In charity we trust .... or do we? Exploring the nature and role of trust in the donative decision process

Does the level of trust held by donors in the charitable organisations they support have an impact on their giving behaviour? While existing literature would indicate a relationship between trust and giving behaviour, it also suggests a disturbing possibility that the prevailing strength of trust in charities is being eroded in the current climate of commercialisation. This paper explores the nature of donor trust in charitable organisations and its relationship to their giving behaviour.