The Role Of “Know, Like, and Trust” in Community Engagement

You might have heard of the “know like and trust” (KLT) framework. It’s often used in the context of selling products and services. But know like and trust in community engagement is just as important.

Today we are unpacking the framework. This includes why it matters so much for nonprofits, and how you should begin to approach each of the main steps.

Let’s check it out below. 

What Is The “Know, Like, And Trust” Framework?

“Know, like, trust” is a general approach to more effective marketing. In business, KLT describes the emotional journey that somebody goes through before they decide to buy your product or service.

In the nonprofit world? It’s much the same journey, with the “end result” being engagement or support of your cause. Here is a simple breakdown of what each element really means:

• “Know”: potential supporters first need to know that you even exist.
• “Like”: these people need to feel a connection with you and actually like what you stand for.
• “Trust”: finally, they need to believe that you are credible and trust in what you say before they choose to support you.

We will be diving into the importance of know like trust in the context of community engagement. Still, this framework is important in just about everything you do. Remember KLT, and your nonprofit will be better because of it.

Why KLT Matters More Than Ever

Community engagement isn’t the same as it used to be. Compare people now to 2020. They are generally more skeptical, more distracted, and more protective of their time. The nonprofits that thrive in the coming years? They aren’t just the ones with the loudest messaging or biggest budgets, but the organizations that consciously earn trust over time. 

This is where the KLT framework becomes essential for community engagement. Here is the thing to remember: know like and trust in community engagement puts relationships before results. And when you do this? Results come more easily. Put real connection at the center of everything you do, and everything from fundraising to storytelling gets put on overdrive. 

How To Build “Know, Like, Trust” At Your Nonprofit 

Below we break down each of the three parts of the framework. This includes a list of actions that will make “know like and trust” a fundamental part of your community engagement. We also include one question to ask you team at the end of each section.

Step #1: Know

People need to know you exist. This is the first step to engaging with a community. Many nonprofits spend so much time investing in programs that they forget how important this is.

But here’s the thing: the “know” stage isn’t just about visibility. It’s about being visible to the right people. You don’t want to broadcast out to the void; you want to be present where your people actually are. The first step to know like and trust in community engagement is knowing the difference.

Actions for you: 

• Figure out which platforms your audience uses with extensive research 
• Regularly post helpful and inspiration content on these platforms
• Run awareness campaigns or work with micro influencers 
• Invest in SEO-optimized content (and figure out how to make it into AI summaries) 

One question for your team:

• Is our organization easy to find, and if it’s not, do we understand what we need to do to change that? 

Step #2: Like

Once people know who you are, they need to like you. Work towards this, and your audience is more likely to stick around and support your organization.  

Something important to understand: being liked doesn’t mean being everybody’s friend. Never try to be everything to everyone. The key here is showing personality, sharing your values, and doing it consistently. This will eventually attract the people who are a right fit. 

Actions for you: 

• Use consistent tone and messaging that feel like a human wrote it
• Don’t just talk about what you do – talk about why you care
• Share real voices from your community (staff and volunteers are a good place to start)
• Celebrate the success of the people you help

One question for your team:

• Are we relatable, and do we actually show our values in the way that we communicate?

Step # 3: Trust

In the nonprofit world, trust is everything. Donors need to know that their money is used wisely. Not only after they donate, but before they choose to give as well. Trust is also important for volunteers (who want to feel valued) and community members (who want to feel seen). Without trust, the first two steps of know and like don’t really matter.

Trust is also a tipping point. Treat it as the foundation of engagement. Trust is what takes a casual follower that listens to what you have to say, and turns them into a committed supporter. 

Actions for you: 

• Be transparent, especially when things don’t go according to plan
• Have an organizational standard of “following through on promises” 
• Always include third-party credibility to win trust (testimonials, reviews, and partnerships)

One question for your team:

• Are we clear and transparent enough to earn people’s trust, both the people who just found us and the ones that have been following for a while?

Final Thoughts

You can’t skip these steps. It’s tempting to view know like and trust in community engagement as another “pretty framework.” But all three of these steps are essential.

Skip them, and your nonprofit will never make the impact that it could. But incorporate them into everything you do? That’s when you and your team really start to make a difference!

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