How do you build donor trust online when supporters can research your nonprofit through websites, rating platforms, social media, and AI?

On Day Two of Nonprofit Power Week, Katie Gaston, Director of Product Marketing at Bloomerang, explains how credibility, emotion, and evidence can turn donor consideration into confident action.

Katie identifies two very different donor mindsets. One donor feels moved and wants to give immediately. That person needs a fast, friction-free path involving QR codes, mobile payments, and simple donation forms. The second donor studies the organization, reviews its leadership, examines its results, and compares outside sources before making a commitment.  Serving both requires more than a compelling mission statement.

Katie uses the classic modes of persuasion (ethos, pathos, and logos) to create a clear nonprofit trust strategy. Ethos establishes character and credibility. Pathos connects through emotion and human stories. Logos supplies the numbers and measurable results that support the organization’s claims.  “Trust really comes from showing with evidence, not just telling a donor why they should give,” Katie explains.

The conversion data makes this an operational issue. According to M+R Benchmarks, fewer than one in 50 website visitors completes a donation. Research cited during the conversation also indicates that impact messaging on a donation form can increase conversion by as much as 25%, while a visible security indicator can increase conversion by as much as 126%.

Katie, and host Julia C. Patrick,  also explore how inconsistent messaging and mass-produced AI content can weaken authenticity. Donors are already asking AI platforms about nonprofits, making it important to test what those platforms say, examine their sources, and ensure the organization’s website communicates a consistent story.

Key Takeaways:

Design separate pathways for immediate givers and research-oriented donors.

Answer three website questions quickly: What do you do, why does it matter, and how can I help?

Combine organizational credibility, emotional storytelling, and measurable results.

Add impact messaging and visible security signals to donation pages.

Test the website with people outside the organization instead of relying on internal assumptions.

Ask AI platforms about your nonprofit and examine which sources shape their answers.