Reputation refers to the perception that people have of an organisation. This perception is based on the organisation’s actions, behaviour, and communication. These actions and behaviours will include, for example, how they treat their employees, deliver their services or programs, and interact with their stakeholders. To some extent, communications can also help control people’s opinions and perceptions of a charity, for example, by building trust with stakeholders when reporting on outcomes, celebrating staff successes or filing a professional annual report.
A strong reputation will stand an organisation in better stead for attracting funding, partnerships and support. On the other hand, a damaged reputation can have severe consequences for an organisation. Negative media coverage, scandals, or legal issues can all contribute to a loss of trust and support from stakeholders. This can lead to declining donations, losing funding, and difficulty attracting new supporters or partners. In some cases, a damaged reputation can even lead to the organisation’s closure.
Therefore, it is crucial for organisations to actively manage their reputation, including monitoring and responding to feedback from stakeholders, planning a crisis response plan and taking steps to address any issues or concerns.
The full guide can be read here 👉 Managing your charity’s reputational risks
