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Sources: McCune Institute · Independent Reputational Analysis · YouTube Analytics (Apr 2026) · FAIR · Scripture Central · Public Square Magazine · Keystone · Reddit · TikTok · Instagram · News Monitoring
March 2026 did not produce a single dominant crisis, but rather reinforced several long-running reputational vulnerabilities simultaneously — creating a compounding effect more structurally significant than any individual story. The overall trajectory is mixed with a slight negative tilt.
The dominant narrative clusters: (1) Financial transparency — March's #1 reputational issue across media monitoring, with an Australian investigative story imminent. (2) Abuse and safeguarding — highest moral severity, highest escalation risk, and entirely uncontested by faithful voices. (3) Temple zoning — rising local conflicts generating mainstream coverage in multiple U.S. and international markets. (4) LGBTQ and identity — Archuleta's memoir + BYU campus tensions driving cross-platform conversation. (5) Growth credibility — retention narratives gradually building across social media and podcasts.
On the positive side: Come Unto Christ: 65.9M monthly views. More Good Foundation's Keystone is the fastest-growing youth-focused faithful brand, with content performing at the level of channels 3x its size and expanding across TikTok, Instagram, and web. Public Square Magazine continues as the ecosystem's most credible counter-narrative editorial voice. Scripture Central's multi-channel network (309K+ subs, 54 new videos/month) is the academic backbone of faithful response. FAIR maintains the deepest apologetics library. And new faithful creators like Jasmin Rappleye, Latter Daily Saints, and Barbara Morgan Gardner are emerging at an encouraging pace.
The core structural challenge: opposition voices set narratives in 24 hours; faithful response takes 7-14 days.
Reputation is shaped by real-world events and how effectively the faithful ecosystem responds. These are March's most significant issues — ranked by combined analysis across social media monitoring, news media, Reddit, podcasts, and YouTube analytics — with assessment of how each key player (PSM, Keystone, Scripture Central, FAIR, Saints Unscripted, and independent creators) is addressing them.
March #1 Reputational Issue · Risk Score: 36.0/100
Financial secrecy remains the Church's most durable vulnerability. March saw continued reporting tied to SEC-related history, with renewed attention from financial journalists and watchdog voices on disclosure practices, shell entities, and reform credibility.
The Australian front: Journalist Remy Varga of News Network (Daily Telegraph, Herald Sun, Courier Mail, Adelaide Advertiser, Hobart Mercury) submitted questions about discrepancies between LDS Charitable Trust Fund and LDS Charities Australia reports: $32M gap in 2024, $142M unexplained surplus in 2023, $30M gap in 2022. Publication appears imminent.
Also: Salt Lake Tribune reported investment portfolio decline. Church donation to 2034 Olympics drew scrutiny. Humanitarian spending questioned relative to overall wealth.
Faithful response: No proactive content exists anywhere — not from PSM, FAIR, Scripture Central, Keystone, Deseret News, or any independent creator — addressing Church financial structures internationally. This is the most urgent pre-emption opportunity. PSM has the editorial independence and speed to publish first; Keystone could create an accessible youth explainer; Scripture Central could provide historical context on tithing and consecration.
March #2 · Risk Score: 29.5/100, ▲3
Continued legal activity around clergy-penitent privilege, reporting obligations, and internal helpline practices. BYU athlete arrested on felony rape charges. @floodlit continued documenting cases. AP's 2022 investigation still cited. Renewed media framing of institutional protection vs. victim safety.
Faithful response: Effectively none. The single largest uncontested narrative space in the ecosystem.
March #3 · Rising trajectory
An increasingly important and often overlooked issue. Multiple municipalities debated temple height, lighting, traffic, and land use. March included public hearings, petitions, and organized opposition. These translate abstract Church-power concerns into visible, local conflicts generating mainstream (non-religion) coverage — expanding reputational exposure to audiences with no prior Church opinion.
Faithful response: Minimal. Some local member engagement but no coordinated narrative strategy.
