A while back, we launched a new template for nonprofits – and added a line that I KNOW killed sales.

But there was no way we could launch without it.

Right below a strong testimonial, we added: “Feedback on previous packages.”

This product is new, so we don’t have testimonials yet – and we wanted people to know that. We could’ve left it unsaid. Let people assume the feedback was for this (even though it wasn’t).

But even if a sleight of hand helps you in the short-run, IMHO, transparency is always the way to go.

It’s the same for any nonprofit organization. When your goal is helping people, be honest. Even if it costs the occasional donation.

Trust is everything.

Here are three ways to make sure you never lose it with your donors.

1. Feedback clarity: If you share a story or testimonial, make sure it’s clear who said it, and what program it relates to. Praise for last year’s summer event shouldn’t look like it’s for this year’s winter program.
2. Impact statistics: When reporting numbers, specify the time frame. “We served 500 families” is meaningful only if you note whether this was in the last month, last year…or since the program began.
3. Donor recognition: When highlighting supporters, is it for past gifts, recurring donations, or a specific campaign? People might assume someone donated recently when the gift was from years ago.
4. Share challenges, not just wins. People trust organizations that show both their successes and their struggles. Being honest about obstacles makes your achievements more meaningful. And builds trust with your donors.

And one BONUS tip…

• Share challenges, not just wins. People trust organizations that show both their successes and their struggles. Being honest about obstacles makes your achievements more meaningful. And builds trust with your donors.

When you reach out to your (potential) donors, you’re not only trying to raise money for a cause. You’re asking people to trust you.

So yes, add the line that might hurt your click-through rate. Protecting your integrity – and that of your NPO – is the most important part of who you are.

Trust is a contract.

Make sure every action you take earns it.

Our agency helps multi-million dollar nonprofits with marketing strategy and copywriting that touches hearts. And gets people giving. See our NPO packages

​