Philanthropy and Voluntarism
Connections: Trust is Key for Donors
According to a survey (8 pages, PDF) of consumer perceptions by the American Marketing Association and the American Marketing Association Foundation, 78 percent of Americans say that trust in a nonprofit organization is the most important factor when considering a donation, followed by a personal belief in the nonprofit's goals (75 percent) and the organization's reputation (67 percent). These factors far outweigh personal experience, such as knowing others who have donated to a particular group. Moreover, celebrity endorsements appear to carry little weight with donors, with 58 percent of those surveyed saying high-profile support is "not at all important" and only 16 percent calling it "very important."