Although Americans trust philanthropic organizations more than government and businesses, almost a third believe not-for-profits are on the “wrong track,” according to a 2023 survey. But there are ways to manage public perception to help your nonprofit weather unexpected crises. For example, strive to be transparent and make communicating how you use donor funds a priority. Also enlist the help of staff and volunteers to put your nonprofit in the best possible light and be prepared to combat potential backlash when other nonprofits generate negative publicity. Finally, know when to cut your losses and move on.
