I don’t care what you sell or how amazing your offer is; If I don’t like you, I’m not buying. If I don’t like your website, I am going elsewhere. If I don’t like the charity you are connected with, I am going to find someone else who supports the charity I like, and buy from them.
It’s not fair. It’s not even logical. But I am the consumer, “fair” and “logical” don’t have nearly as much weight as “gut instinct” and “feels right.”
If you want to sell to me, you need to connect with me. We need to have rapport. We need to have some form of bond, even a weak one. If I like you first, I will buy your stuff. If I don’t like you first, say goodbye to the sale.
