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Saturday, January 29, 2005

Trust Nonprofits

Edelman, the pr firm, put out the results of a survey that indicates that NGOs are among the most trusted spokespeople, while the internet also gained in its trustworthiness index.

“Experts who are seen as having no vested interest in the welfare of a company – “doctors or healthcare specialists” (>56%), “academics” (>49%), “a person like yourself” (>49%), and “representatives of NGOs” (>47%) – are the most trusted spokespersons.
“In the U.S., Europe and Japan, fewer than three in every 10 opinion leaders said that CEOs or CFOs are credible sources of information.
“During the last 12 months, the Internet’s popularity as a “media source to turn to first for trustworthy information/news” has spiked significantly – from 12% to 19% in the U.S.; 9% to 13% in Europe; 10% to 21% in Brazil and 14% to 27% in China. The Web is now the #3 media source turned to first, after television and newspapers.
“The trust void in institutions – business, government, media – is being filled by NGOs, whose trust ratings have trended up in U.S., from 36% in 2001 to 55% in 2005. NGOs are now the most trusted institution in every market except China.