Trust is not a given. It’s something that must be earned—and in the charity sector, that takes time, transparency, and staying true to your values.
For charities, public trust is the foundation of success. It drives donations, builds community partnerships, and secures long-term sustainability.
Yet trust in charities remains fragile. News headlines about trustees neglecting their duties, weak governance, and misuse of funds continue to shape public perception negatively.
The Charity Commission holds charities to high standards, requiring accountability, accurate reporting, and proper financial oversight. Still, the actions of trustees, staff, and volunteers play a significant role in shaping how a charity is perceived.
So, how can you build trust—and once earned, how do you keep it?
The Current Landscape
Today’s economic uncertainty, global conflict, and rising living costs have made people more cautious with their support. Charity governance, or the lack thereof, has become a critical talking point in public discourse.
However, many local and volunteer-led charities have responded with resilience, working closely with their communities and demonstrating a clear impact. This hands-on approach has helped some charities begin rebuilding relationships and increasing public trust.
Recent reports show that confidence in the sector is improving—slowly—compared to 2015, when public trust in charities hit record lows. This recovery is thanks to grassroots organizations showing transparency and effective fund use at a local level.
Still, there’s work to do.
How Can Charities Build and Maintain Trust?
Many charity managers believe that building trust means proving your intentions through action. But trustees have a vital role in this, too. Their leadership, governance, and decision-making all influence trust.
To strengthen confidence, trustees should:
1. Manage Funds with Transparency
Donors want assurance that funds are being used responsibly to support the charity’s core mission. Implementing robust charity accounting services—including monthly management accounts, restricted funds management, and fund reporting and donor reports—ensures transparency.
Many organizations now engage specialist accountants for charities or utilize an outsourced finance team for financial audit preparation, funder reporting support, and independent examination services. These partnerships help maintain accuracy and integrity.
2. Uphold Your Charity’s Reputation
Your charity’s reputation is built on the conduct of trustees, employees, and volunteers. Provide finance training for trustees, establish clear responsibilities, and ensure compliance with Charity Commission guidelines.
Offering charity finance consultancy or appointing a virtual CFO service can also support leadership teams in implementing effective financial controls.
3. Avoid Unnecessary Financial Risk
While it’s important to be cautious, charities shouldn’t sit on funds without action. Strategic spending, guided by financial forecasting for charities and strategic budgeting for not-for-profits, enables you to fulfil your mission while maintaining public trust.
A strategic finance partner or finance business partnering model can help you strike the right balance between impact and risk.
4. Communicate Clearly and Consistently
Transparency in communication builds credibility. Share management accounts for charities, grant outcomes, and impact stories. Accurate financial reporting for trustees and bespoke reporting for charities builds donor confidence.
Leverage charity bookkeeping services and outsourced bookkeeping for charities to maintain consistent and clear data that supports honest reporting.
5. Create an Emotional Connection
Smaller charities are often more successful at forming personal connections. By being authentic, consistent, and community-focused, you can connect with donors emotionally while backing your impact with strong reporting practices and compliance.
Building Public Trust and Confidence
Charities of every size face high expectations. Earning public trust is essential—not just for fundraising but for long-term success.
Support your trustees with tools like virtual finance office solutions, Charity Payroll Services UK, and system implementation support. Equip your team to demonstrate transparency and accountability.
Whether you’re refining your year-end accounts preparation or developing your charity finance team, prioritizing good governance, robust financial management, and clear communication will help your charity grow, serve, and inspire lasting trust.
