A new survey of 2,100 people has found that only 19% of Americans really trust nonprofits and religious groups. The best news that we can take from this report is that they don’t distrust us as much as they distrust other companies and government.
We live in an age of Fake News. We have Wikileaks, Trump, and the Russians pushing out Fake News and accusing mainstream media and others of Fake News. Our nation has caught the Fake News Flu and is now vaccinated against most institutions. 
Rusty Shelton, author of Authority Marketing says that people trust people more than institutions. We tend to buy from stores where we know someone. We live in an atmosphere of high suspicion.
There is more need than ever for Strategic Planning. There are 1.5 million nonprofits in the USA. Many are engaged in critical and worthwhile services. With planning, Fake News Flu is just another challenge that can be overcome. If I can help, email me at Ronald.Tompkins@TAConsulting.live to get a conversation started.
PS. Here’s the link to the entire report. https://www.give.org/docs/default-source/donor-trust-library/give-org-donor-trust-report.pdf