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PurposeThe purpose of this paper is to unearth common perceptions of non-profit organization (NPO) trust and reputation, with a specific focus in their overlaps and intersections. Examining the two concepts in tandem allows a more comprehensive approach offering new insights.Design/methodology/approachThis study is devoted to the analysis of the interplay of NPO trust and reputation combining semantic network analysis with a personification approach. The data are collected via semi-structured interviews with 482 individuals.FindingsThe present results reveal both common (e.g. charitable, credible) and unique (e.g. illuminating, nice) personality traits. Findings also demonstrate that reputation is a broader concept than trust, with more characteristics. Moreover, it is possible to state that NPOs deemed reputable have a 50% chance of being trusted.Research limitations/implicationsClearly delineating the relationship between the concepts of NPO trust and reputation has certain conceptual significance and practical value. As traits are grouped in the existing taxonomy categories based on the analysis, it could contribute to improving understanding of these constructs, as well as a modification in the existing classification.Practical implicationsThis study aims to assist NPO managers by providing a list of ideal traits for NPO reputation and trust. It can serve as a guide for managers to assess their own perceptions, for comparison with those of competitors.Originality/valueTo the authors' knowledge, this study is the first attempt to provide an interrelated perspective to the study of NPO trust and reputation through semantic network and personification approach.

Fostering interactivity through responsiveness: The case of Turkish environmental nonprofit organizations' websites The objectives of communication efforts' have been transformed from informing, persuading and reminding to informing, listening and responding (Porcu, Barrio-García, and Kitchen, 2012), thus increasing the importance of dialogue and building relationships between organizations and stakeholders. With the development of on-line and off-line communication tools, organizations can disseminate messages through various communication platforms. Although organizations encounter an increasing range of marketing and corporate communications opportunities due to technological development, web-sites continue to be an