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How do you build trust with your program audience?

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Building trust with your program audience is crucial for any non-profit organization that wants to achieve its mission and create lasting impact. Trust is the foundation of strong relationships, effective communication, and meaningful feedback. But how do you build trust with your program audience, especially if they are diverse, remote, or hard to reach? Here are some tips to help you foster trust and engagement with your program participants, beneficiaries, and stakeholders.

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Ibrahim Musah

Head of Strategy, Policy and Campaigns
Aicha Araba Etrew, PhD

Policy Analyst | Strategic Communication | Digital Media Analyst | Content Writing |

1 Know your audience

The first step to building trust is to know your audience well. Who are they, what are their needs, challenges, goals, and preferences? How do they access information, communicate, and learn? What are their expectations and feedback about your program? You can use various methods to gather this information, such as surveys, interviews, focus groups, observations, or data analysis. Knowing your audience will help you tailor your program design, delivery, and evaluation to their context and needs, and show that you respect and value them.

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Ibrahim Musah

Head of Strategy, Policy and Campaigns
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Another helpful approach to build trust is to be opened with the audience or target population. Openness involves giving them the relevant information at the right time to enable them make informed decision and choices on issues on the 'table'.

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2 Communicate clearly and consistently

Communication is key to building trust with your program audience. You need to communicate clearly and consistently about your program's purpose, goals, activities, outcomes, and impact. You also need to communicate how your program audience can get involved, provide feedback, and access support. Use the channels and formats that your audience prefers and understands, such as email, phone, social media, video, or audio. Be transparent, honest, and responsive in your communication, and avoid jargon, acronyms, or technical terms that might confuse or alienate your audience.

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Ibrahim Musah

Head of Strategy, Policy and Campaigns
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In my experience, communication is a two-way away. It involves the one giving the message and the receiver of the message. The message should be succinct, simple and straightforward. The language use should avoid jargons to ensure ease of understanding and to ensure the message will be used well.

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3 Involve your audience in your program

One of the best ways to build trust with your program audience is to involve them in your program as much as possible. This means engaging them in the planning, implementation, monitoring, and evaluation of your program, and giving them opportunities to contribute their ideas, opinions, skills, and resources. By involving your audience in your program, you show that you value their input and feedback, that you are accountable and responsive to their needs, and that you are committed to co-creating solutions and impact with them.

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Ibrahim Musah

Head of Strategy, Policy and Campaigns
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One thing I have found helpful in my over 2 decades of international development is involving the right people /audience and at the right time in your programme. You should do the right consultation to get the right people to participate to get you the right results that can make impact.

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Aicha Araba Etrew, PhD

Policy Analyst | Strategic Communication | Digital Media Analyst | Content Writing |
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Being honest and trustworthy is essential. Involve you audience in every step or stage of the program. Keep them informed. Center their experience and interest. Practice inclusivity to ensure that every member feels they are a significant part of the program.

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4 Showcase your impact and acknowledge your challenges

Another way to build trust with your program audience is to showcase your impact and acknowledge your challenges. You need to demonstrate how your program is making a difference in the lives of your audience and the communities you serve, and how you measure and report on your impact. You can use stories, testimonials, data, or visuals to highlight your program's achievements and successes. At the same time, you need to acknowledge your challenges and limitations, and how you address them. You can share your learnings, failures, or improvements, and how you use feedback and evidence to adapt and improve your program. By showcasing your impact and acknowledging your challenges, you show that you are credible, humble, and learning-oriented.

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5 Build relationships and rapport

The final tip to building trust with your program audience is to build relationships and rapport with them. You need to show that you care about them as individuals and as a group, and that you are interested in their stories, experiences, and aspirations. You can use various strategies to build relationships and rapport, such as expressing appreciation, empathy, and recognition, using humor and icebreakers, asking open-ended questions, listening actively, and following up. By building relationships and rapport, you show that you are friendly, approachable, and supportive, and that you are not just a program provider, but a partner and ally.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you build trust with your program audience?

1

2

3

4

5

6

1 Know your audience

2 Communicate clearly and consistently

3 Involve your audience in your program

4 Showcase your impact and acknowledge your challenges

5 Build relationships and rapport

6 Here’s what else to consider

Non-profit Program Development

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How do you build trust with your program audience?

1

2

3

4

5

6

1 Know your audience

2 Communicate clearly and consistently

3 Involve your audience in your program

4 Showcase your impact and acknowledge your challenges

5 Build relationships and rapport

6 Here’s what else to consider

Non-profit Program Development

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