--- title: How nonprofits are earning back trust during COVID-19 crisis description: The COVID-19 pandemic has been shining a spotlight on nonprofits earning trust by fulfilling their missions. image: https://blog.rkdgroup.com/hubfs/210111-RKD-How-nonprofits-are-earning-back-trust-during-COVID-19-crisis-Doodle-v2.jpg --- [![](https://blog.rkdgroup.com/hs-fs/hubfs/210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png?width=157&name=210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png)](https://blog.rkdgroup.com) - [Solutions](https://rkdgroup.com/services/) - [Mid-Level Giving](https://rkdgroup.com/services/mid-level-giving/) - [Monthly Giving](https://rkdgroup.com/services/monthly-giving/) - [Lapsed Giving](https://rkdgroup.com/services/lapsed-giving/) - [Personalization](https://rkdgroup.com/services/personalization/) - [Connectors](https://rkdgroup.com/services/connectors/) - [Machine Learning](https://rkdgroup.com/services/machine-learning/) - [Marketing + Fundraising](https://rkdgroup.com/services/marketing-fundraising/) - [Audience Development](https://rkdgroup.com/services/audience-development/) - [Creative Services](https://rkdgroup.com/services/creative-services/) - [Data Management](https://rkdgroup.com/services/data-management/) - [Strategic Planning](https://rkdgroup.com/services/strategic-planning/) - [Analytics](https://rkdgroup.com/services/analytics/) - [Causes](https://rkdgroup.com/causes/) - [Animal Care](https://rkdgroup.com/causes/animal-care/) - [Food Banks](https://rkdgroup.com/causes/food-banks/) - [Health + Hospitals](https://rkdgroup.com/causes/health-hospitals/) - [Humanitarian](https://rkdgroup.com/causes/humanitarian/) - [Missions](https://rkdgroup.com/causes/missions/) - [Salvation Army](https://rkdgroup.com/causes/the-salvation-army/) - [Results](https://rkdgroup.com/results/) - [Acquisition](https://rkdgroup.com/results?cat=acquisition) - [Digital](https://rkdgroup.com/results?cat=digital) - [Mid-Major Programs](https://rkdgroup.com/results?cat=mid-major-programs) - [Advanced Analytics](https://rkdgroup.com/results?cat=advanced-analytics) - [Direct Mail](https://rkdgroup.com/results?cat=direct-mail) - [Multichannel Strategy](https://rkdgroup.com/results?cat=multichannel-strategy) - [Data Management](https://rkdgroup.com/results?cat=data-management) - [Media](https://rkdgroup.com/results?cat=media) - [Website Development](https://rkdgroup.com/results?cat=website-development) - [Resources](https://rkdgroup.com/insights/) - [Blog](https://blog.rkdgroup.com/) - [Benchmarks](https://info.rkdgroup.com/benchmarks) - [Webinars](https://info.rkdgroup.com/webinars) - [Ebooks + Research](https://info.rkdgroup.com/ebooks-research) - [Podcast](https://info.rkdgroup.com/group-thinkers-nonprofit-marketing-podcast) - [Field Guides](https://info.rkdgroup.com/field-guides) - [About Us](https://rkdgroup.com/about/) - [Leadership](https://rkdgroup.com/about/leadership/) - [Careers](https://rkdgroup.com/about/careers/) - [Let's Chat](https://rkdgroup.com/lets-chat/) #### Subscribe to our blog ### Subscribe to Email Updates ## Featured Post   [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ## [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) Premier Marketing Agency Bolsters Conceptual Creative Capabilities by Acquiring Award-Winning Agency PLANO, Texas, July 27, 2026 — Today, RKD Group, Nor\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [Direct Mail Fundraising](https://blog.rkdgroup.com/topic/direct-mail-fundraising) [Multichannel](https://blog.rkdgroup.com/topic/multichannel) [Fundraising](https://blog.rkdgroup.com/topic/fundraising) [Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) [RKD](https://blog.rkdgroup.com/topic/rkd) [Brand](https://blog.rkdgroup.com/topic/brand) [Read