The role of trust in charity organizations from a donor’s perspective

It is very important for charity organizations to stay competitive nowadays. Due to the fact that the competition within this sphere has been growing, the companies have to search for new ways to attract donors. One way to do so is to identify the aspects a company should mainly focus on while building trust and relationships with their donors. This study identifies that the most important aspects that influence trust are commitment, satisfaction and credibility. Furthermore, this research explains how commitment, satisfaction and credibility influence consumers’ (donors’) trust within the sphere of charity organizations. The qualitative method was used in order to analyse data of interest which was collected with the use of online questionnaire. The results of this study confirmed that commitment, satisfaction and credibility affect trust. Moreover, this research demonstrates that, credibility affects trust the most following by commitment, however it was also identified that satisfaction does not have a significant influence on trust within the sphere of charity organizations. The findings suggest that satisfaction has no influence on trust and might be influenced by number of factors. The factors could be sample size, sample diversity and that satisfaction is considered to be less important factor influencing trust than credibility and commitment. Key words: Charity organizations, donors, trust, commitment, satisfaction, credibility, competition, relationship marketing, quantitative research, deductive research