Guest post by Kristina Richards
‘Tis the season of giving, but before volunteers come running to your doors and you start cashing donation checks, you may need to reassure your supporter base about your organization’s reputability. Consumers are increasingly savvy each year, and to ensure that they are willing to get involved with your organization, you need to look as reputable as possible. By understanding the importance of the following four elements, ensure your charity’s reputation looks stellar and protect your community from scams:
1. Online Reputation
Everyone from college applicants to business executives needs to pay attention to their online reputation, and charities are no exception to this rule. Rody Moore, the founder of Genbook, a small business marketing firm, advises clients to engage four simple rules when it comes to online management. In a recent Mashable.com article, Moore explains the importance of:
- Paying attention to what your customers (or volunteers) are saying
- Generating more reviews when possible
- Promoting your reputation through social media sites
- Responding quickly to any complaints that arise
Both volunteers to your program and recipients of your charity have the opportunity to sing your praises or lambast your efforts online, but only you have the power to deal with negative reports and encourage increased positive exposure. Talk to people who have received your services as well as people who have volunteered for your organization and ask them to post positive reviews online.
Scam-savvy volunteers will take the time to research your organization before they are willing to donate time or money. To encourage their involvement, ensure you are running a transparent operation. Check your organization’s profile at Give.org, the Better Business Bureau’s online source for charity reports and standards. If you find any incorrect information, contact the BBB as soon as possible to make the necessary adjustments. Another great place to make sure your info is up-to-date is Guidestar.org.
3. Charity Phishing
A decade ago, charity fishing was just a kid’s game played at fundraising bazaars, but now, the phrase has taken on a new spelling and a new meaning. Charity phishing scams are one of the biggest scams to threaten consumers over the holidays. To safeguard your email list, ensure that you have a strong password and avoid accessing your list over a shared Wi-Fi system, as this makes it easy for hackers to gather the details they need for a charity phishing scam.
4. Educate Your Volunteers and Donors
The best phishing scam protection is knowledge, and because not every scam can be avoided, you need to educate your volunteers and donors about how to spot scams. If your email list is compromised, the phishing email will likely come from an address that looks similar to yours or an address that is cloaked by your organization’s name. The email will encourage people to donate to your cause, but instead of bringing them to your website, the email will direct them to a phishing website. Once they enter their information there, the scammers can take off on a credit card spending spree. The more your organization’s participants know about these scams, the easier it will be for them to avoid them.
How do you safeguard the reputation of your organization during the holidays? Share your thoughts in the comments below!
Now that her kids are older, Kristina Richards has more time for charity work. She spends most of her free time volunteering at a downtown women’s shelter.