PM4: How can charities build trust with the public?
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NCVO Annual Conference 2016
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PM4: How can charities build trust with the public?
- 1. Drinks sponsors: HOW CAN CHARITIES BUILD TRUST WITH THE PUBLIC? CHAIR: CHLOE STABLES EXTERNAL RELATIONS MANAGER, NCVO SPEAKERS: VICKY BROWNING DIRECTOR, CHARITY COMMS Partner sponsor: Media partner:
- 2. WORKSHOP OVERVIEW WHAT ISTRUST? WHAT HAS AFFECTEDTRUST IN CHARITIES? COLLABORATIVEWORKTO DATE WHERE DOWE GO FROM HERE? HOW CANYOU GET INVOLVED?
- 4. The firm belief in the reliability, truth, or ability of someone or something. Oxford dictionary
- 5. ELEMENTS OF TRUST Trust is a relationship Trust has a positive expectation. Trust is freely given. Trust is dynamic and ever-changing. Trust is generative. It creates more trust!
- 6. Trust is like the air we breathe-- when it's present, nobody really notices; when it's absent, everybody notices. Warren Buffet
- 7. HOW HAS TRUST IN CHARITIES CHANGED?
- 8. 68% of general public think that charities improve people’s lives & are socially useful (no change 2013-2016). BUT 62% think that the behaviour of large charities in the last year has damaged the reputation of the sector as a whole 2016 POLLING BY YOUGOV
- 10. WHAT HAS AFFECTED TRUST IN CHARITIES?
- 11. 2014 2015 2016 Cup Trust scandal and subsequent Public Accounts Committee inquiry Comic Relief accused of investing in tobacco, alcohol and arms firms NAO report warns that the Charity Commission is failing to regulate charities effectively and is providing poor value for money. Public Administration Select Committee also highlights the case of the Plymouth Brethren Christian Church High profile Telegraph investigation into CEO pay triggers a parliamentary inquiry. Age UK criticised for its corporate partnership with E:on PACAC report into charity fundraising Telegraph story on True and Fair Foundation report on charity shops Daily Mail story into Didier Drogba foundation for failing to spend money on good causes 2013 NAO report into Big Society Network Charity Commission action on Oxfam’s perfect storm tweet IPPR criticised by Charity Commission for being too close to the Labour party Lobbying Act received royal assent after much debate about charities and their campaigning role Charity Commission investigation into links between charities and terrorism HSBC closes some Muslim groups' accounts Death of Olive Cooke and subsequent investigations Daily Mail investigation in case of Samuel Rae amid accusations of data trading Closure of Kids Company Sun investigation into CEO pay Times investigation and front page on CEO pay Times story on legacies: ‘charities cash in on relatives of the dead.’ Telegraph story on True and Fair Foundation report into charity effectiveness
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- 18. WHAT HAS THE SECTOR BEEN DOING TO ADDRESS THESE ISSUES?
- 19. • Review of fundraising regulation and code of practice • Commission on the Donor Experience • Understanding Charities Group • NCVO/ACEVO joint partnership CROSS-SECTOR ACTIVITY
- 20. Overall aim: to ensure public support for charities is better assured, sustainable and/or growing through: • Ensuring the public values charities and their contribution to society by • Increasing public trust in charities • Increasing public confidence in charities • Increasing public knowledge and understanding of charities UNDERSTANDING CHARITIES GROUP
- 21. Key areas of activity: • Media strand • Narrative strand UNDERSTANDING CHARITIES GROUP
- 22. HOW TO COMMUNICATE ABOUT CHARITIES 1 Impact is key People need to see evidence that charities are making a difference. 2 Make it personal Talking about small, individual acts of charity speaks to what charities should be about and makes people feel good 3 4 Don’t try and justify CEO pay It’s understood that charities need to pay professional staff, but CEO pay is felt to be too high and attempts to justify it cause anger 5 Do talk about transparency and high standards People need to know charities have listened to their concerns about fundraising techniques and lack of transparency about where their money is going You can’t fix the reality by talking about the ideal Until people’s concerns about charities are addressed, they won’t be open to a narrative which describes something they don’t recognise to be true
- 23. Because of you, charities in the UK are making a difference to millions of lives in our country and across the world.They play a vital role in our society – and we all benefit. Every contribution, however big or small, matters. Whether volunteering, donating goods or money, sponsoring a friend in a marathon, attending a fundraising event, or spreading the word, charities harness people’s individual goodwill and combine it with the professional expertise and vision of others to create the biggest possible impact. THE NARRATIVE
- 24. Charities want to make sure that their supporters and the wider public have 100% confidence in what they do, because ultimately they exist to serve you. That means being transparent about how donations are being spent and the impact they have made, responding to people’s concerns and operating to the highest standards. Charities, and all that they achieve, only exist thanks to their supporters and the wider public. Charities only make the difference they do, because of you. THE NARRATIVE
- 25. • Working up ideas for what we can do with the narrative, including a toolkit for charities • Ideas for cross-sector campaigns that can come out of the narrative • Presentation in June to the NCVO/ACEVO group taking this work forward • HOWEVER… WHAT’S NEXT?
