Public trust is the lifeblood of nonprofits. This trust fuels partnerships, inspires advocacy, and powers solutions to societal challenges. But trust doesn’t just happen—your nonprofit must earn this trust through transparency, community engagement, and consistent impact.
Recent research from Candid, in partnership with Edelman Data and Intelligence, reveals encouraging news: trust in nonprofits remains strong, even as confidence in sectors like business and media falters. In fact, trust in nonprofits increased by five percentage points to 57% over the past year, with 69% of respondents expressing higher confidence in organizations active in their neighborhoods.
So, how do nonprofits build on this foundation to deepen trust and create lasting change?
The Key to Trust: Engagement
Local engagement is a cornerstone of public trust. People feel most connected to organizations they can see and experience directly, like food banks, community centers, and other grassroots nonprofits. According to the study, 79% of individuals who volunteered with a nonprofit reported a more favorable view of the sector afterward. This underscores the power of showing up, meeting real needs, and inviting others to participate in the mission.
Nonprofits thrive when communities view them as partners in change rather than distant service providers. Each volunteer experience, program, or event strengthens these bonds, turning trust into action.
The Advocacy Opportunity
One area where nonprofits can build more awareness is advocacy. Advocacy plays a critical role in driving systemic change and amplifying the voices of underserved populations, yet many people underestimate this aspect of nonprofit work.
The study highlights a challenge: some respondents associate advocacy with partisanship, which creates hesitation. Nonprofits have an opportunity to demystify advocacy by framing it as a mission-driven effort focused on equity and long-term impact. By clearly communicating how advocacy ties back to the nonprofit’s mission and the communities it serves, organizations can build greater trust and understanding.
Strengthening Trust Through Transparency
Transparency goes hand in hand with trust. Nonprofits can boost credibility by being clear about their goals, sharing the outcomes of their work, and showing how community support directly contributes to impact. Offering accessible ways for individuals to engage—whether through volunteering, donating, or advocating—reinforces the idea that everyone can play a part in creating change.
A Path Forward
Trust is not a given—it’s cultivated over time, one relationship at a time. Nonprofits must remain intentional about connecting with their communities, listening to their needs, and demonstrating accountability.
As the nonprofit sector evolves, sustaining trust will require:
Engagement: Inviting community members to co-create solutions.
Transparency: Communicating openly about goals, outcomes, and challenges.
Advocacy: Educating the public about advocacy’s role in achieving systemic change.
Public trust is a nonprofit’s most valuable asset. By building and nurturing these connections, organizations can continue to bridge divides, foster collaboration, and drive meaningful change in an ever-changing world.
Cheers,
Michelle Crim, CFRE
Dynamic Development Strategies can help. We offer coaching, grant writing, and fundraising services for our nonprofit clients. We specialize in small to mid-size organizations because we understand your challenges. Please contact us for more information.
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