According to an Ipsos Mori published on 4th December 2016, only 46% (469/1019) of respondents said they trusted Charity CEOs. Forty-six percent (469/1019) said they did not trust Charity CEO's, with the remainder saying 'don't know'.

It is not surprising given the year charities have had - from the collapse of Kids Company to the death of Olive Cook, we have a lot to do to rebuild public trust which is essential to continue our work.

I believe the key to this is transparency. Charity CEOs need to be clear, honest and transparent about what they and their organisations are doing.

Two recent initiatives are helping to build trust again. The first is the annual #SocialCEOs award which lists the top 30 charity CEOs using social media.

The twitter accounts of these 30 Charity CEOs are a daily insight into the ups and downs of running charities - they provide a transparent window into charities and what happens within them. I would recommend following these CEOs and share them as widely as possible to help build trust.

The second is the #CallForClarity campaign which my own charity Street League launched last month. Our aim is to be clear about the impact we are making by adopting three simple golden rules for impact reporting -

  1. We will never over-claim what we do.
  2. All percentages include absolute numbers to avoid being misleading.
  3. We have evidence to prove all of our outcomes.

When we launched our campaign it was very well received by the sector and I hope it will go someway towards building trust again. An article I wrote for Guardian Voluntary explained our thinking in more detail. 

It is up to us as Charity CEOs to rebuild trust. We should be as trusted as nurses at the top of the table, but to do that we need to be honest about what we do and more importantly be honest about what we aren't able to do.

Article originally featured here