Charities currently rank as the third most trusted UK institution, behind the Army and the NHS. But that’s not a reason for them to be complacent about PR. New research from nfpSynergy suggests the sector is also suffering from a severe case of trust volatility.

Public trust in charities has rollercoastered from a 5-year high of 70% in Jan 2010 to a low of 53% in Jan 2011, before rallying to 59% in July 2011, according to research from nfpSynergy. As a result, the charity sector has trust volatility second only to banks.

Interpreting the finding, nfpSynergy’s driver of ideas Joe Saxton said:

“Trust in charities matters. People expect a trusted charity sector to fundraise responsibly, spend donations wisely and deliver services effectively – an expectation likely to rise in current climes. However, our research shows that – despite trust in charities rallying after a post-election slump that might have been fuelled by factors such as suspicions over the ‘Big Society’ concept, and government funding cuts – such charitable trust is also relatively volatile, and cannot be taken for granted”.

Other key findings

nfpSynergy’s other findings show that:

• charities are trusted most by women, under-45s, donors and worshippers;
• that drivers of trust also vary by demographic (eg ‘high standards in fundraising’ and ‘funding from government’ are more important for older people, ‘personal contact’ mattering more for the mid-ages); and
• that age/size of charity, brand awareness and type of cause - not to mention sheer external events - all have a bearing on trust.

As for doing something about this issue, nfpSynergy warns that consumer trust patterns are not easy to change directly - “taking time and focus, plus consistency and targeting of message” to begin to make a difference.

One obvious way of improving levels of trust is making sure you create a positive impression through the media. On this score, nfpSynergy’s Kathryn Green offers the following tips:

Case studies

The importance of case studies crops up time and time again in nfpSynergy surveys. A story is more likely to be used by the media if there is a human interest element. Investing time in getting together a bank of case studies is probably the most useful thing that charities can do to get more media coverage. From a trust point of view, case studies also add authenticity.

No comment doesn’t mean no story

This point also comes up in our look at crisis management. Big charities can often be guilty of blocking. According to nfpSynergy, journalists find it frustrating if an organisation presents a bland, institutional face, with unhelpful or even obstructive press officers. No comment to journalists is a red rag to a bull and will simply force them to go elsewhere for a comment – and that replacement source may be less positive.

Be available, prepared, and professional
Make it easy for journalists to get hold of you – have a staffed telephone number on your website and press releases. If possible, set up an out-of-hours media service, and always return calls promptly, or you may find that your opportunity to comment on a story has vanished.

Use local media

There’s kudos in getting a story in the national press or lifestyle magazines. But don’t neglect regional press contacts because so many people have a strong trust bond with their local media. When going this route, make sure your messages are targeted. A press contact in Wales isn't going to be interested in statistics or case studies relating to Central London.

Build relationships, know your media

Not always easy to pull off in these busy times… But if a journalist knows you personally, they are much more likely to give you a call when they have a page to fill, or need a quote on an issue, even if it’s on a news item prompted by another charity. Get to know important contacts, ask their advice and they will empathise. At very least, know your media. Have a look at features they run, think about format, style, and content, and how your charity’s message could fit in.