Digital trust: how digital platforms make NPOs closer to people

Digital transformation has long crossed the boundaries of business and government. it has now become an urgent need for the non-profit sector as well. NGOs that work with beneficiaries, volunteers and donors are forced to change in order to remain effective and not lose touch with their audience.

But digitalization for a foundation is not just about “making a website.” This is primarily a tool for building transparency and trust. Modern technologies make it possible to shorten the path from the desire to help to real action: to one click. As developers, we see: NPOs are increasingly creating entire ecosystems: websites, client portals, integrations with CRM. For example, the project “Children instead of flowers”. A client portal was developed for him, connected to CRM and the website. What did it give? Donors see their progress from year to year, understand exactly who they helped, and the convenience of the service makes them come back again. Transparency and simplicity breed loyalty.

But now let's look at two other cases - completely different in scale, but equally valuable. The Vera Federal Foundation and the Favor Center show how digital can not only simplify processes, but also become a bridge for warm relations between donors and beneficiaries. We asked our clients questions to better explore the topic of trust in the digital age.

Vera Foundation - how technology reduces distance

1. What digital tools help build trust and authenticity?

Digital tools reduce the distance between those who need help and those who are ready to help.

Online donations simplify the transfer: there is no need to carry cash or enter details on a piece of paper - everything is done in a couple of seconds. This makes giving much easier and faster compared to more conservative formats that require time and effort.

CRM systems and email services allow you to receive the donor’s email through the donation form and then report to him. On the fondvera.ru website, a person sees a targeted collection and the history of someone who needs support - we connect them with each other. Thanks to digital tools, this entire journey turns into a single cycle that reduces the distance between philanthropists and beneficiaries. Without numbers at such a federal level, charity would now be practically impossible.

2. What helps you feel included if you can’t be physically there?

The most striking example is the pandemic, when everyone switched to remote work and was able to continue working in the same format. Even sitting at home, colleagues remain just a click or touch away - technology connects us.

When it comes to communication not within the team, but between the foundation and supporters, messaging and storytelling are critical. It is through the tone of voice, visuals and style that the mission and philosophy of the foundation are manifested. Sloppy communication is often associated with careless handling of donations—it's not a pattern, but it's a common association.

Therefore, we are especially attentive to visual communications: social networks, outdoor advertising, website, projects (Children instead of flowers and About Palliative). The main thing is how we tell the stories of the beneficiaries, where they were in need and how we helped them together. The tone of our communication should always convey “person to person” contact.

All the tools that simplify work and allow us to scale our activities should only be a service for us: to facilitate tasks and free up time for conversations with beneficiaries, to understand their requests, support and be present. This is what we try to emphasize in all selected channels.

3. Have you ever had an experience where a digital tool became an emotional support?

For the Vera Foundation, e-mail feedback is the most important emotional channel. We regularly receive letters from relatives of those whom we helped to pass away with dignity. When a family experiences their grief and decides to share their experience, these letters are incredibly moving - they express all the benefits of our daily work.

Through such feedback, we see how our deeds resonate in the hearts of people who needed us. This supports Russian NGOs on the difficult path.

Another example is the volunteer service. She shares monthly stories in presentation format at internal meetings. We hear about incredible coincidences, dramatic twists, dreams come true - scenes like these you won't see in any movie. Living this and being involved in it is a huge gift.

4. How should a person feel after the first contact with the fund’s digital platforms?

I would like a person to feel like a human being. Despite the grief that befell him, on our websites and applications he first of all saw an outstretched hand that he could grab when he was ready. So that he feels: he is not alone.

There are people nearby who have already walked this path, understand and are ready to be there for as long as necessary. This is the simplest and most important positioning of our digital platforms - the feeling that help and support are nearby.

"Favor" - Telegram bot as a magical assistant

1. Telegram bot is a rather non-standard tool for NPOs. Why did you decide to use it and what problem does it solve for you?

We decided to use it because we were looking not just for a digital tool, but for a specific solution to three key problems:

1. Manually recording visits and points was a huge burden on the team. The bot took over this function, which radically relieved the burden on teachers and administrators. Now they do not waste time on administrative work, but can focus on what is most important - the children and the quality of classes.
2. We wanted to speak to children in their language. They live in an environment of instant messengers, and Telegram is a familiar and comfortable environment for them. The bot made communication with the Center simple, instant and intuitive. They don’t need to look for or ask anyone - all the information (schedule, balance, recording) is always at hand.
3. The point system has become completely objective. The child sees how he is instantly awarded points for his visit, and knows that nothing will be lost or forgotten.

2. Were there any unexpected moments when you felt that a digital tool is not only about “convenience”, but also about emotional contact?

Yes, the children liked the simplified process, where everything they need is in one place, and there is no need to look for anything in other chats.

We see how children discuss their “score achievements” among themselves, and consult with each other on what is best to exchange points for. The bot essentially created a new playing field for social interaction within the group.

For some shy children, writing a message to a bot turned out to be psychologically easier than going up and asking an adult a question. This allowed us to establish contact with those who previously might have remained in the shadows.

3. What advice would you give to other NGOs who are still afraid of “technical solutions” and think that digital is “difficult” or “not for them”?

Start with pain, not technology. Don't ask yourself, "What kind of bot should we make?" Ask: “Which routine activity takes up the most time and effort?” (as it was with us, taking into account visits). The answer to this question is your goal.

4. In one sentence: how do you want a person to feel after their first interaction with your bot or website?

We want that after the first interaction the child feels that he has a personal, understandable and magical assistant in his pocket, which makes his life at the Center easier, fairer and more interesting.

How digital builds trust

What do these two cases have in common? Availability. Modern platforms allow a person to interact with NPOs here and now, without jumping between email, phone and social networks.

But accessibility without a human face is worthless. The best digital solutions are the ones that go unnoticed. They save the team time so they can spend it on live conversation. As they say in “Faith,” tone of voice and visuals are not decoration, but a reflection of the mission. Sloppy online communication quickly diminishes the credibility of a nonprofit organization.

For the NPO itself, the integration of channels (website, bots, CRM) gives a complete picture. You can analyze what works, scale successful services and adapt to the needs of society. You can also collect that very feedback that becomes an emotional support for the entire team.

The future of the NPO sector

Now digital platforms for NGOs are no longer an option, but a basis for trust. People have become accustomed to receiving services online, and the nonprofit sector is adapting well.

Large funds have been developing IT tools for a long time, and small organizations are just starting this path, looking back at the experience of their elders. The Favor case shows that even a simple decision, if it is based on real pain, can radically change both internal processes and the atmosphere in the community.

The movement towards digital benefits everyone. NPOs receive effective management tools. Philanthropists are an honest and convenient way to change the world for the better. And behind the interface there are always living people. Those who need help. And those who are ready to give it. Digital is not a replacement for heat, but the most careful bridge between them.