Incorporating Transparency into Your Nonprofit’s Marketing

Americans’ trust in nonprofits increased by 5% last year, signaling that nonprofits’ efforts to regain the public’s confidence are working. However, there’s still a long way to go. Earning the trust and loyalty of your organization’s community takes more than just an approachable brand and a compelling mission—it requires honesty, dedication, and a commitment to transparency.

But what does transparency really look like for nonprofits, and how can you showcase your efforts to be more transparent? The answer lies in your nonprofit’s marketing. We’ve compiled a few strategies you can use to better incorporate transparency into your communications and prove your commitment to supporters.

Share annual reports across channels.

Your annual report is your number-one resource for highlighting your organization’s transparency. In this document, you publish your nonprofit’s financial data, fund allocation, donor lists, upcoming plans, successes, and challenges to give the public an inside look at your work. You demonstrate your commitment to transparency just by publishing annual reports, but you can take it a step further by sharing them across marketing channels.

Make sure to distribute, discuss, and emphasize portions of your annual report via:

• Your website. Add a pop-up or banner to your homepage announcing your recently published annual report. Use call to action (CTA) buttons that encourage website visitors to click through to your annual report and browse the information.
• Direct mail. Meyer Partners’ direct mail guide explains that direct mail feels more personal than email and remains popular with supporters across generations. Rather than sending your entire annual report through direct mail, send postcards and letters with QR codes so donors can quickly scan and view the report online.
• Email. Announce the release of your annual report or share the entire document via email, but don’t stop there. Send follow-up emails highlighting different parts of the report, and tailor them to the interests of different donor segments.
• Social media. Post standout images and statistics from your annual report on social media and link to the full document in your nonprofit’s bio. For added transparency, you might even host a Q&A on your Instagram Story to answer any questions about the report.
• Newsletters. Whether you send weekly, monthly, or quarterly newsletters, promote your annual report in at least one or two editions. Include a link to the report along with an abbreviated version that emphasizes the most important information.

Use a communications or content calendar to track your cross-channel efforts and ensure you’re not bombarding supporters with too much annual report content. You want to give your audience enough reminders that they see your commitment to transparency without feeling overwhelmed.

Include a variety of testimonials.

Beyond annual report season, you can imbue your marketing collateral with more transparency by including stakeholder testimonials. When audiences hear first-hand accounts or read direct quotes from those involved with your nonprofit, they’ll trust the social proof and be more likely to engage with your work. 

Plus, diverse testimonials paint a picture of all the voices that make up your community and how each one matters. The right testimonials can even help you educate new audiences about your mission and day-to-day work.

Start gathering testimonials from individuals across your nonprofit’s community, such as:

• Beneficiaries
• Program participants
• Volunteers
• Donors
• Advocates
• Community leaders

Then, incorporate their stories into direct mail, email, social media, and website communications. Stay true to each person’s words and tell their stories respectfully. If you’re unsure of the best ways to share testimonials, consider working with a communications consultant. These fundraising and marketing experts can help you strategize or build entire marketing campaigns for your organization that leverage your best testimonials.

Stay open about your financial successes and challenges.

Both existing and prospective donors want to be kept in the loop about your organization’s finances. Current supporters want to ensure you use their funds wisely, while prospective donors need assurance that your organization is financially responsible and will use donations as effectively as possible.

To become more financially transparent in your marketing, take steps like:

• Publishing relevant financial statements on your website. Jitasa’s nonprofit financial statement guide explains that publicizing your financial data helps increase donors’ confidence in your organization. Since many financial reports, like Form 990, are publicly available anyway, it’s worthwhile to publish them on your site and show donors you’re financially transparent from the get-go.
  • Letting donors know about financial growth efforts. Whether your nonprofit has an endowment or you’re working on growing your reserve funds, explain to donors why these efforts are important to your work. These funds will help your nonprofit stay afloat and further your mission for years to come.
• Discuss your organization’s financial challenges. Donors who believe in your organization want to know when you’re succeeding and when you’re struggling. Be open about challenges like economic downturns or damages from a natural disaster affecting your nonprofit. The more transparent you are, the more eager donors will be to help you rise to the occasion.

Finances are the most scrutinized aspect of your nonprofit. Show supporters that you’re not afraid of the attention by remaining financially transparent, and you’ll deepen their trust in your organization.

Promote your partnerships.

Along with your financial situation, donors want to know about the other organizations and businesses you align yourself with. Do they share your nonprofit’s values? Are they working toward similar goals? Does your organization receive financial support from companies your donors might not agree with?

These partnerships go beyond your typical event sponsorships—whether you partner with another nonprofit to host a joint event or receive grant funding from a large corporation, stay transparent about these relationships. 

Publicize your partnerships across marketing channels to show supporters the full picture of who you work with. Be open about any behind-the-scenes work you do with other organizations, highlight corporate partnerships on your social media, and include your partners in your annual report. 

Each of these strategies will help your nonprofit put its transparency on full display and prove its trustworthiness to donors. New and existing supporters alike will appreciate your efforts to be more transparent, and their continued support will reflect their trust.