[Durham INC] The Public’s Trust in Nonprofit Organizations: The Role of Relationship Marketing and Management

[Merrick Moore Community]

Nonprofit scholars and managers generally recognize that nonprofits need
the public’s trust for legitimacy, for effectiveness, and for non-financial
as well as financial support. Yet, a complete literature search uncovers no
operational or managerial definition of the public’s trust in these
organizations. This article offers a conceptualization of the “public
trust” that is applicable to nonprofit organizations, touches on what
relationship marketing theory says about restoring that trust once
corrective action has been taken, and identifies the managerial actions
that might impair that trust. It also offers an operational guide in
tabular form on the meaning, management, and marketing of the public trust
in nonprofit organizations.

This article argues that the public’s positive or negative experiences in
core transactions with an organization may be the principal basis for the
impairment or improvement of public trust. It identifies five core
nonprofit-public transactions:

*https://nonprofitquarterly.org/the-publics-trust-in-nonprofit-organizations-the-role-of-relationship-marketing-and-management/
<https://nonprofitquarterly.org/the-publics-trust-in-nonprofit-organizations-the-role-of-relationship-marketing-and-management/>*

-- 
Bonita Green
Merrick-Moore Community Development Corporation
*merrickmoorecommunity at gmail.com <merrickmoorecommunity at gmail.com>*
954.632.2079 (mobile)
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