According to Merriam-Webster, ‘credibility’ is the quality or power of inspiring belief. The
next part is to ask what inspires belief more than anything else? The answer is trust.

Trust is built from shared experiences and honest conversations, in good and bad times.
It’s fostered by doing what you say you’ll do, when you say you’ll do it. Trust is strengthened by coming to the aid of others when help is needed. But, what does trust have to do with building circles of support? Everything.

Trust is personal. It’s a value shared between individuals. Why does Kevin Rogers, long-time friend of your new executive director,now donate to your organisation? Is it because
he likes your mission? Maybe, but initially, it’s because he trusts and supports his friend.

For thousands of nonprofits, it’s these types of personal and professional relationships that will be the saving grace in what will continue to be a year of uncertainty. We tend to get caught up in trying to implement the next new whizz-bang, quick-win fundraising tactic. In doing that, we neglect old-fashioned relationship-building with those in our community. It’s imperative to take the time to get out from behind our computer, and in front of business owners, service groups and like-minded individuals who may be able to help keep our organisations strong, and our missions moving forward.

Word of mouth
Word of mouth is a powerful marketing tool, and it’s at the very core of viral marketing. It can be a powerful fundraising strategy for non-profit organisations.

Using word of mouth to build circles of support and influence for your organisation can create a positive buzz; increase contributions from current donors, while improving donor retention; and bring new donors to the organisation. In fact, the Great American Donor Survey, conducted by Campbell Rinker, found that 85 percent of donors say they frequently or occasionally recommend one of their favourite charities to a friend or family member.

Encourage your board, volunteers, and staff to take advantage of opportunities to talk about why they’re passionate about your organisation in every day business and personal interactions. Even casual conversations plant seeds in the minds of others that can be cultivated over time, as well as reinforced by other advertising and communications.

Your organisation will be introduced to more people in a more positive light than through traditional marketing or public relations alone. When you finally make that ask for
support, those people will be more inclined to give, because you have the support of their
trusted friends and colleagues.