More](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard)   [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) ## [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) Someone at your organization “owns” paid media. Someone else—often younger and under resourced—runs the social accounts. A third person (or maybe no one\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [SEO](https://blog.rkdgroup.com/topic/seo) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) [Social Media](https://blog.rkdgroup.com/topic/social-media) [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) [Read More](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) ## Recent Posts [COVID-19](https://blog.rkdgroup.com/topic/covid-19) [Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) # How nonprofits are earning back trust during COVID-19 crisis By [Tim Kersten](https://blog.rkdgroup.com/author/tim-kersten) Embezzlement crimes. Transparency issues. Lavish spending. These are the stories the public notices when charities are in the news. After all, people love a good scandal. It’s no wonder, then, that nonprofit organizations have a trust problem. Think I’m exaggerating? Here’s proof: In January, the [2020 Edelman Trust Barometer](https://www.edelman.com/trustbarometer) found that only 50% of respondents in the U.S. trusted nonprofit organizations. That marked a 2-point decline from the previous year, dropping NPOs below for-profit companies for the first time in the report’s 20-year history. ![RKD-Blog—Nonprofits-have-earned-back-trust-Visual-v3B](https://blog.rkdgroup.com/hs-fs/hubfs/RKD-Blog%E2%80%94Nonprofits-have-earned-back-trust-Visual-v3B.jpg?width=2500&name=RKD-Blog%E2%80%94Nonprofits-have-earned-back-trust-Visual-v3B.jpg) Let that sink in for a moment. People trust businesses – whose primary goal is to make money – more than they believe in organizations whose missions are to make the world more humane, just and compassionate. This is bad news. It hurts fundraising, which in turn impacts the mission. Ultimately, that means less help for those who need it. So, what can the nonprofit community do to repair this damage? Exactly what they’ve been doing for weeks during the [COVID-19 pandemic](https://rkdgroup.com/covid19-fundraising-marketing-resources/). Brands and people earn and maintain trust simply by doing what they say they are going to do. And this pandemic has been shining a spotlight on nonprofits earning trust by fulfilling their missions. NPOs have answered the call with extraordinary grace during a time of difficulty. Food banks, rescue missions, hospitals and many more nonprofits [have been on the front lines](https://blog.rkdgroup.com/organizations-adapt-to-provide-food-to-those-in-need-during-covid-19/) of this crisis in highly visible and urgently needed ways. Both the news media and the general public have taken notice. Donors across the globe have expressed their appreciation for nonprofits through a level of generosity that has been truly inspirational. So many organizations [have seen record-breaking giving](https://blog.rkdgroup.com/food-banks-hospitals-see-increase-in-online-donations-during-covid-19/) throughout March and April. And we started May with another [impressive wave of philanthropy on Giving Tuesday Now](https://blog.rkdgroup.com/food-banks-see-record-breaking-response-on-givingtuesdaynow/), smashing through established goals and bringing additional hope to the sector. On May 5, Edelman [released an updated Trust Barometer](https://www.edelman.com/sites/g/files/aatuss191/files/2020-05/2020%20Edelman%20Trust%20Barometer%20Spring%20Update.pdf) that addressed the changes brought on by the coronavirus pandemic. Nonprofits climbed 6 points, to a 56% trust rating, while for-profit companies were largely seen as not rising to the