Donors today don’t just give because of a catchy campaign or emotional appeal. They pause, research, and ask questions. And if they don’t get clear answers, they walk away.
That’s not because they don’t care. It’s because they care enough to want proof.
52.9% of Gen Z donors now say they won’t donate to organizations they don’t trust. Transparent nonprofits raise 53% more than those that aren’t as open.
Transparency earns trust and trust is what turns one-time donors into recurring donors.
What Transparency Looks Like in 2025
Transparency used to mean posting a PDF of your annual report or uploading board bios to your website. That’s no longer enough.
Today, donors want a clear view of your leadership, funding, impact, and your everyday decisions.
Here are six areas where transparency matters most and how to get them right.
1. Finances: Show Where the Money Goes
You don’t need to overwhelm people with every financial detail, but donors do expect to understand how money flows in your organization.
They want to know:
- how the money is being allocated
- how much of it is going directly to programs
- why operating costs are what they are
Make your annual reports easy to understand. Conduct yearly audits. If possible send timely donation receipts.
And yes, even staff salaries matter. If leaders are paid competitively, explain why. Tie compensation to experience, sustainability, and the value they deliver. Most donors don’t mind fair pay, but they mind poor communication.
2. Fundraising: Let Donors Walk the Journey With You
Every fundraising campaign should be a shared journey not just about asking for money.
Be clear and honest about:
- Your goals and progress
- Where the money is going
- Unexpected challenges or funding gaps
The more transparent you are during the campaign, the more confident donors feel when giving.
3. Governance: Show Who’s Behind the Mission
Your leadership matters to donors. They want to know the people leading the mission.
Make it easy for donors and volunteers to understand your structure:
- Share your board members’ names and roles.
- Describe your current board governance model.
- Let your community know how big decisions are made and who’s accountable.
When people trust the people behind your mission, they’re more likely to support it.
4. Impact: Show, Don’t tell
Saying “We changed lives” is no longer enough. Donors want to see how and who you’re helping.
Donors want: Real stories, photos, videos, and testimonials.
Example: If you raise money for a visit to an orphanage:
- Share photos of delivered goods
- Post a video from the visit
- Include short interviews with children or staff
- Send a 6-month update on how the experience made a difference
Make your supporters feel present in the story. Let them see the transformation they helped make possible.
5. Communication: Make It Easy to Reach You
Transparency isn’t just what you publish but also how you connect. Donors and volunteers should feel like they can reach out and be heard.
This could be:
- A donor app for updates and Q&A
- A CRM tool (like Lamp) that enables community-building and two-way communication
- Consistent messaging via email or social platforms
Use inclusive, clear language. Stay consistent in your voice. And be proactive with updates not just when people ask questions.
6. Accreditation & Ratings: Show That You’re Accountable
Positive ratings from third-party accreditation organizations (like Charity Navigator, BBB Wise Giving Alliance, and CharityWatch) add a layer of external trust.
These platforms evaluate your financial integrity, governance, legal compliance, and transparency.
Analyse Your Strategy
Here’s how you can evaluate the effectiveness of your transparency efforts:
- Track engagement
Are your emails getting opened? Are people interacting with your videos and impact stories? - Ask for feedback
This feedback will help you make meaningful improvements.
- Do you understand how we use donations?
- Do you feel confident in our leadership?
- Do you feel included in the impact we’re creating?
Start Your Transparency Journey With the Right Tools
Transparency doesn’t have to be overwhelming or time-consuming.
Use tools like Lamp that make it easy to show donors exactly how their gift creates impact. With Lamp, you can:
- Track campaign progress in real-time
- Create donation reports effortlessly
- Share financial and governance info in a click
- Build stronger, two-way relationships with donors and volunteers
Transparency is more than a best practice; it’s the foundation for long-term success.
Explore the GetLamp Blog for more guides, and strategies to grow your nonprofit in 2025 and beyond.