How to build trust with your charity’s donors using your website
Trust is a value that’s both highly precious and yet can easily be destroyed – that’s as true today as it has ever been.
In an increasingly digitalised world, with increased access to data and news commentary, it has become harder for people to know who the real experts are and who is telling the truth.
So it’s important to not only be trustworthy but also to demonstrate that trust. A great way to do this is with your website and investing in good SEO.
As a charity you need an online presence that inspires confidence and makes it easy for potential donors to find the information they need to make an informed decision.
Think-tank NPC agrees, saying charities are underestimating the importance of trust.
After a number of recent scandals, people are generally more aware of the ethical standards of charities and demand transparency and honest fundraising practices.
The bottom line is that without a high level of trust, a charity won’t be able to keep its donors or gain new supporters, leaving them with limited resources and stifling growth and impact.
There are several ways charities can maintain trust with their website:
Providing accurate and up-to-date information
Showcasing successes and results
Being transparent about financial activities and operations
Offering clear communication options.
Provide accurate and up-to-date information
This includes information about your charity’s mission, history, accomplishments, staff members, and contact information. Donors want to know that their donations are going towards a legitimate organisation and having accurate information is key in establishing trust.
Showcase successes and results
This could include stories from people who have benefitted from the charity or success stories of past projects. Showcasing these types of stories allows donors to get a better understanding of the charity’s impact and demonstrates how their donations are making a difference.
Be transparent about financial activities and operations
Donors want to know where their money is going and what it is being used for. Charities should make sure they are publishing detailed financial reports as well as making these reports easily accessible on their website, such as in the Annual Report.
Offer clear communication options
This could include providing contact information for enquiries as well as an email sign-up form so donors can stay informed about new developments at the charity. By providing clear communication options, donors will feel more comfortable giving their money.
And all of these principles can be super-charged with good SEO.
Broadly speaking, SEO helps to improve the visibility of a charity’s website – it’s more likely to appear higher up on a search engine results page. That in turn increases the number of people who are exposed to the charity and its cause.
It makes it easier for potential donors to find information about the charity and its mission, so they feel confident about their decision to donate.
Done properly, good SEO also helps content (eg. stories or videos) to be seen by a wider audience – helping existing donors stay informed and engaged with the charity, helping to build a sense of loyalty and trust.
With over 10 years’ experience working in the charity & public sector, Wild SEO Agency knows how to use SEO to help build trust for your organisation.