challenge at hand. ![RKD-Blog—Nonprofits-have-earned-back-trust-Visual-v2B](https://blog.rkdgroup.com/hs-fs/hubfs/RKD-Blog%E2%80%94Nonprofits-have-earned-back-trust-Visual-v2B.jpg?width=2500&name=RKD-Blog%E2%80%94Nonprofits-have-earned-back-trust-Visual-v2B.jpg) It’s quite a remarkable turnaround from January. But NPOs shouldn’t have to ride the wave of a crisis to generate positive publicity and hence increased trust. Elevating trust should be an everyday priority for every nonprofit. After all, this crisis will pass. The TV cameras will be turned off, and the reporters will move on to tell other stories that aren’t yours. While I offer kudos to nonprofits who have stepped up during this pandemic and are rightly earning high praise and elevated trust for their great work, the real question is this: How do you keep trust elevated in ordinary times? **Here are a few suggestions to keep in mind:** - Stay squeaky clean. Adhere to the strictest ethical guidelines. Stay compliant with, and receive endorsement of, the Better Business Bureau and other watchdog agencies. As Warren Buffet investment partner Charlie Munger has noted, it’s easier to avoid stupidity than attain brilliance. So, don’t do anything stupid. - Develop lasting relationships with media outlets and give them great things to write about. Keep pitching fascinating stories and strengthen the connections you’ve built during this crisis. - Keep telling your story to donors, too. Talk about the need and ask for their support but celebrate success stories as well. People are passionate about the causes they support. They want to feel good about their philanthropy, so connect their gifts directly to the impact they’re making. Building trust seems simple – just do what you say you’re going to do – but it requires time, commitment and execution. Trust is the foundation of relationships, and nonprofits will need to keep a strong bond with their supporters [through the expected economic downturn](https://blog.rkdgroup.com/how-can-nonprofits-prepare-for-fundraising-during-an-economic-downturn/). As we’ve seen in recent months, it’s certainly worth the effort. ### ADDITIONAL RESOURCES ### [How to handle fundraising during the pandemic](https://blog.rkdgroup.com/how-should-nonprofits-handle-fundraising-during-coronavirus-pandemic/) ### [A record-breaking response on Giving Tuesday Now](https://blog.rkdgroup.com/food-banks-see-record-breaking-response-on-givingtuesdaynow/) ### [Preparing for an economic downturn](https://blog.rkdgroup.com/how-can-nonprofits-prepare-for-fundraising-during-an-economic-downturn/) ### [FAQ: Digital fundraising during COVID-19](https://blog.rkdgroup.com/faq-digital-fundraising-during-covid-19/) ### [COVID-19 Fundraising + Marketing Resources](https://rkdgroup.com/covid19-fundraising-marketing-resources/)   ### [Tim Kersten](https://blog.rkdgroup.com/author/tim-kersten) Widely regarded as one of the nation’s top direct response fundraising, strategic and creative talents, Tim Kersten brings more than 40 years of experience to his role as Chairman of RKD Group. Prior to joining RKD, he served as Chief Creative Officer and Executive Creative Director at two national advertising agencies and ran his own successful direct response fundraising consultancy for nearly 25 years. Some of the nation’s largest and most respected nonprofit organizations that have benefited from Tim’s insightful and persuasive communication strategies include the Smithsonian Institution, American Red Cross, The Salvation Army, National Park Foundation, Covenant House, and dozens of others. Tim’s work has been recognized by his receipt of four Direct Marketing Association Echo Awards (gold, leader and two silver from 1986 to 2010) and a prestigious International Caples Award (2010). #### Leave a