In our current political landscape, trustworthiness is a particularly valuable commodity.
“We’re in a very interesting time politically, [and] I think we’re in more of a tenser time than we used to be,” says Mark Fisher, director of advocacy engagement at the Muscular Dystrophy Association. As a result, “everyone’s feelings are heightened around what is accurate and true information.”
“Being a trustworthy organization, especially in the advocacy space now, is vital, because I think folks are hyper looking to ensure that we are trustworthy. When we become that, they’ll become more likely to advocate for us,” Fisher continues.
Here’s how you can position your organization as a reliable, trustworthy resource that advocates can feel confident supporting.
Put Out Content that Builds Trust
Perhaps the most important part of establishing trustworthiness is actually being trustworthy. In other words, sharing accurate, transparent information.
“We have to gain trust,” Fisher says. “First, the information has to be accurate … Then, we also have to ensure that it’s transparent. How did we come up with this analysis? What sources did we cite? People are looking for that now.”
Because it’s assumed that any organization will paint themselves in the best possible light, Jennifer Pullinger, social media and PR consultant, also says, “having third-party credibility is important. Working with reporters and telling your story to them builds trust,” as does “having testimonials and working with trusted influencers … [It] demonstrates that you’ve had success and that you have a history of doing good work.”
Finally, trust is also built by being authentic and relatable. “If folks believe that you’re advocating for them because they see themselves or their loved ones in the content you produce, that will gain trust,” Fisher says.
Build Visibility with a “Surround Sound” Approach
Visibility also helps establish trustworthiness by making you a prominent voice in the field. It’s important to consistently communicate with your advocates, whether on social media, on your website, or through another form of outreach.
Because every advocate has different preferences for where they get information, Fisher advises having “a surround sound approach when it comes to meeting people where they are” and using multiple channels.
“It’s about having a balance and monitoring all of it,” Pullinger agrees. “Social media is going through a bit of a turbulent evolution right now, but it’s still important to have a presence on all of the main channels … Newsletters are [also] great and they kind of make people feel like you’re talking to them directly … And in the age of everyone being hyper online, in-person experiences should also be a factor so people can meet you and shake your hand.”
Reputation management matters too, and the advent of AI search means you need to take a new approach to reputation management. Pullinger explains that AI search pulls information from channels like Reddit and Wikipedia to answer questions about your cause or organization, so it’s important to “Monitor those channels and make sure you know if there’s anything that you need to address.”
Fortunately, AI also pulls from your website, and you have complete control over the information there. “Having a website that is owned media is your first-line source of information, and it’s what a lot of AI search engines and AI assistants are pulling from these days. So it’s definitely important to have a website where you can tell your story most comprehensively and fully,” Pullinger says.
Own Your Story on Your Website
Websites remain vital even in the social media age because they give you an opportunity to control the narrative. “[Your website] is where you’re going to be able to tell your story, and no one’s going to be able to mess around with it. On social media, it’s a whole different story,” Pullinger says.
Your website also helps you cultivate trust with your audience because it gives you a place to explain the full scope of your positions and the rationale behind them. “Any sort of policy statement that influences the work that we do or the choices we make is on our website for people to see,” Fisher says.
Your website also makes it easy to move advocates directly to an action center once they’ve decided they can trust you. To make the most of your website, remember that “People don’t have a lot of time on their hands, so make sure that you give them the most pertinent campaign to take action on, and give them an easy way to make their voices heard. That’s what we do with VoterVoice … we post the top three or four that are most relevant, and then ensure that we keep people updated throughout the process.”
Make Your Online Presence a Source of Trust with VoterVoice
Highlighting the most pertinent information on your website reinforces your authority and professionalism among your advocates, and VoterVoice can help.
With a VoterVoice action center, you gain an owned, centralized place for sharing key information about all the causes you support, as well as policy statements and an overview of how advocates can support your campaigns. When armed with this information, supporters can trust you’re really working to make a difference.
You can also use VoterVoice to provide supporters with an in-depth yet digestible look at the legislative processes you’re working to influence. The bills launchpad widget shows advocates what bills you’re watching and which legislators have the most sway over them, while the election center embeds non-partisan election information onto your website.
Finally, your website doubles as a place to host content like blogs or archived newsletters, contributing to the “surround sound” approach that is so key to establishing your authority. Here, too, VoterVoice can help, with tools for maintaining regular blog posts and for creating an archive your supporters can peruse.
Establish Trust for Long-Term Advocacy Success
Establishing trust takes work. It requires consistent communication across a variety of channels, demonstrably true information in everything you say, and a fully built-out website that supporters can use to gauge your reliability.
While there’s no shortcut to any of these things, VoterVoice can help you manage your communications and share important information. Request a demo to learn more about how VoterVoice can help you build your rapport with your supporters.
