As purpose driven organisations, charities must demonstrate strong ethical behaviours across all aspects of their organisation. Not only to those they help, but also to those that make their work possible - their supporters.
Charities in the UK are highly respected across the world. In fact, a recent survey has placed charities as the third most trusted sector in the UK, an increase of one place since 2018. Despite this, trust levels have not improved to their peak of 2014. This highlights that if trust is lost, it can take a significant amount of time to re-build it and often at a significant cost. There are many ways trust can be lost, it could be through fines, reputational damage and rebuilding of supporter databases.
But what actions can charities take specifically to gain and keep supporters’ trust? One important piece to an unquestionably large and complex puzzle, is data privacy and consent management