With any corporation, it is most important to make a relationship with the client in order to allow open communication and trust to develop. Many organizations such as non profits are willing to open their doors to any new members because they need all the help they can get. This means they must be even more careful to create an impression on people that will allow the utmost trust. Everyone wants their opinions to be noticed and their ideas to be acknowledged, so it makes sense that organizations should make it a top priority to listen to all of the ideas coming in. Thank goodness for the internet- social networking sites make listening and engaging with member so much easier! I can't imagine how hard it must have been to get the opinions of everyone and truly acknowledge these suggestions when there was no place to consolidate all of these thoughts and opinions. Snail mail anyone? Organizations could literally ignore suggestions they did not like and no one would ever even know that they received such hate mail. Now, everything is public- which is great for the people, but makes building a trusting relationship with people a little harder for the organization.
Today, the internet makes it easy for those interested in an organization to make suggestions directly to the organization on Facebook, organizations' blogs, on their own blogs, etc. Those interested in forming a relationship with an organization get instantaneous access to emails and web pages where they are able to post their own thoughts. If organizations aren't listening to these posts and emails, they have to be literally deleting or reading them and ignoring the requests. There is no way that the public will not be aware of any problems the company is having, as well, because if one person has a problem with an organization and posts about it, everyone will be able to see this post and comment as well. It is all transparent, and for this reason it is necessary more than ever for organizations to build strong relationships based on trust.
Each relationship between a person and organization can be termed a type of "friendship." Each friendship needs communication, trust, and both must get something out of the relationship. An organization- person relationship can also have different levels, just as people have aquaintances, friends, and best friends. It is important to remember that each relationship is different. Organizations must cater to all these different relationships so that no one is left out. The best way to do this and gain trust for all is to keep all groups transparent and let the public know what is going on since everyone can see everything these days anyway. Come to think of it, any organization that chooses NOT to be transparent in today's society is seen as sketchy and would not be trusted simply on the fact that they keep their information private.
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