Last month I pointed to research by Colleen Dilenschenider that indicated trust in cultural non-profits has grown since around 2019. Non-profit Quarterly (NPQ) had a short article about similar findings by the Independent Sector showing that trust in non-profits in general was higher than government, business, media, philanthropies, and foundations.
From the NPQ article:
The latest Independent Sector report breaks down five key findings:
After four years of decline, trust in nonprofits has rebounded by 5 points to 57%.
Trust in philanthropy remains steady at 33%, lower than trust in nonprofits.
Americans trust nonprofits to reduce national divisions more than they trust corporations, government, or media.
Americans have less trust in nonprofits to advocate for public policies and conduct nonpartisan voter engagement.
There are clear pathways for nonprofits to increase public trust in the sector
I was curious to know more about what the pathways to public trust might be so I took a closer look at the report issued by the Independent Sector. The measures survey respondents indicated would increase their level of trust was largely related to a commitment to ethical behavior and transparency.
62% of respondents would trust an organization more if it passed a course or certification for ethics in its operations
61% of respondents would increase their trust if the organization committed to a set of guidelines and ethical principles for its operations
79% of respondents said their previous volunteering experience made their views of nonprofit organizations more favorable
I was pleased to see that volunteering helped people feel more favorable about non-profit organizations.
After I read some of the comments individual respondents provided, I was a little skeptical about the statements that third party ethics certification would help raise confidence in non-profits. Regardless of political identity, people’s perceptions were that many non-profits were intentionally enflaming divisions or perpetuating the problems in order to justify their existence. Certification that what had been perceived to be corrupt practices by a non-profit was actually well within ethnical practice may result in people deciding the third party certification is untrustworthy.