Beyond Belief: Can/How Impact Reporting Builds (Or Breaks) Trust

Fundraisers around the world know that trust is the foundation of strong, lasting donor relationships. But how is that trust actually formed, and what role does impact reporting play in building and sustaining it? This session takes a deep dive into what existing research tells us about trust in the context of philanthropy. Drawing from international academic and practitioner studies, we’ll explore how trust, confidence, and perceptions of impact influence donor decision-making—across all types of giving.

While we won’t be reporting original findings (yet!), we will unpack key concepts, question assumptions, and invite participants to reflect on their own communications and stewardship practices. Through interactive group exercises and global examples, attendees will explore:

• How donors interpret and respond to evidence of impact.
• The psychological and relational drivers of trust in charitable giving.
• What builds—or quietly erodes—donor confidence over time.
• Practical ways to reframe reporting and storytelling to deepen engagement.

Whether you’re working in major gifts, regular giving, or community fundraising, this session will equip you with a deeper understanding of how trust operates—and a few tools to strengthen it in your own work. Come ready to think, question, and collaborate.

Learning outcomes

• Explain the role of trust and confidence in donor decision-making, drawing on key findings from academic and practitioner research.
• Identify the elements of impact reporting that positively influence donor trust, and recognise common pitfalls that may undermine it.
• Evaluate their organisation’s current donor communications through the lens of trust-building and transparency.
• Apply practical strategies to strengthen donor confidence using improved messaging, storytelling, and evidence of impact.

Who should attend

• Fundraisers.
• Communication experts.

Suggested level of audience

• Intermediate fundraisers/leaders.