- 26. The underlying causes of the concerns about charities need to be addressed in order to make a real shift in public perception IT CAN’T JUST BE ABOUT COMMS
- 27. OVER TO YOU: DISCUSSION
- 28. • Which issues most concern you in relation to public trust and understanding of the sector? • What are the positive and proactive steps that can be taken to address these: • By the sector • By you/your charity • What are the barriers to addressing these concerns? • What part could the narrative play? DISCUSSION POINTS
Notes de l'éditeur
- The structure of workshop today is quite straightforward I’m going to spend a little time exploring what trust is and why this matters to us, before looking at the range of issues that may have affected trust in charities. Vicky will then talk you through the evolution of some cross sector work which interestingly pre-dates the issues around fundraising to build a counter narrative. Then we’ll be opening the session up to debate and discussion – to get your thoughts on these issues and to explore what they mean for you and your organisation and where we collectively as a sector can go from here. Finally we will sign post how you can get involved with some of this work.
- The most straightforward definition is this one from the Oxford dictionary – that trust is a firm belief in the reliability, truth or ability of someone of some thing. Trust can be a relatively difficult concept to pin down – there are various different types of trust and it manifests itself in a variety of different ways. The trust I have in my husband to pick my daughter up from nursery today, is different to the trust I have in London’s beleaguered transport network to get him there.
- But whether individual or organisational trust – there are a few common elements worth reflecting on. The first element is that of trust as relationship – and as in any relationship, there generally exist some reciprocity and interdependence. The second is that of a positive expectation – we are trusting someone or something will make something happen and that is why we place our trust in them. The third element is that trust cannot and should not be bought – it can only be freely given. The final two reflect that trust is not something that is static – it can change over time and that trust exists in a feedback loop where each new interaction can build on itself. This means however that a positive spiral or decrease in a negative spiral can be extremely difficult to stop or reverse. If you trust someone, you find reasons to justify that belief, feeling or behaviour and will often discount other evidence to the contrary.
- No presentation on trust is complete without a warren buffet quote – this quote reflects this idea that you cant touch it, you cant see it – but you know when it is not there. So why is trust important for charities? The simple answer is that the public’s trust is one of the major factors that underpin the donations of time and money by millions of people every year. One of the key messages from Stuart’s speech this morning was that our relationship with the public is by far the most important that we have. Everything else flows from it. It enables us as a sector to help more people, to deliver a vision of better, stronger society. Part of the clue is in the name – we even appoint trustees as the guardians of this important relationship.
- The last major analysis of trust was done by the Charity Commission and Ipsos Mori in 2014. We are due another one out shortly. The general public gave an average score of 6.7 out of ten when asked how much trust and confidence do you have in charities, which is consistent with levels of trust in previous surveys (6.7 in 2012 and 6.6 in 2010). Charities also continue to fare well when compared to other public bodies or institutions. However various studies and other polling suggest that the public’s trust, although resilient, may be beginning to falter. Even in the 2014 study, there are indications that the public’s impression of charities’ behaviour is affecting certain aspects of their trust and confidence in the sector. Much of this relates to expenditure and how charities use their funds. There is a greater emphasis than in previous years on ensuring that donations are being spent on the end cause rather than salaries and administration and on fundraising methods that the public are not comfortable with.
- More recently polling undertaken by YouGov has suggested that the public have serious concerns about some of ways in which some charities are behaving. So while 68% of the public think that charities are social useful and in essence make a difference. 62% think that the behaviour of large charities in particular have damaged the reputation of the sector as a whole. The interesting conclusion to be made from this – is that while only a small proportion of charities have hit the headlines, this is a problem that affects all of is.
- To unpick this further there is evidence of this new negative narrative taking hold. While criticisms of how the charities raise and spend money are not new – it certainly seems that they are becoming more frequent, shriller, more ubiquitous. We can see from the YouGov polling that this centres around a few key themes – fundraising, salaries, overall efficiency and continued concerns around our campaigning role.
