Charities are a vital component of the nonprofit sector, and their operations rely on financial
contributions from individuals and businesses (National Council of Nonprofits, 2024). As
Bryce (2007, p. 113 in Becker, 2021) notes, public trust in these organizations is essential, as
only those organizations that enjoy a high level of public trust receive support in the form of
donations and voluntary work. This thesis examines the performance of charities within the
nonprofit sector, focusing on the role of public trust in their success. The theoretical part of
the thesis presents the importance of nonprofit organizations, their socially responsible
behavior, the concept of trust, its dimensions, and, crucially, the significance of trust in the
context of charities. The literature reviewed highlights that the positive or negative
experiences of the public with charities significantly influence its level of trust in them. The
consequences of trust are also explored, including increased financial donations, greater
volunteer participation, improved project efficiency and effectiveness, and the long-term
stability of the organizations (CAF, 2023; BBB Wise Giving Alliance, 2023). The empirical
part of the thesis is based on an online survey questionnaire, through which data was collected
on the correlation between the level of trust, perceived social responsibility, and the intention
to donate among individuals in Slovenia. The thesis includes the hypotheses that higher trust
in charities and higher perceived social responsibility of charities increase the likelihood of
individuals donating to them.
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