What People Look for When Choosing a Charity

Most people have an impulse to do good by giving, but they don’t know how best to go about it or where they should contribute. Many individuals donate to a charitable organization—one that pursues change in some manner.

Charities then manage these financial gifts by creating new and improved programs that maximize each dollar.

Admittedly, this represents a gold standard some charities don’t quite meet. Would-be partners are sometimes leery about donating without knowing whether it will make a difference.

To get better at attracting donors, consider what people look for when choosing a charity.

Inspire Passion

Many people support causes with which they connect. An especially passionate person may exclusively search for charities that do work in a certain field.

If potential donors aren’t seeking you out, consider adapting how you communicate your mission. Imbue your marketing materials with a sense of urgency and give data about the gravity of your work.

That way, you have a chance to elicit newfound passion in people who approach you.

Trustworthiness

Beyond what you do, donors care about your organizational values. For example, they’ll feel much better about the security of their gift if your charity can build their trust.

This means offering complete transparency about your finances and program goals, as well as clarity about where money will go upon donation.

Your job isn’t over once they donate. Donors view their support as an investment in something important. To retain their trust, routinely update them on the status of your programs.

Celebrating successes when you can goes a long way toward easing people’s worries about your organization.

Seamless Online Integration

Another thing people look for when choosing a charity is easy online integration. They want to know that their charity of choice can thrive in the 21^st century.

Prove this by implementing a hassle-free online giving platform and building robust and responsive social media accounts. These capabilities lead to more money raised and greater outreach.