This may be shocking to those leading or involved with nonprofits, but one recent research study found that only 52% of Americans trust nonprofit organizations. Fears of overspending, stories of highly paid CEOs, or mismanagement of funds have chipped away at people’s trust. This can be disheartening, as it means that whatever campaign, promotion, or media you put out, it will be immediately rejected by some people.
However, I believe this is also a huge opportunity. This is where we can use social media to build something powerful. It is TRUST.
We can think social media is only about promotion, how we ask for help, or as part of a fundraising campaign. That is a mistake.
‘What if you used your social media, in part, to consistently let people see that you do what you say you do?’
This lets supporters, and future supporters, see the results of their giving, their volunteering, and support. It lets them know their contributions are really doing something, and your team is worth investing in.
Trust is built by being consistent. It is not about the spectacular. It is letting people know they can count on your organization to fulfill the mission you are a part of.
Most organizations do some form of strategy when it comes to social media. It may be time to think about what ‘Building Trust’ looks like as part of your plan. Doing so will increase the effectiveness of future campaigns and the search for volunteers and supporters.
To learn more about building trust through social media, please contact us at the Funding Coach.
www.thefundingcoach.ca