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Blog home Trends & Issues Community relationships strengthen public trust in
nonprofits 
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COMMUNITY RELATIONSHIPS STRENGTHEN PUBLIC TRUST IN NONPROFITS 

 * Dr. Akilah Watkins (she/her)
 * September 16, 2024



More than grants, donations, or volunteer hours, public trust is the currency of
the nonprofit sector. The public’s belief that nonprofits will “do the right
thing” is what makes it possible for us to partner with communities, advocate
for our missions, and bridge political divides to build a healthy and just
nation. 

That’s why Independent Sector has been measuring public trust in nonprofits and
philanthropy for the last five years. We want to understand not just the status
of trust in the sector, but also how we can strengthen that trust. 

Data from our most recent report with Edelman Data and Intelligence highlights
what many nonprofit and philanthropic leaders already know to be true: Trust is
built from strong relationships, and it thrives on proximity—that is, how
closely and directly we’re involved with an issue and work with the people who
are affected by it. The more we connect with our communities, the more we can
support them. 


TRUST IN NONPROFITS IS HIGH—BUT COULD BE HIGHER 

In the last year, trust in nonprofits increased by 5 percentage points to 57%.
Trust in philanthropy remained steady at 33%. In a divisive election year, when
respondents reported lower levels of trust in almost every other sector—from
small businesses to the news media—these numbers are significant. They tell us
the public continues to believe nonprofits will do the right thing, even as they
feel increasingly let down by other types of organizations. 

The data shows Americans are overwhelmingly concerned about the future of the
country. In particular, 94% of respondents said they were worried about growing
social and political divides, and 58% said the rising cost of living was a top
concern. On both of these key issues, they had more confidence in nonprofits
than in big business, the federal government, or the media to make a positive
difference. 

The foundation for this confidence comes down to relationships. Trust is
relational—so is the work of nonprofits. 


PARTICIPATION IS ESSENTIAL TO PUBLIC TRUST 

Across the country, nonprofits engage with their communities in ways that
for-profit entities and other institutions do not. They work with people to
achieve shared goals—and, in fact, they rely on participation from their
communities just as much as those communities rely on their services. 

Think of your local food bank or food pantry. You’ve probably interacted with
one of these organizations at some point—whether through volunteering, donating,
or participating in food drives. This is the kind of interaction that builds
trust. Our research found that 69% of respondents are more likely to trust
nonprofits working directly in their neighborhoods to meet the needs of every
community member.  

We can also see that volunteerism has a powerful effect on trust. In our survey,
79% of respondents who had volunteered with a nonprofit within the last few
years said their experience gave them a more favorable view of the sector, and
88% said they would volunteer again. By providing accessible on-ramps for people
to engage in the civil life of their communities, nonprofits can lay the
groundwork to build trust. 


WE NEED TO MAKE THE CASE FOR ADVOCACY 

It’s encouraging to see that people trust nonprofits to mend social divides and
improve key issues. Pluralities of respondents expressed high levels of trust in
nonprofits to provide spaces for those from different backgrounds to work
together (39%), advocate for people who have been historically overlooked by
government (37%), and promote free speech and expression (37%). Yet, there is
significantly less trust in the sector when it comes to advocacy-related work. A
plurality (41%) don’t trust nonprofits to avoid partisan politics—possibly
because they think it’s impossible for any entity to truly avoid partisanship
today.  

Advocating for the people we serve is critical to nonprofits’ ability to advance
our missions and support our communities. We need to better communicate the
importance of advocacy as a key function of the sector and create more
opportunities for people to take part. 


STRONGER RELATIONSHIPS LEAD TO GREATER TRUST IN NONPROFITS 

Trust is a verb. We see it in action through the relationships that nonprofits
build and sustain with their communities. They show up at festivals and farmers’
markets to talk to folks about their efforts. They support local events and host
donation drives and art walks. Their work touches the lives of everyday people. 

The survey data shows us clear pathways to increase public trust: Nonprofits can
make opportunities to participate even more accessible and inviting. They can
communicate more clearly how all areas of their work benefits
communities—especially their advocacy efforts to advance social change.  

To be effective, nonprofits need the trust, the investment, and the
participation of the people we serve just as much as they need our services. We
can strengthen that trust by inviting communities to join us in our work as
co-creators in our vision for positive change. 

Photo credit: AnnaStills via Getty Images

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 * Funders
 * Nonprofits
 * Researchers
 * International
 * US
 * Nonprofit and charity work

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ABOUT THE AUTHOR

 * Dr. Akilah Watkins (she/her)
   President and CEO, Independent Sector
   See bio
   
   Dr. Akilah Watkins is president and CEO of Independent Sector. She leads the
   only national membership organization that brings together a diverse
   community of changemakers, nonprofits, foundations, and corporate giving
   programs working to strengthen civil society and ensure all people in the
   United States thrive.
   
   With 25 years as a national thought leader, community organizer, and
   nonprofit executive, Dr. Watkins’ expertise includes nonprofit leadership and
   advocacy, equity in the nonprofit sector, and community development. Prior to
   Independent Sector, Dr. Watkins led the Center for Community Progress, the
   nation’s leading nonprofit dedicated to helping state and local governments
   turn vacant properties into vibrant places. She has served as an executive
   leader for nonprofit and community development initiatives in the Obama
   Administration, NeighborWorks America, The Robert Wood Johnson Foundation,
   Ford Foundation, and the Center for the Study of Social Policy.
   
   She holds a Doctor of Philosophy in Sociology from the University of Illinois
   at Chicago.
   
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