Combatting Negative Public Perceptions of Your Nonprofit

A 2023 survey by Indiana University’s Lilly Family School of Philanthropy offered nonprofits both encouraging and concerning insights. While the public trusts philanthropic organizations more than government and businesses, 30% of respondents feel nonprofits are on the “wrong track,” and only 18% believe they’re on the “right track.” The remainder were undecided.

As a nonprofit leader, you want your organization, its leadership, and its programs to be trusted and respected. This trust is essential for raising funds and achieving your mission. If you’re concerned about waning public confidence, here are some key steps to help protect your organization’s reputation.

Strategies for Managing Negative Perceptions

While some public opinions are out of your control, there are actionable steps you can take to manage your organization’s image and ensure it withstands crises and general skepticism.

Prioritize Transparency

Keep stakeholders regularly updated on your fundraising activities, how funds are being used, and the progress you’re making toward your goals. If your nonprofit only communicates during fundraising campaigns, you’re missing valuable opportunities to build trust and enhance your reputation.

Empower Your Staff and Volunteers

Although your executive director or president may serve as the public face of your nonprofit, every staff member and volunteer represents your organization in their interactions. Ensure they understand this responsibility and receive the training necessary to positively represent your mission.

Prepare for External Backlash

When other nonprofits come under scrutiny for mismanagement or poor practices, your organization may face collateral skepticism. Be ready to explain your own checks and balances, demonstrating transparency through your annual reports, newsletters, and website. This can be an opportunity to highlight your commitment to responsible stewardship.

Letting Go of Uncontrollable Factors

If you’re running your nonprofit with integrity, transparency, and a commitment to your mission, you’re likely doing the best you can. However, some individuals may still disagree with your approach or reject your public statements. Rather than focusing energy on winning over detractors, it’s often more productive to focus on your mission and supporters who share your values.

By taking proactive steps, your nonprofit can maintain the trust of its stakeholders and continue making a positive impact despite external challenges.

At Accavallo & Company LLC, we encourage you to reach out to us for guidance and assistance. Our experts can be reached at [email protected] or call 203-925-9600 for immediate assistance.