They Trust You. So Speak Up.

New data confirms something I’ve believed for years: nonprofits are among the most trusted institutions in the country.

In fact, according to Independent Sector’s newly released Trust in Nonprofits and Philanthropy study, 57% of Americans say they have high trust in nonprofit organizations “to do what is right.” That figure is unchanged from last year and places nonprofits ahead of every other sector—including small businesses, the military, private foundations, the media, and all levels of government.

Nonprofits Are the Most Trusted Sector—And That Matters

In a time when trust in institutions is eroding and polarization is making it harder to have meaningful conversations, this is no small thing. It’s a remarkable testament to the credibility, consistency, and community focus that nonprofits bring to their work. And yet, far too many organizations treat this trust like a passive compliment—something nice to have, rather than the strategic asset it truly is.

Trust Is Not a Bonus—It’s Your Advocacy Foundation

Let’s be clear: trust is not just a warm fuzzy feeling or a PR talking point. It’s what gives you permission to lead. It’s the foundation that makes advocacy effective.

When your stakeholders—whether they’re donors, volunteers, clients, or community partners—trust you, they are more likely to listen to your perspective, support your positions, and take action alongside you.

That’s the heart of advocacy.

And nonprofits are uniquely positioned to do it well, precisely because they’ve already done the hard work of earning that trust.

Silence Doesn’t Preserve Trust—It Undermines It

But here’s where things often break down. Even though the data tells us that people trust nonprofits more than any other sector, many organizations are hesitant to speak up. They worry that engaging in advocacy will be seen as too political or too risky. They worry about alienating donors or getting pushback from board members. They worry about saying the wrong thing.

The reality is that silence doesn’t preserve trust—it erodes it. In moments of crisis, conflict, or policy change, people are looking for guidance. They’re looking for trusted messengers who can help them understand what’s happening and what they can do.

If your organization isn’t part of that conversation, your stakeholders will find someone else to listen to—and that someone may not share your mission or your values.

Advocacy Isn’t About Perfection—It’s About Showing Up

Advocacy doesn’t require perfection. You don’t need a full-time policy team or a polished communications plan to get started. What you do need is a willingness to speak from your mission, to name the issues that matter, and to connect your day-to-day work to the larger systems shaping your community.

That’s what builds trust over time: not just showing up with services, but showing up with insight, with honesty, and with a commitment to action.

Too often, we think of advocacy as something separate from service. But they’re deeply intertwined. Whether you’re working to improve maternal health, expand access to housing, protect LGBTQ+ families, or strengthen the nonprofit workforce—your ability to drive change depends on your ability to influence policy. And your ability to influence policy depends on whether people trust you to speak for your community.

Trust Is a Responsibility—Use It

So let me say it plainly: if your organization has built trust with the people it serves, you have a responsibility to use that trust. You’ve been given the credibility and the platform—now use it to raise awareness, mobilize support, and advocate for solutions.

This isn’t just an opportunity. It’s a call to action. Now is the time to lead.

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