March #4 · Risk Score: 39.4/100, ▲5
Archuleta's Devout detailed suicidal ideation, same-sex attraction, and interactions with senior leaders. Reviewed in mainstream outlets, extensive podcast coverage. Church-adjacent "toxic empathy" framing generated backlash. BYU campus tensions around LGBTQ expression spread into higher-ed commentary.
Faithful response: Public Square Magazine published nuanced analysis. Saints Unscripted produced a panel. Keystone created youth-accessible content framing the topic with compassion. Gap: No major faithful creator produced a compassionate video response at the scale needed to compete with Archuleta's podcast appearances. The Church has not officially acknowledged the memoir.
March #5 · Risk Score: 43.2/100, ▲2
Dissident YouTuber connected tradwife culture to LDS women. Joseph Smith's plural marriages resurfaced. NYT and The Atlantic published tradwife features pulling LDS culture into mainstream patriarchy debates. Internal commentary revisited women's authority and leader language.
PSM's "Getting at the Roots of Sexual Violence Against Women" (Jacob Z. Hess) addressed with data. Gap: No coordinated tradwife-specific response.
Additional March issues
Retention (#6): BYU professor survey on religious deidentification widely shared. r/exmormon passed 330K members. Growth credibility narratives gradually rising. Saints Unscripted's "Is the Church Losing Members?" provided data-driven faithful response. Come Back Podcast addresses faith transitions directly. Keystone's youth content serves as a retention tool for the most vulnerable demographic.
Political neutrality (#7): Church-affiliated voices connected to culture-war debates. Senator Mike Lee linked to DezNat. Perceived partisan alignment alienates moderates.
Church History (#8, risk score 54.8 — #1 for 12 months): Joseph Smith Masonic connections and "con man" narrative debated on X/Reddit (400+ avg engagements). CES Letter still Google page one. Scripture Central (309K subs, 54 new videos/month) provides the most robust academic counter-narrative. FAIR maintains the deepest response library (3,400+ videos) but averages only 2,272 views each — a distribution problem, not a content problem. Keystone addresses foundational history questions in youth-accessible format. PSM's "Consent Not Curiosity" and "The Biases That Aren't Measured" build intellectual credibility for mainstream audiences.
Pop Culture (#10): Secret Lives of Mormon Wives S4 premiered March. PSM's "The Unraveling of #MomTok" (Amanda Freebairn) was one of the month's most-shared faithful analyses. Ward Radio provided rapid commentary. Keystone addressed the cultural dynamics for youth audiences. PSM's earlier "Ten Ways Under the Banner of Heaven Defames the Church" continues circulating — proving the long-tail value of quality written content.
This assessment integrates multiple monitoring sources: social media tracking, independent reputational analysis of news and media coverage, YouTube channel analytics, Reddit/TikTok sentiment, and faithful ecosystem monitoring from organizations including Public Square Magazine, FAIR, Scripture Central, and Keystone. Issues with a March ranking indicate elevation in broader media monitoring beyond social-media-only tracking.
Also tracked: Fringe Ideologies (25.7, ▼7 — political neutrality #7), Race & Racism (23.8, ▼4). March analysis also flagged Humanitarian claims vs. scale (#9) as reinforcing the finance narrative.
Church Finances scores 36/100 on social media tracking but is March's #1 overall reputational issue — because its impact extends to financial press, policymakers, international journalists, and regulators. Social-media-only monitoring misses this.
Temple Zoning scores only 18.8 on social tracking but is March's #3 issue — because it generates local newspaper, city council, and neighborhood forum coverage that social monitoring doesn't capture. Keystone and PSM could both play a role in proactive community-relations content here.
Abuse is elevated across all monitoring sources — social media rising (+3) AND March's #2 in broader analysis. This is the convergence point that demands action. No faithful organization — not FAIR, not Scripture Central, not PSM, not Keystone — is producing substantive content in this space.
