We address the concept of the JoHari window in our book, “Build a Nonprofit Castle….With 8 Tools Hidden in the Sands.”  It was developed by Joseph Luft and Harrington Ingram circa 1955.  To boil down the concept there are four “windows” in our relationships that represent self-awareness (or not) and the awareness of others (or not.) As one of these windows expands the others shrink.  So, what does that have to do with not-for-profits? My application of the window to nonprofits suggests leaders should have goals around exponentially raising awareness, minimizing the unknown, and thereby building trust among their various publics. Ultimately, it will result in greater donor loyalty and in turn greater gifts as evidenced by the window.