comment: Previous ##### [Food banks see record-breaking response on Giving Tuesday Now](https://blog.rkdgroup.com/food-banks-see-record-breaking-response-on-givingtuesdaynow) Next Post ##### [Donor-advised funds and COVID-19: The donor research project that could save your fiscal year](https://blog.rkdgroup.com/donor-advised-funds-and-covid-19-the-donor-research-project-that-could-save-your-fiscal-year) ### Search GroupThinkers ![](https://cdn2.hubspot.net/hubfs/459002/Assets%20Apr/magnifying-glass.png) [![GP FG - Blog Rail 340x340](https://blog.rkdgroup.com/hs-fs/hubfs/GP%20FG%20-%20Blog%20Rail%20%20340x340.png?width=340&name=GP%20FG%20-%20Blog%20Rail%20%20340x340.png "GP FG - Blog Rail 340x340")](https://info.rkdgroup.com/givingpulse-field-guide-q1-2024-access) [![MidYear Benchmarks-Sidebar_SolidGold](https://blog.rkdgroup.com/hs-fs/hubfs/MidYear%20Benchmarks-Sidebar_SolidGold.png?width=340&name=MidYear%20Benchmarks-Sidebar_SolidGold.png "MidYear Benchmarks-Sidebar_SolidGold")](https://info.rkdgroup.com/donor-trust-access) - Latest Posts - Popular Posts [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) [ Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [ Direct Mail Fundraising](https://blog.rkdgroup.com/topic/direct-mail-fundraising) [ Multichannel](https://blog.rkdgroup.com/topic/multichannel) [ Fundraising](https://blog.rkdgroup.com/topic/fundraising) [ Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) [ RKD](https://blog.rkdgroup.com/topic/rkd) [ Brand](https://blog.rkdgroup.com/topic/brand) [The nonprofit savior complex: How good intentions can erode trust | Gina Lattuca, SPCA Serving Erie County](https://blog.rkdgroup.com/the-nonprofit-savior-complex-how-good-intentions-can-erode-trust-gina-lattuca-spca-serving-erie-county) [ Podcast](https://blog.rkdgroup.com/topic/podcast) [ Animal Care](https://blog.rkdgroup.com/topic/animal-care) [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) [ Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [ SEO](https://blog.rkdgroup.com/topic/seo) [ Digital Media](https://blog.rkdgroup.com/topic/digital-media) [ Social Media](https://blog.rkdgroup.com/topic/social-media) [ Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) ### Categories - [Digital Fundraising (180)](https://blog.rkdgroup.com/tag/digital-fundraising) - [Podcast (135)](https://blog.rkdgroup.com/tag/podcast) - [Nonprofit Industry (125)](https://blog.rkdgroup.com/tag/nonprofit-industry) - [Data & Analytics (91)](https://blog.rkdgroup.com/tag/data-analytics) - [Digital Media (69)](https://blog.rkdgroup.com/tag/digital-media) - [Fundraising (55)](https://blog.rkdgroup.com/tag/fundraising) - [Trends (47)](https://blog.rkdgroup.com/tag/trends) - [COVID-19 (42)](https://blog.rkdgroup.com/tag/covid-19) - [Multichannel (41)](https://blog.rkdgroup.com/tag/multichannel) - [Food Banks (39)](https://blog.rkdgroup.com/tag/food-banks) - [Animal Care (37)](https://blog.rkdgroup.com/tag/animal-care) - [Donor Retention (36)](https://blog.rkdgroup.com/tag/donor-retention) - [Mid-Major Donors (35)](https://blog.rkdgroup.com/tag/mid-major-donors) - [Strategy (35)](https://blog.rkdgroup.com/tag/strategy) - [Direct Mail Fundraising (34)](https://blog.rkdgroup.com/tag/direct-mail-fundraising) - [Missions (31)](https://blog.rkdgroup.com/tag/missions) - [Stewardship (31)](https://blog.rkdgroup.com/tag/stewardship) - [Creative (29)](https://blog.rkdgroup.com/tag/creative) - [Leadership (24)](https://blog.rkdgroup.com/tag/leadership) - [Sustainer Donors (20)](https://blog.rkdgroup.com/tag/sustainer-donors) - [Year-End Giving (19)](https://blog.rkdgroup.com/tag/year-end-giving) - [Acquisition (18)](https://blog.rkdgroup.com/tag/acquisition) - [Social Media (18)](https://blog.rkdgroup.com/tag/social-media) - [Cultivation (17)](https://blog.rkdgroup.com/tag/cultivation) - [Email (16)](https://blog.rkdgroup.com/tag/email) - [Google Grant (15)](https://blog.rkdgroup.com/tag/google-grant) - [Optimization (15)](https://blog.rkdgroup.com/tag/optimization) - [SEO (15)](https://blog.rkdgroup.com/tag/seo) - [Data Privacy (14)](https://blog.rkdgroup.com/tag/data-privacy) - [Technology (14)](https://blog.rkdgroup.com/tag/technology) - [Giving Tuesday (13)](https://blog.rkdgroup.com/tag/giving-tuesday) - [Humanitarian Action (13)](https://blog.rkdgroup.com/tag/humanitarian-action) - [Events (12)](https://blog.rkdgroup.com/tag/events) - [Donation Pages (11)](https://blog.rkdgroup.com/tag/donation-pages) - [Health & Hospitals (11)](https://blog.rkdgroup.com/tag/health-hospitals) - [Conversion (10)](https://blog.rkdgroup.com/tag/conversion) - [Brand (9)](https://blog.rkdgroup.com/tag/brand) - [Donor Lifecycle (9)](https://blog.rkdgroup.com/tag/donor-lifecycle) - [Donor-Advised Funds (9)](https://blog.rkdgroup.com/tag/donor-advised-funds) - [Management (8)](https://blog.rkdgroup.com/tag/management) - [RKD (8)](https://blog.rkdgroup.com/tag/rkd) - [Audience-First (6)](https://blog.rkdgroup.com/tag/audience-first) - [Facebook (6)](https://blog.rkdgroup.com/tag/facebook) - [The Salvation Army (6)](https://blog.rkdgroup.com/tag/the-salvation-army) - [GDPR (4)](https://blog.rkdgroup.com/tag/gdpr) - [User Experience (4)](https://blog.rkdgroup.com/tag/user-experience) - [Conferences (3)](https://blog.rkdgroup.com/tag/conferences) - [Election (3)](https://blog.rkdgroup.com/tag/election) - [Postal Service (3)](https://blog.rkdgroup.com/tag/postal-service) - [Attribution (2)](https://blog.rkdgroup.com/tag/attribution) - [Capital Campaigns (2)](https://blog.rkdgroup.com/tag/capital-campaigns) - [Gift Catalog (2)](https://blog.rkdgroup.com/tag/gift-catalog) - [Ministries (2)](https://blog.rkdgroup.com/tag/ministries) - [Mobile (2)](https://blog.rkdgroup.com/tag/mobile) - [CRM (1)](https://blog.rkdgroup.com/tag/crm) - [Corporate giving (1)](https://blog.rkdgroup.com/tag/corporate-giving) - [DRTV (1)](https://blog.rkdgroup.com/tag/drtv) - [Planned Giving (1)](https://blog.rkdgroup.com/tag/planned-giving) see all [![Gen X eBook download](https://blog.rkdgroup.com/hs-fs/hubfs/Gen%20X%20eBook%20download.jpg?width=360&name=Gen%20X%20eBook%20download.jpg "Gen X eBook download")](https://info.rkdgroup.com/en/the-nonprofit-marketers-guide-to-generation-x) ### Read More of What You Like ![Rkdgroup](https://blog.rkdgroup.com/hubfs/Rkdgroup%20Sep%202017/Images/footer_logo.png "Rkdgroup") - [Solutions](https://rkdgroup.com/services/) - [Work](https://rkdgroup.com/work/) - [About Us](https://rkdgroup.com/about-us/) - [Blog](https://blog.rkdgroup.com/) - [Contact](https://rkdgroup.com/contact/) [Contact](https://rkdgroup.com/contact) - - - RKD Group is a leading fundraising and marketing provider to hundreds of nonprofit organizations. We have a team of experts with deep skill sets in direct response marketing. [connect@rkdgroup.com](mailto:connect@rkdgroup.com) [1 800 222 6070](tel:1-800-222-6070) [Privacy policy](https://rkdgroup.com/privacy-policy) - - - ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Tim Kersten", "url" : "https://blog.rkdgroup.com/author/tim-kersten" }, "dateModified" : "2021-12-30T19:38:44.409Z", "datePublished" : "2020-05-13T15:49:11.000Z", "headline" : "How nonprofits are earning back trust during COVID-19 crisis", "image" : [ "https://blog.rkdgroup.com/hubfs/210111-RKD-How-nonprofits-are-earning-back-trust-during-COVID-19-crisis-Doodle-v2.jpg" ], "mainEntityOfPage" : { "@id" : "https://blog.rkdgroup.com/how-nonprofits-are-earning-back-trust-during-covid-19-crisis", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.rkdgroup.com/hubfs/RKD-logo-red-tm%20(1).png" }, "name" : "RKD Group" } } ```