Hello everyone, and welcome back to Mission Multiplier. I’m Jane Pfeiffer, founder and president of Fieldtrip. Today, I want to talk about a reality that we need to acknowledge: we are raising funds in a climate of active distrust. You have probably felt it, but there is scientific proof that it is real. It is not just a passing trend; it is a profound shift in how donors and communities view all institutions—businesses, government entities, and nonprofits.
The science comes from the 2025 Edelman Trust Barometer report, which makes it crystal clear. Sixty-one percent of individuals across the globe say they feel moderate or high grievance toward governments, businesses, and nonprofits. There is a growing belief that wealthy individuals unfairly benefit from the systems. Furthermore, 40% of these individuals say they would support hostile activism to force change.
This is not the typical skepticism or doubt we have been discussing for years. This is a deep-seated distrust that impacts everything we do as fundraisers. Your ability to fundraise and deliver your mission depends on trust. Trust is not built through large, “hero moments”; it is earned through consistent, transparent, and dependable actions over time. This trust must be felt. It is the little things you do consistently over time that truly build that trust.
Here are three key takeaways that will help you build trust:
- Break up your content. You have beautiful pieces of content—annual reports, newsletters, and publications. Take those and carve them up into hundreds of small pieces. A pull quote can stand alone. A headline can stand alone. A piece of data can stand alone. Feed this content to your followers via social media, email, and other formats. You need to make it bite-sized content. Avoid the “feast-or-famine” approach—where you post large pieces of content and then keep people waiting until the next major piece is ready. Instead, provide continual small, bite-sized feedings.
- Connect with your surprise donors. You know who they are—you receive a few unexpected donations in the mail or online. Email at least 10 individuals you haven’t met—or whose motivation is unknown—and ask them one question: What about your organization inspired you to give at this time? This is a simple email with a low workload. Consider what they will say back and the conversation that will start. This is a crucial moment to build trust, as they likely weren’t expecting a personal touch, but rather a standard form response.
- Introduce a recurring donation ladder. Nonprofits typically have a donation ladder: “$50 makes this kind of impact,” “$500 makes this kind of impact.” For the next 30 days, change that on your website or wherever it lives. Start the conversation with monthly giving brackets—$50 a month, $500 a month, or whatever those brackets may be—rather than a single one-time gift. How does this build trust? You are setting the stage that your work is ongoing and will not be solved with one grand gesture.
We need continual investment by the communities that we serve, so ask for what you need. Ask for that recurring investment and build trust by doing so. Thanks for tuning in to Mission Multiplier. For more videos, visit wearefieldtrip.com/nonprofits.
