Fundraising researcher Adrian Sargeant tells us that the key drivers of donor loyalty are: satisfaction, trust, commitment, and engagement.
So how about trust?
Check out Seth Godin‘s June 23, 2012 blog: “Where does trust come from?” Not from the good times and the easy projects, says Seth. “We trust people because they showed up when it wasn’t convenient, because they todl the truth when it was easier to lie, and because they kept a promise when they could have gotten away with breaking it.”
Check out Charles Green’s Trust Matters Blog. One trusts and the other is trusted. To be trusted, one must be trustworthy. Trust includes 4 elements: Credibility (the words we speak). Reliability (how we act). Intimacy (safety or security a person feels when entrusting someone with something). Self-orientation (are you focused on me or on you?) And Green proposes an equation to measure your trust quotient. Check it out.