# Consumer Trust in Charity brands

- Link: https://fundraising.co.uk/2009/08/26/consumer-trust-charity-brands/
- Published: 2009-08-26T13:42:14+01:00
- Author: Kevin Baughen

For several months I have been talking with charities (and anyone who cared to listen)
about the concept of [brand credibility](http://www.charitycomms.org.uk/events/charitycomms_seminars/charitycomms_seminar_brand_awareness_and_social_media).
Historically we got hung up on raising brand awareness as the key catalyst to successful
campaigning and fundraising.  But credibility is different.

Brand credibility is simply what gives us the right to ask for money or support.
It’s not what any charity thinks about themselves, it’s about what values, strengths
and competences a charity has in the eyes of its existing and potential supporters.
But it’s also ingrained in people’s experience of an organisation and influenced
by how the media may have portrayed certain issues or organisations over a long 
period of time.

These days we absorb information almost by osmosis and the more we see confirmatory
messages, even subliminally, the more credibility we associate with the message 
and the organisation; good or bad.

## Advertisement

Typically, credibility questions individuals will ask themselves include:

“Can these guys actually do what they say they will do?”

“Have they done enough to earn my trust in them?”

Recently, two pieces of research have been published that illustrate the importance
of this concept more than ever.

The first is [nfp Synergy’s latest Brand Attributes Monitor](http://www.nfpsynergy.net/mdia_coverage/our_press_releases/nfpsynergy_press_release_ideal_charity.aspx).
This shows that being ‘trustworthy’, ‘honest’ and ‘caring/compassionate’ are still
vital attributes for a charity to possess AND EVIDENCE in order to be perceived 
positively by the public.

Not really surprising but there were significant jumps for ‘supportive’ and ‘sympathetic’
from 2008 results (16% and 12% respectively).  How many of us are adapting our communications
to evidence that our organisations can be these things?  For example, are you sympathising
with donors during the recession and offering them alternatives to ensure ongoing
support without guilting them into submission (not very supportive)?

Secondly, and my current favourite evidence of the importance of credibility versus
awareness, are the results from a poll conducted by [YouGov for Marketing Week](http://www.marketingweek.co.uk/bank-brands-hold-firm-as-rivals-enter-market/3003083.article).
This research asked around 1700 UK adults what they thought about financial services
and banking brands.

It’s not sensible to pre-judge research results but I admit I expected the banks
to get a bashing, given the public perception that they were in no small way responsible
for the current recession.

But here’s the crux of credibility.  Yes, banks’ popularity is probably at a historical
low but nearly two thirds of people would still not consider taking financial services
products from non-financial brands, including supermarkets, restaurants, mobile 
network operators and charities.

In fact, only 6% of respondents said they would consider taking such products from
a charity even though we all perceive ourselves to be trustworthy, honest etc.

Why?

I think the answer is clear.  M&S, Save the Children and O2 may all be hugely credible
in retail, charitable works and providing mobile services but the public does not
afford them the right credibility to offer services beyond this experience.  Yet.
Just look at Tesco’s aborted attempt to sell cars and motorbikes and how cynical
passengers still are about the Virgin Trains service.

To reiterate, brand credibility is most often acquired by doing what we do well,
repeatedly over a period of time.  During these ‘crunch’ times our credibility becomes
even more important to our success.  I don’t think this means charities should stop
developing new ideas; just focus on the ideas which build on the credibility already
earned with your target audiences.

Reinforce the fantastic outcomes you can achieve and have delivered in the past.
Continue to develop new ideas which build on these approaches AND are directly linked
in the minds of your supporters to your credible position in their eyes.  

And finally, in these recessional times, consider dropping everything from your 
plans which doesn’t.

As ever, your thoughts on the topic are most welcome.

ke***@*************as.com

[www.bottomlineideas.com](http://www.bottomlineideas.com)

 

 * **[nfpSynergy extends Benchmark survey date](https://fundraising.co.uk/2010/05/17/nfpsynergy-extends-benchmark-survey-date/)**(
   17 May 2010)
 * **[Online giving increased by 85% in past three years, says nfpSynergy report](https://fundraising.co.uk/2011/09/15/online-giving-increased-85-past-three-years-says-nfpsynergy-report/)**(
   15 September 2011)
 * **[Online donations up 85% in three years](https://fundraising.co.uk/2011/09/16/online-donations-85-three-years/)**(
   16 September 2011)