Who Do We Really Trust?
How Parasocial Relationships Are Shaping Marketing and Fundraising Strategy
— Written by Adela Vukovic, Strategic Advisor at Marlin Communications.
People trust people. This simple truth drives some of the most effective marketing and fundraising strategies today.
Parasocial relationships — emotional bonds formed with people we follow online but don’t actually know — now shape how audiences decide who to listen to, who to believe, and what to support. These relationships play a crucial role in building trust, increasing engagement, and turning casual followers into loyal advocates.
Understanding parasocial dynamics gives marketers and fundraisers a powerful tool for human connection in a digital-first world.
What Are Parasocial Relationships?
A parasocial relationship is a one-way emotional bond between an audience member and a personality, such as a podcast host, creator, or campaign figurehead. Although there’s no actual relationship, the person feels familiar. They show up regularly. They feel real. And that’s enough to begin building trust.
These relationships develop through repeated exposure, consistent tone, and emotional accessibility. The result is powerful: people respond to the creator as if they know them personally, even if they’ve never interacted.
Why Parasocial Relationships Work in Marketing
Emotional proximity drives attention, memory, and behaviour. People remember voices and faces they see consistently. They believe what feels relatable. They take action when trust has been built over time.
Here’s why parasocial strategies are effective:
- Trust grows through consistency. Repeated appearances build familiarity, which leads to loyalty.
- Natural tone builds authenticity. Real voices and unscripted moments feel honest and relatable.
- Low-friction engagement keeps audiences connected. Supporters don’t need one-to-one interaction to feel involved.
This shift means your most powerful brand asset may not be your logo — it’s your people.
Lessons from the Creator Economy
The creator economy thrives on parasocial trust. YouTubers, streamers, and newsletter authors succeed by showing up regularly, speaking directly to their audience, and revealing parts of themselves in authentic ways.
They don’t build an audience with campaigns. They build it with character — a defined personality, tone, and presence that feels reliable.
These creators:
- Develop a recognisable voice
- Deliver content on a predictable rhythm
- Share unfiltered stories and behind-the-scenes moments
- Speak to their followers as individuals, not as market segments
Marketers can adopt the same approach. Consistency, relatability, and authenticity are stronger trust signals than production quality or complexity.
Real People Build Real Trust
People want to connect with other people, not faceless organisations. Introducing real voices into your communications humanises your message and creates emotional stickiness.
Instead of relying on generic spokespeople or branded templates, consider:
- Featuring team members in video explainers or Q&As
- Sharing personal reflections from founders or CEOs
- Letting volunteers or community members speak directly to supporters
These choices invite emotional investment. Familiarity becomes the bridge between awareness and action.
How Parasocial Strategy Applies to Fundraising
Fundraising thrives on trust and emotional connection. When donors feel like they know someone inside your organisation, their relationship with your cause deepens. Parasocial techniques can be used to build that trust consistently, across emails, social media, video, and donor journeys.
5 Ways to Apply Parasocial Strategy in Fundraising:
- Choose a recognisable voice.
Identify one or two team members who can regularly appear in your donor communications. A program lead, a field worker, or a longtime staff member can become a familiar presence over time. - Develop a recurring content format.
Use a monthly diary, behind-the-scenes email, or Instagram Story series to build continuity. Donors should feel like they’re tuning into something they know and trust. - Create casual, personal content.
Use mobile-shot video or handwritten updates. Skip the scripts. Let your speakers share their feelings and experiences as if talking to a friend. - Align tone across channels.
Make sure your chosen voice feels consistent across email, social, and print. A coherent personality builds recognition and trust. - Show up often and honestly.
Trust builds gradually. Keep your chosen voices visible. Keep their tone warm, candid, and clear. Repetition creates emotional proximity.
Final Thought: Build Trust That Lasts
Parasocial dynamics reflect how modern audiences connect. In a world flooded with content, the human touch stands out. The most effective marketing and fundraising starts with presence, personality, and consistency.
People are loyal to people they trust. Give your supporters someone to trust, and they’ll give you their attention, their advocacy, and their support.
Interested in learning more?
We’re diving deeper into how trust is built in the digital age — and how fundraisers can use it to grow lasting supporter relationships.
Want to explore how parasocial strategy could shape your next campaign?
Reach out to Adela: marlincommunications.com/contact-us
