How ethical outreach protects your nonprofit’s reputation

BBB’s Give.org has tracked donor trust for nine years. In its Donor Trust Report 2026, based on a survey of more than 1,500 U.S. adults, 67.7% of respondents said it is essential to trust a charity before donating. Only 18.3% reported high trust in charities.

The same survey found people willing to be asked. In December 2025, 42.1% of respondents said they were open to being approached by charities, the second-highest level recorded since 2017. Younger respondents were more receptive, while older participants were more likely to feel they are asked to give more than they should.

So people are open to an approach and slow to trust. For someone who has never dealt with your organization, the representative in front of them is the first impression of it.

Say who is asking

Virtually all states that regulate paid fundraisers require them to identify themselves as professional fundraisers, and many require them to say they are paid, according to the law firm Perlman & Perlman. If a donor asks how much of a gift reaches the charity, the fundraiser must answer truthfully.

Our representatives are trained in compliance as well as conversation skills, and briefed on each cause before they speak for it.

Describe the work accurately

The Association of Fundraising Professionals’ Code of Ethical Standards asks fundraisers to describe programs without misrepresentation, to keep all fundraising communications accurate, and to make sure gifts are used according to the donor’s intent and restrictions.

Many state laws already point the same way: a contract with a professional fundraiser commonly has to state that the charity controls and approves the content of the solicitation. Your organization should sign off on how representatives describe your work, and we build each campaign’s talking points around your story, told accurately.

Ask without pressure

Give.org’s finding that older donors are more likely to feel over-asked is the reputational risk in a single line. Our standard is no pressure tactics: clear information, honest asks, and respect for every person a representative speaks with.

We report retention alongside acquisition and cost per donor, so you can see whether the people who signed up in your name are still giving.