Philanthropy could increase its trust with the public and government with a shift in its narrative, a study conducted by the Council on Foundations (COF) and the Center for Public Interest Communications finds.

The report, Philanthropy’s New Voice (36 pages, PDF), described by COF as the largest study ever of narratives in philanthropy, analyzed perspectives of the American public and federal policy makers regarding philanthropy, current communications practices at foundations, and specific types of stories that can increase the public’s understanding of and trust in foundations. Based on a national survey of more than 3,500 Americans, a survey of communications practitioners in the sector, interviews with congressional staffers, and an analysis of several social media listings, the report found that many Americans don’t understand philanthropy or its impact on their lives because they are confused by the sector’s messaging. More than two-thirds of respondents said they had positive attitudes toward foundations, but 86.3 percent said they had moderate, little, or no knowledge about how foundations work.

According to the report, the narrative elements that increased respondents’ trust most were specifics about how philanthropic money is spent and how decisions are made. Moreover, while the philanthropic sector has not effectively established a shared narrative to counter harmful coverage about foundations, most members of Congress seem more interested in collaborating with foundations than increasing regulation of them.

“Foundations play an indispensable role in communities across the country, but the important role philanthropy plays in American society is unclear to many,” said COF president and CEO Kathleen Enright. “With these research-backed recommendations, philanthropy can adapt to counter harmful narratives and build trust.”

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