Trust is falling. That's exactly why charities need to communicate better.

There are some uncomfortable figures in the latest research from the Fundraising Regulator.

Polling of more than 3,000 people found that trust in charities has fallen noticeably since the previous survey. Just 34% of people said they generally trust local charities to deliver what they promise, while trust in national charities has fallen to just 27%.

These figures are concerning, but they should also serve as a wake-up call. Charities are operating in an environment where confidence in institutions is becoming increasingly fragile. People are more discerning about where they place their trust, and understandably so. Every donation represents an act of confidence that an organisation will use those resources wisely and deliver meaningful impact.

However, hidden within the same research is a much more encouraging story. Almost two-thirds of respondents (64%) said their experience of supporting charities over the past year had been positive, while only 7% described it as negative. More importantly, people who reported positive fundraising experiences were significantly more likely to continue supporting charities in the future.

As Paul Winyard, Head of Policy at the Fundraising Regulator, put it:

"When people have a positive fundraising experience, they are far more likely to continue supporting charities in the future."

That tells us something important. Trust isn't built at the moment someone is asked to donate. It is built over weeks, months and years through every interaction someone has with an organisation. It comes from consistently demonstrating impact, communicating honestly, and helping supporters feel connected to the mission rather than simply being asked to fund it.

This is where branding and communications play a far more strategic role than many charities realise. A strong brand isn't about having a modern logo or an attractive colour palette. It's about helping people immediately understand who you are, why you exist and why your work matters. Equally, transparent communications demonstrate accountability, while authentic storytelling helps supporters see the real people and communities behind the headlines.

We've seen this first-hand through our work with Abaseen Foundation. Over several years we've supported the charity in developing its digital infrastructure and communications, helping it tell the ongoing story of the communities it serves. Rather than communicating only when fundraising, Abaseen regularly shares project updates, reports on the progress supporters have made possible, and demonstrates exactly how donations are changing lives. That consistent approach has helped build credibility, strengthen relationships with supporters and create a community of people who feel genuinely connected to the organisation's work.

The latest research doesn't suggest charities should become louder. It suggests they should become clearer, more transparent and more consistent. Every website visit, every email, every social media post and every fundraising appeal either reinforces trust or weakens it. Communications should never be viewed simply as promotion; they are one of the primary ways organisations demonstrate accountability and authenticity.

The encouraging message from the research is that trust can be rebuilt. Positive experiences lead to stronger relationships, and stronger relationships lead to ongoing support. That is something every charity can influence through thoughtful branding, honest communications and a commitment to showing, not just telling, the impact of its work.

So here's a challenge: take five minutes to look at your charity through the eyes of someone who has never heard of you before. Visit your website. Read your latest news story. Scroll through your social media. Ask yourself one simple question: Would this give me confidence to donate?

If the answer isn't an immediate "yes", the issue probably isn't your cause. It may simply be that you're not communicating your impact as clearly, consistently and transparently as you could.

In a world where trust has become harder to earn, that might be one of the most valuable investments your organisation can make.