Reputation lives across seven distinct arenas. The structural problem across all of them: anti-Church content is emotional, platform-native, and fast. Faithful content is often higher quality but slower, longer-form, and discovery-dependent.
Anti-Church growth: Alyssa Grenfell (590K, +14K/month, 6.6M views) — lifestyle departure, can't counter with apologetics. Cults to Consciousness (393K, +9K/month) — "cult" framing. Dan McClellan (237K, +4K/month) — biblical scholarship undermining truth claims. Mormon Stories (300K, +1K/month) — plateauing but still agenda-setting.
Faithful growth: Follow Him (+5K/mo), Scripture Central (+3K), Stick of Joseph (+3K), Jasmin Rappleye (+2.2K, new), Latter Daily Saints (+2.2K, new), Keystone (+1.1K, 34K avg views/video — outperforming channels 3x its size), Thoughtful Faith (+1.7K), Barbara Morgan Gardner (+6K from smaller base). FAIR published 59 new videos but averaging only 2,272 views — the content exists, the distribution needs fixing.
Church official: Come Unto Christ: 65.9M views. Random Acts: 11.8M views, +14K subs. Tabernacle Choir: +20K subs.
#exmormon: 2+ billion cumulative views. Gen Z's primary encounter with the Church. Keystone is the most significant faithful brand building TikTok-native content — designed for the platform rather than repurposed from YouTube. Scripture Central has begun experimenting with Shorts. Individual faithful creators are present but scattered. A coordinated creator fund supporting 10-20 faithful micro-influencers — with talking points informed by reputational monitoring — would yield the highest platform ROI of any investment.
r/exmormon: 330K+ members, 15-20K daily active. Every controversy trends here first. r/latterdaysaints (~180K) is volunteer-run. Reddit is arguably the most important front door for faith crisis — and is entirely uncontested.
Instagram: Hank Smith (~600K), Al Carraway (~350K), Mormonr (visual apologetics, ~40K), Keystone (youth-native), PSM (growing article engagement).
Facebook: Where the largest faithful audiences are. LDS Living (1M+) plus ward/stake groups = PSM articles shared organically to millions. This is PSM's real distribution channel.
Podcasts: Follow Him (most-listened), All In (Church-leader access), Faith Matters (progressive middle). Opposition: Mormon Stories, Mormon Land (Salt Lake Tribune).
Open Web: CES Letter still Google page one. PSM's 1,000+ articles are the faithful side's strongest web asset — ranking for search queries, cited by journalists, providing analysis the Church cannot officially produce.
The faithful response ecosystem spans dozens of creators, organizations, and platforms. Here are the key players driving positive momentum and how they map to March's top reputational issues.
1,000+ published articles covering 9 of 11 tracked hot topics. The only LDS publication cited by mainstream journalists, academics, and policymakers. Produces the "gloves off" content the Church institutionally cannot.
"Consent Not Curiosity: WSJ's Double Standard on the Sacred" — Temple ethics rebuttal. Widely shared.
"The Unraveling of #MomTok" (Amanda Freebairn) — Cultural analysis addressing the Secret Lives conversation. One of March's most-shared faithful pieces.
"Ten Ways Under the Banner of Heaven Defames the Church" — Still circulating 2+ years later. Long-tail value.
"The Biases That Aren't Measured" (C.D. Cunningham) · "Getting at the Roots of Sexual Violence Against Women" (Jacob Z. Hess) · "Did Murder Become a Meme?"
PSM is uniquely positioned to address March's top reputational issues — financial transparency (Australian story), abuse (independent analysis of improvements), and temple zoning (positive community framing). No other entity has the editorial independence, speed, and credibility to respond simultaneously.
Keystone's 34K average views/video performs at the level of 100K+ subscriber channels. Multi-platform by design: YouTube, TikTok, Reels, keystonelds.org.
