An exploration of donor and practitioner perspectives on charitable trust

This work explores how trust functions in the relationship between charity donors and fundraisers. Interviews with both groups reveal how trust is built from cues donors use regarding an organisation’s trustworthiness, and how fundraisers seek to steward trust among those who give. Trust is a critical component of the donor–charity relationship, letting people donate without rational deliberation for the act. This article provides nuanced insight into how charitable trust is built and maintained: its findings can be used in further academic work or fundraising practice.