Connected Giving orgs are transparent about the good they’re doing and proactively answer questions before they are asked, engendering donor trust.
What is Transparency?
Donors are asking questions about the impact their donations are having. How much impact will my dollar have? How does the nonprofit operate? (Fidelity Charitable)
Nonprofits have an obligation to be both accountable and transparent.
Accountability
Accountability is an obligation or willingness by a charity to explain its actions to its stakeholders. (Charity Navigator)
Transparency
Transparency is an obligation or willingness by a charity to publish and make available critical data about the organization to the donor population. (Charity Navigator)
The Impact of Transparency
People trust brands they recognize and know. Trust plays a key role in the purchasing decisions people make and the decision to share with their friends.
(Salesforce Nonprofits 2020)
Transparency In Action:
charity: water provides their donors with information up front that reinforces the good they are doing. As a result, the donor never has to guess where their money is used and they automatically feel involved in a larger story.