Nonprofits: Our Last Best Hope

July 23, 2024

BY Katie Smith Sloan

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Trust in nonprofit organizations is rising, according to a new survey from Independent Sector. LeadingAge President and CEO Katie Smith Sloan suggests that with increased trust comes grave responsibility.

Last fall, I shared with you the disturbing news that trust in nonprofit organizations was declining in America, as reported by Independent Sector in its 2023 Trust in Nonprofits and Philanthropy report. Today, I write with better news: according to the organization's 2024 report, we may be turning things around.

More than half (57%) of Americans who participated in the 2024 survey said they had a high level of trust in nonprofits. That finding represents a five-point increase from last year and reverses the year-over-year declines in trust that Independent Sector has reported since it began this research in 2019.

On one level, this year's report is a cause for celebration. We are doing good work, and the public recognizes it. That's excellent news.

On another level, the Independent Sector report also suggests that our sector has a grave responsibility to assuage the deep worry that many Americans feel about the nation and its future.

Three-quarters (74%) of respondents said they are worried about the future direction of the United States. Nearly all (94%) said they worry about the growing divisions in our nation.

A plurality (45%) of the respondents believe nonprofits are making things better, compared to respondents who expressed the same confidence in large businesses (20%) and the federal government (18%). Asked to compare nonprofits to other institutions, respondents said they are most confident in our ability to address issues people care about, including homelessness, poverty, health care, job creation, and housing.

"Americans look to nonprofits as their last best hope," concluded the report.

Americans have entrusted nonprofit organizations with a critical responsibility at a pivotal time in our nation's history. People are counting on us to make a difference.

How should we respond? A panel of nonprofit executives offered some suggestions during a recent webinar hosted by Independent Sector. Three of those suggestions resonate with me.

We must continue doing the good work that helped us earn the public trust. In addition, we must ensure the long-term sustainability of that work by doubling down on our commitment to quality care, strategic governance, efficient operations, and a strong workforce.

We must continue advocating for systemic change. In our politically charged environment, that means developing non-partisan advocacy messages focusing on values that unite Americans, including the shared belief that every older adult deserves access to high-quality and affordable housing and services that support their health, independence, and dignity.

We must engage the public in our work. We know from experience that volunteers-from board members to friendly visitors-help improve the quality of our care while strengthening the mission of our organizations. In addition, Independent Sector tells us that volunteering at a nonprofit organization builds the volunteer's trust in the entire nonprofit sector. Let's renew our efforts to invite volunteers into our organizations and put their talents to work for the good of residents and clients, our sector, and our nation.

As LeadingAge and its members live out our shared mission to be the trusted voice for aging, we should be humbled by the nation's trust in us. Let's not take that trust for granted. Instead, let's commit ourselves and our organizations to earning that trust anew each day.