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Public trust of not for profit endeavors remains wounded; in order to restore public trust, we must restore trust in each "transaction" with the public.

"Nonprofit scholars and managers generally recognize that nonprofits need the public’s trust for legitimacy, for effectiveness, and for non-financial as well as financial support. Yet, a complete literature search uncovers no operational or managerial definition of the public’s trust in these organizations. This article offers a conceptualization of the “public trust” that is applicable to nonprofit organizations, touches on what relationship marketing theory says about restoring that trust once corrective action has been taken, and identifies the managerial actions that might impair that trust. It also offers an operational guide in tabular form on the meaning, management, and marketing of the public trust in nonprofit organizations.

"This article argues that the public’s positive or negative experiences in core transactions with an organization may be the principal bases for the impairment or improvement of the public trust."--Herrington J. Bryce

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