The State of Trust in Philanthropy

Key Takeaways:

• The State of Trust in Nonprofits:

  • Data sourced from studies such as Indiana University Lilly Family School of Philanthropy and Give.org BBB Wise Giving Alliance.

  • Trust varies based on education level, volunteerism, and donor engagement.

• Who Trusts Nonprofits?

  • Highly educated individuals, active donors, and volunteers show higher trust.

  • Generational differences reveal younger demographics (born after 1981) engage differently with nonprofits.

• Who Do Americans NOT Trust?

  • Large corporations, Congress, and government entities rank lowest in trust. Nonprofits are perceived as a better alternative for creating impact.

• Building and Maintaining Trust:

  • Commit to ethical principles and accreditations to reinforce credibility.

  • Leverage volunteers to enhance trust, as they are seen as ambassadors for the organization.

• Trusted Communication Channels:

  • Align messaging with trusted sources of information, particularly for younger generations.

  • Use newsletters, storytelling, and program updates to demonstrate transparency and accountability.