Harnessing Trust to Expand Your Nonprofit’s Impact

This blog was written in collaboration with Anne Erhard, EVP of Social Impact and Sustainability at Edelman, who brings over 20 years of expertise in corporate responsibility, environmental and social governance, diversity and inclusion, and nonprofit marketing strategy.

Trust in nonprofits is on the rise in the U.S. for the first time in five years, up 5% since 2023. This growth highlights the sector’s credibility and unique ability to deliver real solutions to society’s challenges.

In stark contrast, trust in traditional institutions like government, media, and corporations continues to decline. Nonprofits stand apart as beacons of transparency, progress, and purpose—qualities that resonate deeply with those seeking meaningful change.

To capitalize on this momentum, nonprofits must go beyond securing funding. The key lies in empowering supporters to share your mission, advocate on your behalf, and inspire others to take action. 

Why empowering supporters is critical

Nonprofits thrive on trust, and their growing reputation as credible problem-solvers sets the stage for deeper public engagement. But trust alone isn’t enough. Leveraging personal recommendations—one of the most trusted sources of influence—can unlock even greater potential.

The 2024 Edelman Trust Barometer report shows that 48% of people trust recommendations from friends and family when making decisions compared to 33% for ads and 17% for the news. Similarly, GoFundMe’s The Social State of Giving report highlights the influence of social media creators, with most Gen Zers and Millennials following “impact creators” online. 

Notably, one in four Gen Z respondents reported donating because of a social media creator, and 51% said they would trust impact creators to make donations on their behalf. 

By harnessing institutional trust and personal influence, nonprofits can inspire action and amplify their reach.

Advocacy as a driver of growth, loyalty, and community

People give as an expression of their values and identity. When nonprofits foster genuine engagement, they cultivate more than loyal supporters—they build a community of advocates who see your mission as part of who they are. This sense of connection not only drives loyalty but also sustained growth, even in challenging times.

Research from Edelman’s 2020 Trust Barometer Special Report and ETM Brand Validation Studies highlights the power of personal investment as supporters are:

• 6x more likely to choose a brand over competitors when they feel a personal connection
• 8x more likely to stay committed, even during tough times
• 5x more likely to advocate for a brand when actively engaged

While these statistics focus on consumer brands, the same principles apply to nonprofits. Supporters who feel deeply connected to your mission are more likely to champion your cause, share your message, and remain steadfast through obstacles. 

Additionally, volunteering experiences significantly enhance perceptions of nonprofits. In fact, 79% of respondents reported that a past volunteering experience positively influenced their view of nonprofit organizations.

Advocacy-driven growth thrives when individuals see their support as an extension of their values, creating a ripple effect of loyalty and community that sustains your mission.

Equipping supporters to drive change

Giving supporters the tools to champion causes they care about transforms their involvement from passive support into meaningful action. Platforms like GoFundMe and Classy from GoFundMe empower individuals to make a tangible difference while fostering a sense of ownership in the impact they help create. 

With a single click, supporters on GoFundMe can share any fundraiser, generating a unique link that tracks their impact in real time. Their personal impact dashboard provides detailed insights, including the number of people they’ve inspired, total funds raised, and more. GoFundMe Profiles also make it easy for supporters to curate and share causes they’re passionate about, inspire others to give, and celebrate their collective impact—all in one place.

Classy’s nonprofit social sharing capabilities make spreading the word effortless. Real-time tracking tools keep supporters engaged by providing updates on campaign progress. This transparency motivates ongoing involvement and underscores the difference every supporter makes. 

By leveraging these features, nonprofits can mobilize their communities more effectively, driving greater visibility, trust, and sustained support. This approach not only broadens a nonprofit’s reach but also strengthens the connections between organizations and their advocates, ensuring lasting engagement and impact.

The power of collective action

Younger generations are increasingly drawn to collective movements that address the causes they care about most, seeing these efforts as an extension of their identity. For them, supporting a cause is more than making a donation—it’s about expressing their values, connecting with like-minded individuals, and being a part of something larger and more impactful.

This creates a unique opportunity for nonprofits to lead the charge, uniting these passionate supporters around common goals and fostering a sense of shared purpose. By equipping individuals with the tools and encouragement to advocate for your mission, you’re not just expanding your reach—you’re building a movement where everyone feels they play a vital role in driving solutions.

Empowered supporters don’t just amplify your message—they strengthen the collective effort toward creating lasting change. Their advocacy inspires others, fostering a ripple effect that transforms passive interest into active participation.

Now is the time to embrace this approach. By cultivating a community of passionate changemakers, your nonprofit can spark a powerful movement that drives meaningful, enduring impact.

Copy editor: Ayanna Julien