- It’s no surprise that these concerns highlighted in the various bits of research are reflected by the press coverage over the past few years. I don’t want to get bogged down too much in the issue of what came first – the media coverage or the public concern – as it is a little bit of a chicken and egg issue which we can unpick in discussion later on. But I wanted to recap on some of the lowlights of the last few years – just so that we have an overview of these issues to help inform our discussion. This slide attempts to pull together a chronological overview of the issues relating to charities that may have impacted on public trust and confidence. The first theme to pull out is that money clearly matters – both the media and the public are interested in how it is raised, and how it is spent and whether either of those things undermine our values as charities. We often talk about the perception gap or the disconnect between how the public expects a charity to operate and the reality. The second interesting point to note is the spread of these stories across press outlets – it’s clearly not just limited to the Daily Mail as some would suggest and while many might not like the tone of some of the coverage many of the questions raised are clearly in the public interest and fit within a wider trend of demanding transparency and openness from public institutions.
- If we dig deeper into much of this coverage the following themes emerge… (Some) Charities are: Paying excessive salaries at a senior level Wasting public money Employing aggressive fundraising tactics (or are blinded by the cumulative impact of their fundraising on elderly or vulnerable people) More interested in private gain than public benefit Pursuing political agendas rather helping people
- If we dig deeper into much of this coverage the following themes emerge… (Some) Charities are: Paying excessive salaries at a senior level Wasting public money Employing aggressive fundraising tactics (or are blinded by the cumulative impact of their fundraising on elderly or vulnerable people) More interested in private gain than public benefit Pursuing political agendas rather helping people
- If we dig deeper into much of this coverage the following themes emerge… (Some) Charities are: Paying excessive salaries at a senior level Wasting public money Employing aggressive fundraising tactics (or are blinded by the cumulative impact of their fundraising on elderly or vulnerable people) More interested in private gain than public benefit Pursuing political agendas rather helping people
- If we dig deeper into much of this coverage the following themes emerge… (Some) Charities are: Paying excessive salaries at a senior level Wasting public money Employing aggressive fundraising tactics (or are blinded by the cumulative impact of their fundraising on elderly or vulnerable people) More interested in private gain than public benefit Pursuing political agendas rather helping people
- If we dig deeper into much of this coverage the following themes emerge… (Some) Charities are: Paying excessive salaries at a senior level Wasting public money Employing aggressive fundraising tactics (or are blinded by the cumulative impact of their fundraising on elderly or vulnerable people) More interested in private gain than public benefit Pursuing political agendas rather helping people
- If we dig deeper into much of this coverage the following themes emerge… (Some) Charities are: Paying excessive salaries at a senior level Wasting public money Employing aggressive fundraising tactics (or are blinded by the cumulative impact of their fundraising on elderly or vulnerable people) More interested in private gain than public benefit Pursuing political agendas rather helping people Handover to Vicky
- Review of fundraising regulations: Etherington Review, FRSB, IoF: details for another session. Commission on Donor Experience: an initiative looking at putting the donor back at the heart of fundraising: initiated by fundraising consultants Ken Burnett and Giles Pegram, chaired by NCVO chair Martyn Lewis and headed up by Richard Spencer: fringe meeting today for anyone interested
- Set up in October 2014 from the former ImpACT coalition (improving accountability, clarity and transparency in charities) Including CharityComms, NCVO, IoF, NPC, lots of charities both big and small and sector suppliers
- Media strand is looking at two areas: positive coverage of charities, especially generating more generic coverage of charities and moving away from the polarised heroes/villains coverage; evidence to BBC for creating a charities correspondence Narrative strand: developing a cross-sector narrative that identifies and articulates the shared values that unite us as a sector; an overarching, umbrella ‘meta-narrative’ for charities/charity as a whole, which individual charities can then reference and link in to, drawing down from the overall narrative to specific case relating to their own activity. The narrative was developed and tested with a series of focus groups with members of the public. This revealed a number of key findings, including 1) that the media coverage of charities reflects people’s own personal experiences rather than driving opinion 2) Charity supporters are more critical of charities than non-supporters 3) Charity supporters tend to love and trust ‘their’ charity – to which they have a personal connection - but are distrustful of charities as a whole These groups told us the following about how we should talk to the public about charities
- Point 3: we need to develop some consistent and coherent messaging around this, but it’s not part of the narrative
- “Capping the oil well”