Problem: Analysis shows that customers feel the organization is hiding something, or may be dishonest.
Solution: Increase transparency.
As an organization there will always be things that we can not or will not share with our clients, customers or members. This is a simple fact of operating. It is also a rhetorical straw man that detractors and competitors can point to when they are running a negative campaign against us, our causes or our campaigns.
The way to combat accusations of obscuration is first to make sure that we are always diligent to inform our clients and customers about our goals and our realities, even when they are not so pleasant. That way, any organization making the claim that we were not open can be quickly and easily pointed to the appropriate post, article or other announcement.
But that is not enough. A well run campaign relies on people's feelings, not their logical conclusions. Even the most unfounded accusation of non-transparency can impact likeability. So the second response is to become extremely transparent on everything we can tell clients about. This decision needs to be made on a per case basis, but anything that can legally and logically be released, talked about, or have pictures taken of it should be on display.
Live tweeting, livestreaming, and making regular, clear updates to all applicable websites and social media platforms is essential. We can even go so far as to have official or unofficial representatives of our market in plain view being included physically in our process at every reasonable turn.
We want for our customer to be so a aware of our every activity that an accusation of non-transparency has no foothold. The emotional connection fostered with through social media can be the glue that makes our other good work and due diligence hit home.