Survey Finds That A Worthy Cause May Not Be Enough

Survey Finds That A Worthy Cause May Not Be Enough: "Survey Finds That A Worthy Cause May Not Be Enough
Friday June 10, 9:59 am ET
Trust and Reputation Among Top Three Factors Influencing Donations to Nonprofit Organizations; 'Business of Trust' to Be Explored at AMA Nonprofit Marketing Conference July 11 - 13 in Washington, DC
CHICAGO, June 10 /PRNewswire/ -- A consumer perceptions survey released today by the American Marketing Association (AMA) and the American Marketing Association Foundation (AMAF) reveals that for 78% of Americans, trust in a nonprofit organization is the most important factor when considering a donation. Organizational trust far outweighs personal experience, with factors such as personal knowledge of others having donated and receiving support from an organization trailing all other factors that could influence an individual's reason for giving."