Trust is a key pillar of philanthropy. Donors trust that nonprofit organizations will responsibly use their funds to inspire positive change in the areas they’ve detailed in fundraising communications. Communities trust that local philanthropic organizations will have their back when hit by the unexpected, and therefore offer their support. Trust is crucially important when building strong relationships - an easy connection for most in the sector to make since much of philanthropy is built on relationships. But trust offers more power than you might have realized - in the Edelman Brand Trust in 2020 report, it is reported that in today’s world, trust is the number two reason people buy something (after price). That’s before other attributes like quality, performance and how easy the item is to find. To influence behavior and drive action, organizations across the private, public and social sectors need to prioritize the creation of trust.