Trust during the holiday season is freely given. It must be something about the charitable feeling and spirit around the  month between the day after Thanksgiving and the day after Christmas.

Whatever the psychological, theological or emotional motive this feeling of trust  springs from, the public is sure to hear stories in the news about organizations (the Salvation Army), corporations (any retail giant) and governments (yes, I’m looking at YOU Healthcare.gov) abusing this trust for nefarious means.

It kind of puts in perspective what was said here and here this week; but bear our indulgence on this point for just a moment:

Trust requires that the giver and the receiver engage in a dance of vulnerability and responsibility.

The giver must be willing to put down cynicism and suspicion and the receiver must be accountable and responsible.

The charities and organizations that are doing best—both now and in previous holiday seasons—are those that focus on the intersection between quality, accountability, transparency and relationship.

When trust happens between the giver and the receiver, a relationship is built up over time that neutralizes deceit, suspicion, obfuscation and irresponsibility.

And that’s a process that’s even more scalable than the industrial based processes that got us to where we are now.

Remember, it took us 100 years to get to this point…it will take at least that long to get us back to sanity.

Are you, and what you are building, up to the challenge?