The Crucial Combination of Your Digital Dependability and Real-World Reputation
We’ve been conditioned to be leery of what we see and read online before engaging with a brand. But with this rise in healthy hesitation comes a challenge for social impact organizations. Not only must you establish credibility through the work you do, but you must also exhibit credibility throughout your brand’s digital presence — on its website, social media channels, and emails.
But all too often there are credibility gaps between an organization's digital presence and its real-world actions. Gaps that supporters and donors can easily suss out in seconds — and therefore choose to avoid altogether.
And since the support of a cause is increasingly aligned with one’s identity and connections to community, it stands to reason your supporters will put on their skeptical spectacles before they choose to engage with you. After all, who wants to be duped?
This means you need to craft and maintain an engaging, updated website that tells your story, provides up-to-date information, and consistently posts scroll-stopping content.
Unfortunately, there are plenty of unethical brands that don't do good work but look great online. A modern-looking website does not a credible brand make. If your organization’s website is up and running with a cool, sleek vibe — but you're not actually making an impact in your niche — you’re far from off the hook.
You need to do the work and do it well for your credibility to ring true, in the real world and on digital.
In other words, you have to walk the walk before you can talk the talk.