Authenticity as practice

Showing up authentically in real life is not a one-time decision. It’s a practice that requires intention, reflection, and sometimes the courage to realign when we drift off course. The same is true about authenticity in marketing. Each time we create a piece of content, draft a caption, or build a campaign, we have an opportunity to practice and ask: Does this reflect who we really are?

When we approach marketing as an ongoing expression of our values rather than a performance for approval, we build deeper trust with our audience. People don’t want polished messages being pushed by your C-suite. They want to know who you are, what you believe, and whether you live it out. For mission-driven organizations, authenticity isn’t just good marketing, it’s foundational to building trust, loyalty, and long-term impact.

This next part is important: being authentic in your marketing doesn’t mean you share everything or operate without strategy. It means your website, your emails, your social media feel like a natural extension of your team’s conversations and convictions. Someone should be able to read any piece of collateral, digital or print, and be able to understand who your organization is on a core level.

Trust is the new currency.

When organizations communicate with clarity and conviction, audiences are far more likely to engage, donate, or advocate. A 2020 Fidelity Charitable study found that 61% of donors want to give to organizations that take a stand on issues they care about, and 40% are willing to change who they give to based on an organization’s values and actions. Authenticity builds loyalty. Inauthenticity builds skepticism.

It means that people are paying attention and they’re not just looking for impact metrics or annual reports, they’re in search of alignment. They want to know if your mission, your message, and your actions are all pointing in the same direction.

Too many organizations fall into the trap of trying to appeal to everyone. They water down their message, avoid strong stances, or over-polish their communications to the point of sterility. The result? A brand voice that feels generic, disconnected, or forgettable.

According to Sprout Social’s Social Index (2022), 88% of consumers say it’s important for brands to be authentic. Read that again. EIGHTY-EIGHT PERCENT.

Donors are asking: Do you believe what I believe? Are you acting on it? Are you just another voice in the noise, or are you rooted in something bigger?

So, How Does Your Organization Put Authenticity into Practice?

Here are five practical ways your organization can show up authentically in a consistent and confident way.

1. Lead with Your Values

Share your “why” often. Whether you’re talking about a new initiative, an event, or an advocacy campaign, anchor it in your core values. Don’t be afraid to say what matters most to your team and to your community.

2. Be Consistent Across Channels

Your website, social media, emails, and in-person experiences should all reflect the same tone, voice, and message. This builds trust and helps supporters feel like they’re part of something real, not just a clickable campaign.

3. Use Real Language

Talk like a human. Avoid jargon, inflated impact talk, or overly corporate-sounding phrases. Use words that your community uses. The more natural your voice, the more relatable your message.

4. Acknowledge Imperfection

Authenticity doesn’t mean perfection, it means honesty. It’s okay to share challenges, lessons learned, or moments of growth. Vulnerability, done responsibly, can deepen trust and foster a sense of shared purpose.

5. Say the Thing

The bold one. The one that sounds like you’re speaking to your own team in a moment of honesty. That’s the one that’ll resonate. Don’t shy away from the issues you & your community cares about. In a sea of curated content, authenticity is the differentiator. Speak clearly to your people because they’re out there.

Here at Digital Mountaineers, we’re not interested in helping you build a version of your brand that isn’t true to who you are. We’re here to dig deep, listen well, and help you build a digital presence that’s rooted in your truth.