Why The Nonprofit Sector is the Most Trusted Sector in America

According to research completed by Independent Sector, nonprofits are the most trusted sector in American society. In its study, 57% of Americans reported high levels of trust in nonprofits,  compared with just 18% for the federal government (Figure 19). It is likely that Americans trust nonprofits because they serve a mission rather than generate profits for shareholders, and their work has a direct connection to the communities they serve. Only 17% of Americans say they trust the government in Washington to do what is right.

As I work through the Nonprofit Management program at the University of North Florida, I am getting a more in-depth view of just how much goes into effectively managing a nonprofit organization. There is a science to building and sustaining high-performing nonprofit organizations that most people never get the opportunity to see. One of my goals in learning this information is to apply it directly to the work we do at The Simmons Agency to serve clients in the nonprofit world. Learning from professors with experience in the nonprofit sector is giving me a better understanding of what successful organizations do differently. One of the most important factors is trust.

According to Candid, research shows that the transparency of your work drives trust. Your website and social media should make it easy for people to understand what your organization does, who it serves, and how they can get involved. People tend to trust the faces and organizations that they see consistently. Your nonprofit also needs to make its impact easily understood by sharing photos, videos, testimonials, infographics, and sources of funding. This will turn your success and triumphs from words into something the community can see and connect with. When the public knows your organization's actions are competent and results-oriented, clear and relatable, and close to the community and nonpartisan in service, then they will hold your organization in high regard.

The high trust that the American people have in nonprofits is one of its greatest assets, but it is also its greatest responsibility. If you’re ready to lead your organization with clear and relatable messaging or simply want an outside perspective on your organization's communication strategy, contact us today.

-Ron