Public Confidence in the Nonprofit Sector

Several national studies have cited a "crisis of confidence" in America's nonprofit sector. 

Recently, the San Diego Foundation and the Caster Family Center for Nonprofit Research at the University of San Diego wanted to find out about public confidence in San Diego County nonprofits to determine how, if at all, a national "crisis in confidence" impacted our regional nonprofit sector. This past June (2008) we released our report: The Appreciated Sector: Public Confidence in San Diego Nonprofits. 

This was an important study to conduct for several reasons. 

For one, public confidence in the nonprofit sector is an important indicator of the overall health of the sector. And a lack of, or a decline in the public's confidence could result in a weakened nonprofit sector thereby diminishing the viabilty and sustainability of the sector. Secondly, public confidence in the nonprofit sector also influences whether or not people choose to be involved in the sector either through time, money, or resources. 

As such, public confidence in the nonprofit sector is of the utmost importance.  

But, how can nonprofits work to increase the public perception where there is little, or even no, confidence? 

Well, one answer may lie with "awareness."  Increasing public awareness about nonprofits, and about how the sector operates.  As shown in our report, people who are familiar with (or have an awareness of) nonprofit organizations tend to express more confidence in the nonprofit sector.  

This may seem like a logical connection; however, many nonprofits fail to adequately market the "good works" of their organization.  Marketing about nonprofit organizations and about the "good works" of the organization is VERY important.  Particularly because it allows the public to truly understand what it is that the organization stands for.  Especially given that the media will often focus on scandals within the nonprofit sector, it is important that nonprofits begin to counter negative publicity with positive stories. 

Additionally, it is also important that nonprofits "comb" the internet to find out what, if anything, the public is actually "saying" about the organization (this means accessing and searching forums, organizational feedback requests, etc.).  Moreover, nonprofits must continue, or even begin, to maintain functional, informative, and user-friendly websites that provide the public with the most accurate and up-to-date information about the organization's mission, programs, services, and accomplishments.

Public Confidence in the Nonprofit Sector