Building trust with followers and fans may seem self-explanatory, but supporters and donors alike want to witness and be a part of the nonprofit’s mission. Now more than ever, followers want to trust the amazing work an organization is doing around causes everyone should care about on a deeper and personal level. Taking these steps can help solidify that trust.
Communicate and share highly valued content
According to SocialPilot, the golden rule of social media is to provide quality content consistent with your mission that resonates with members of your organization and your followers. Communicate with your audience and not at your audience. Social media is meant for sharing content people find valuable, entertaining and/or informative. Be transparent, honest, and genuine with every post and response on social media. Over time, doing so will build trust with your audience. They will look to you as a source of reputable information and guidance, which will inspire them to take action for your cause.
Engage and support user generated content
Social media is a place to build genuine relationships with potential supporters. The more you interact; the more people will connect with you and be confident in your mission. Encourage followers to get involved and share their stories with you. Create clever campaigns to have them share photos, videos and thoughts about their experiences with your organization. Utilize hashtags, trending topics and emphasize event participation to increase participation. When they engage, listen to what your followers are saying and respond to make them feel heard.
Advocate and wear your heart on your social media feeds
Sharing your nonprofit’s social values creates a deeper connection with your followers.
Use your social media accounts to raise awareness of causes close to your company’s mission and highlight any socially responsible actions your brand is taking. For example, Project Bread’s Chefs in Schools program works to improve the quality of school meals in low-income school districts. Project Bread’s staff volunteer with the professional chefs to work with school partners by providing educational resources and additional helping hands. By being authentic and showing your behind the scenes staff involvement can go a long way in building connections with long-lasting fans for your nonprofit.
Connect with trusted media outlets and influencers
A little homework can go a long way. Only align your nonprofit with trusted publications and brands to help build a positive reputation. Sharing articles from trusted news sources shows followers you know where to gather reliable and resourceful information. Once you share them on your social media feeds, engage with the source to maintain momentum from the article’s topic and how it relates to your nonprofit. Maintaining a good reputation with followers and the sources you rely on will help you build stronger relationships with them in the long run.
Only connect with influencers who advocate for your cause and who can create a unique relationship with mutual followers. Make connections with the right influencers by cross-referencing their messaging with your organization to see if they align with the organization’s mission and values. Check their level of engagement to see how often they post and interact with their followers. If they are actively involved in their niche community, influencers will most likely reciprocate their level of engagement towards your cause.
Ultimately, the building blocks of trust are about being real, honest, responsive and grateful for the support your audience gives you. Be a valuable resource for them and listen when they tell you what they would like to get from your organization. Reciprocate what you learn from them and you will maintain and grow a trusted audience base on your social media channels.
