The way people make decisions today is fundamentally different from a decade ago. Major life choices are no longer made solely through in-person consultations or referrals. People are increasingly turning to digital spaces—to content creators, influencers, and niche experts—for guidance on everything from financial literacy to parenting advice. One of the most surprising examples: I bought a house because of TikTok.
How Decision-Making Has Shifted in the Digital Age
A few years ago, making a significant purchase like a home would have involved visiting several real estate offices, getting recommendations from friends, and perhaps sitting through a few in-person seminars. Today, that same decision-making journey often begins on a phone screen. Social media platforms like TikTok, Instagram, and YouTube have evolved from pure entertainment channels into essential sources of education, insight, and, most importantly, trust.
Personal Story: Buying a House Because of TikTok
As I began my home-buying process, I consumed hours of free content over time from a mortgage lender I had been following on TikTok. They offered advice on home buying, breakdowns of mortgage rates, lists of must-ask questions for lenders, all without any expectation of return.
Then I interviewed five mortgage lenders. Two were personal connections. Two came highly recommended. The fifth? The mortgage lender from TikTok.
By the time I was ready to choose a lender, the TikTok expert felt like a trusted friend. They had already answered my questions before I asked them directly, building credibility by giving first. In contrast, the other lenders wanted to schedule formal meetings before offering any advice—and one even charged for an initial consultation.
In the end, the choice was obvious. Trust, built through consistent, free content, was the deciding factor.
Lessons Nonprofits Must Learn from This Experience
Nonprofits operate in a space where trust is even more vital. Donors don’t just support causes; they invest in missions they believe in. Yet many nonprofits still rely on outdated engagement tactics, assuming that if they “exist” or “do good work,” supporters will automatically come.
The new reality? Organizations must consistently appear online, freely offer valuable expertise, and continually prioritize relationship-building long before any donation request is made.
So, where do you begin?
Content Areas Where Nonprofits Can Shine
Many nonprofits underestimate the expertise they already possess. Organizations supporting families at risk of homelessness teach budgeting and financial literacy. Youth mentorship programs provide parenting insights and mental health tips. Faith-based groups offer guidance on personal development and spiritual wellness.
By packaging this expertise into free, accessible digital content, nonprofits can:
- Educate a wider audience.
- Build trust and authority in their sectors.
- Create meaningful relationships that naturally lead to financial support.
Unlocking Hidden Expertise: Nonprofit Program Teams
Utilize your organization’s frontline workers—counselors, case managers, and educators—who are already teaching life-changing skills daily. This knowledge is a treasure trove for content creation.
Imagine a case manager sharing a 60-second TikTok tip on finding affordable housing. Or a family coach hosting a live Instagram Q&A about managing stress as a parent. When shared consistently, these bite-sized pieces of wisdom can have a massive ripple effect.
Rethinking “Audience” in the Digital Landscape
When we think about “audience” today, we must think beyond our immediate community or mailing list. Everyone online is looking for answers, belonging, and hope. Faith-based nonprofits are uniquely positioned to meet these needs, not by preaching but by serving through content.
Step-by-Step: How Nonprofits Can Build Digital Trust
- Audit your internal expertise: Determine what skills or knowledge your teams already provide to clients.
- Choose two to three core topics: Identify areas where your organization truly shines to consistently discuss.
- Start small but stay consistent: Post short videos, quick tips, or helpful guides on platforms like TikTok, Instagram, or YouTube.
- Prioritize giving first: Build trust by offering value before asking for a return.
- Measure engagement: Track views, comments, shares, and feedback to refine your content strategy.
Trust, Digital Storytelling, and the Future of Nonprofit Success
I didn’t choose my mortgage lender because of flashy ads or polished sales pitches. I chose them because they invested in building trust long before they knew my name. Nonprofits must do the same.
The future belongs to organizations that understand this new dynamic and choose to lead with generosity, consistently show up where their audience already is, and prioritize building trust over making immediate asks.
In an age where decisions, even ones as big as buying a house, are made through the power of digital trust, nonprofits that do so will not only survive but thrive.
