Trust is foundational to charitable giving, but while Canadians’ trust in charitable organizations is high, their level of trust in charitable fundraising is not.
The following issues have historically been of concern to the public:

- The percentage of a donated dollar that makes its way to the intended beneficiary
- The methods through which that donated dollar is obtained, and the efficacy of those methods
- The status of those involved in securing that dollar, and their motives and incentives.

Fundraising is considered problematic because it is at once too professional to be trusted and not adequately professional to warrant trust. Contributing factors on one hand include the perceived high cost and concern over ethical issues and on the other the lack of formal educational requirements, voluntarist roots and gender bias. Drawing on recent research, this session will explore why a general distrust of professional fundraising persists and consider if and how fundraising can gain the public's trust.

Learning Outcomes:

1. The role of trust as a foundational element in securing donations

2. The role that fundraising ethics play in strengthening public trust

3. The role and effectiveness of the regulatory environment in protecting the public trust

4. The impact of the marketization of philanthropy on professional fundraising and donor expectations

5. How academic research into fundraising & philanthropy can inform practice

Juniper Locilento, MPNL, CFRE

Senior Director, Development

YMCA of Greater Toronto

Juniper Locilento, MPNL, CFRE is Senior Director, Development at the YMCA of Greater Toronto where she leads annual giving, events, donor relations fundraising operations and a capital campaign for the new Vaughan Metropolitan YMCA. 

Juniper is passionate about coaching teams through change initiatives to drive revenue growth: during a six-year tenure with KCI (Ketchum Canada Inc.), she provided counsel for six capital campaigns and supported her clients in raising over $100M. 

Juniper began her career in the arts, working with Soulpepper Theatre Company, Tapestry New Opera Works, the Canadian Opera Company and many others to nurture new audiences and secure public sector and philanthropic support. 

As a volunteer, Juniper serves as a Director and VP, Public Affairs for the AFP Greater Toronto Chapter, a Director for the AFP Canada Foundation for Philanthropy and as a Communications Committee and Government Relations Committee Member for AFP Canada. She recently earned a Master of Philanthropy and Nonprofit Leadership from Carleton University and serves frequently as a coach, presenter and trainer for all things fundraising.