Trust-building tactics

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Nonprofits are so complex, it's impossible to know about everything.?

When I hear again and again that we need to do a better job building trust with our communities, I immediately think, "Sounds great. But HOW EXACTLY?"

Here is my cheat sheet of models and tactics that work to build trust:

1. The McKinsey Trust Model:

(Reliability + Intimacy + Competence) / Self-interest = Trust

When you're perceived to have the first three, it builds trust. Perceived self-interest destroys it.

2. Trust has shifted from institutions to peers, often via tech platforms

This explains why your appeals don't work as well as they did and why you should lean much more on your existing true believers as a way to get to new people.

3. 3 years of consistency builds significant trust. I see this number in donor files, in businesses, in relationships.

This is how long it takes for people to forget your "old" self and believe that you and your org now really care about them. It's a hard time horizon for CFOs to stomach.

4. Trust-building communications are different from what many direct response gurus advise you to do

Share details on process, stop with the emotionally manipulating storytelling, use more 3rd party endorsements & donor testimonials. Authenticity and context are key.

The quickest ways to build trust:

5. Do Stuff Together? AKA community building Get your people together in ways that are purposeful, participatory, recurring, and identify volunteer leaders

6. Provide value to donors

Value can be informational, social, professional, identity reinforcement (think creatively!). Some nonprofits have created an online education arm that works incredibly well as their donor acquisition funnel.

Finally, be advised that you yourself are subject to all of these. If you want to make your organization a more trusted one, it will likely:

• Take you 3+ years of doing things differently to transform people's mindsets
• You should leverage third party endorsements to build trust in your proposed changes
• etc, etc...

If you're on this journey, please share your thoughts with me. I'd love to get a Lunch Analysis session organized on this topic.

Thanks, as always,

Louis

PS: For those in the arts, I'm loving Aubrey Bergauer's podcast (Annual Fund Toolkit is a sponsor). Give it a listen.?

Lunch Analysis

Curious about giving circles and collective giving - the fastest growing model of individual giving?

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• Understand the size and growth trajectory of collective giving
• Explore the demographics of giving circles and how they can help reach under-stewarded donors
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Have a great week,

Louis