Perception and trust: can marketing communications help with public trust in charities?

This blog post originally appeared on Nonprofit MarCommunity.

Perception. It’s a reality many nonprofit marketing communications professionals face in their strategy development and day-to-day work. How our organizations are perceived by our donors, funders, media, and other stakeholders shape our marketing, communications and fundraising efforts. Perceptions are the result of a process by which individuals interpret the information from the world around them, selecting what is important to their needs, values and desires. In general marketing terms, it affects purchasing decisions and overall consumer behaviour.

In the nonprofit marketing communications world, it affects our earned income efforts (products and services), donations and funding, organizational branding and much more. This is why, as MarComm professionals, having access to research on the opinions about charities and the issues affecting our charities is of the utmost importance.

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