Why are nonprofits among the most trusted institutions in America today?
In today’s world where public confidence in many institutions have rightfully eroded, nonprofits stand in rare company. According to the Independent Sector and Edelman 2025 Trust in Civil Society report, 57% of Americans say they highly trust nonprofit organizations to do what’s right. For context, trust in government or large corporations hovers at a fraction of that.
What’s the saying? “Trust takes years to build, seconds to break, and forever to repair” And of course, trust is the foundation that shapes how people choose where to give, volunteer, and engage. 
Nonprofits hold a powerful advantage in a moment when trust itself feels scarce.
A Reputation for Service
What do people think of when they hear the term “nonprofit organization”?
When Americans think about nonprofits, we most often think of organizations that help: charities, food banks, health organizations, or community groups. The Lilly Family School of Philanthropy found that people overwhelmingly believe nonprofits exist to serve communities and meet needs that government and business leave unmet. People tend to believe nonprofits will “do the right thing,” and nonprofit organizations continue to outpace government, big business, and other sectors in public confidence
Interestingly, many of us don’t recognize just how often nonprofits shape their everyday lives. Only 5.4% of Americans reported that they had directly benefited from a nonprofit in the past year, even though nonprofits include hospitals, universities, churches, and cultural institutions. Which in reality we are interacting and benefiting from nonprofit organizations maybe more than we account for.
This presents an opportunity for our nonprofits: NPOs can step into greater visibility and remind communities of the role they already play. We share more ideas on building visibility and brand presence in our nonprofit marketing strategies guide.
Donors Are Ready for More
What matters most to donors when deciding to give to a nonprofit?
Trust isn’t just a reputation marker, it’s central to giving. According to the BBB Wise Giving Alliance Donor Trust Report, 64% of donors say trust is extremely important in their decision to donate. Among higher-dollar donors, that number is even greater.
Today, trust is less about broad mission statements and more about clarity and proof. Donors want to know how funds are used and what impact is being made. Nonprofits that share results through outcomes, data, and real stories are the ones best positioned to deepen donor confidence.
Turning Trust Into Momentum
How can nonprofits use trust to increase donations and engagement?
Charitable giving in the United States reached $592 Billon in 2024, according to Giving USA. This means the opportunity for nonprofits is to turn that foundation of trust into greater visibility and engagement. That means:
- Show impact. Demonstrate how contributions make a difference.
- Be visible. Highlight the presence of nonprofits in everyday community life.
- Lead with openness. Transparency strengthens confidence and fosters stronger relationships.
For more approaches on how to connect with donors in today’s landscape, visit our Nonprofit Organizations campaign hub. Hint: better storytelling, more frequent updates, and interactive reports instead of static ones.
A Sector Poised for Growth
Why is 2026 a moment of opportunity for nonprofits?
Nonprofits enter 2026 with something rare: a high level of trust in a low-trust world. This is not a resource to protect quietly but one to build on boldly and publicly.
By making your role more visible, demonstrating impact with clarity, and leaning into transparency, nonprofits can expand their reach and grow their relationships with communities and donors alike. Nonprofits, you really have the chance to strengthen their your in society and shape a future where confidence, generosity, and community connection continue to grow.
At Oak Theory, we partner with mission-driven organizations to turn trust into lasting engagement. If you’re ready to strengthen your donor relationships, elevate your storytelling, and design experiences that inspire giving, explore our Nonprofit Organizations campaign hub to see how we can work together.
