Well, honestly, do you?

YouGov recently conducted a type of survey I see fairly often, looking at the question: Do consumers trust advertising?

If, by and large, folks are distrustful of advertising, what makes you think they would look any more favorably upon your fundraising appeals/advertising?

Because nonprofits and charities are inherently regarded as more believable and therefore more trustworthy? What’s the evidence of that? Especially as donors seem more and more to demand: Show me the results. Prove it.

Because nonprofits and charities are less likely to be exposed as rip-off operations? Hmmm.

Because your nonprofit’s brand has achieved global awareness and sainthood? Right.

In the YouGov survey, half of Americans who are aware of advertising (who could not be?!) don’t trust what they see, read and hear in advertising.

And here are the results by product category. The question here is: Which advertisements do you feel are the LEAST trustworthy (least likely to reflect the true features and capabilities of the product being sold)?

It always bugs me that these surveys never include the charitable sector. I’d love to see “Fundraising appeals from charities” stuck in that list.

Where do you think our sector’s advertising would rank?

YouGov queried about the efficacy of some of the tactics advertisers use to boost the credibility of their ads — e.g., use of testimonials, mentioning awards, direct comparison with named brands. For nonprofits, a related tactic would be displaying the various ‘good housekeeping’ grades awarded by charity watchdogs. Interesting to see how these tactics can cut both ways.

Take another look at your nonprofit’s advertising/fundraising material … see anything that would raise a red flag regarding trustworthiness? Ask someone not already committed to your cause to give your material the trust test.

That hurdle — whether top of mind or, more likely, subconscious — is the first one your appeals must jump if they are to have a chance of getting positive response. And remember, half your audience, especially if you’re prospecting, might simply be naturally inclined to distrust.

Tom