How Keystone maps to March's top issues: Church History — youth-accessible foundational answers before the CES Letter gets there first. LGBTQ — compassionate framing for teens encountering Archuleta's story. Leaving — front-line retention for the age group most at risk. Every issue that matters most to the Church's future passes through the demographic Keystone is built to reach.
Keystone is the faithful ecosystem's best answer to the anti-Church TikTok problem — and the best long-term investment in next-generation retention.
The faithful response ecosystem includes dozens of independent voices: Scripture Central (academic apologetics powerhouse, 309K subs, 54 new videos/month), FAIR (deepest apologetics library, 3,400+ videos), Follow Him (most-listened LDS podcast, +5K subs/month), Ward Radio (fast-turnaround commentary, 33 new videos/month), Don't Miss This (female-led devotional, 238K subs), Mormonr (only visual apologetics on Instagram), and rising voices like Jasmin Rappleye, Latter Daily Saints, and Barbara Morgan Gardner.
Within this landscape, More Good Foundation occupies a unique strategic position. No other organization covers three distinct audiences with purpose-built brands: intellectuals/media (PSM), youth (Keystone), young adults (Saints Unscripted). While Scripture Central provides academic depth, FAIR provides apologetics breadth, and Follow Him provides devotional reach — MGF provides the editorial independence, topical range, and multi-platform architecture that allows the fastest response to breaking reputation issues across the audiences that matter most.
The ideal ecosystem response to any given issue involves multiple players: Scripture Central provides research → PSM publishes editorial analysis → Keystone creates youth-accessible short-form → Ward Radio offers commentary → FAIR updates its reference library. No formal coordination mechanism exists to enable this.
One of the most encouraging March 2026 trends is the emergence of new faithful creators showing strong organic growth. These complement established players — PSM for editorial depth, Scripture Central for academic rigor, FAIR for apologetics reference, Keystone for youth — filling additional demographic and format gaps:
Barbara Morgan Gardner: +6K subs/month from 19.9K base — 30% monthly growth. Female academic voice. Fills the gap of credible women's perspectives in a month dominated by gender questions.
Jasmin Rappleye: +2.2K/month. Launched May 2025, already 27K subs, 16 videos/month. Young female voice filling a critical demographic gap.
Latter Daily Saints: +2.2K/month. Launched Oct 2025. 23 videos/month. Shows unmet demand for fresh faithful perspectives.
Thoughtful Faith: +1.7K/month, 69K subs, 18 videos/month. Reaching the "deeper questions" audience.
Informed Saints: +1.2K/month. Launched Sept 2025. Rapid early growth.
Scripture Central network: 309K + 529K + 65K + 62K across 4+ channels. 54 new videos/month. The academic foundation that PSM, FAIR, Keystone, and many independent creators build upon.
The anti-Church ecosystem is bifurcating. A "first wave" of anger-driven creators is stalling. A "second wave" of mainstream-accessible voices is growing fast.
| Creator | Subs | +/Mo | Views/Mo | Why They Matter |
|---|---|---|---|---|
| Alyssa Grenfell | 590K | +14K | 6.6M | New #1. Lifestyle departure — can't counter with apologetics. |
| Cults to Consciousness | 393K | +9K | 2.5M | "Cult" framing. Mainstream audience resonance. |
| Dan McClellan | 237K | +4K | 2.8M | Biblical scholarship undermining truth claims. |
| Mormon Stories | 300K | +1K | 1.9M | Agenda-setting. 34 vids/mo. Podcast beyond YT. |
| Nemo the Mormon | 43K | +200 | 350K | UK-based. International. Finance specialty. |
NewNameNoah: 0 new videos, +100 subs — retired. Exmo Lex: Removing content, 0 growth. Zelph: +100 subs. Carah Burrell: 0 new subs. Backyard Professor: Losing subscribers. Mormon Stories growth plateaued at +1K/month despite 34 new videos.
Core vulnerability: The exmo ecosystem is defined by what it's against. Most people cycle out after 1-2 years. The faithful side's structural advantage: community, meaning, and beauty.
Critical AI-powered response tools — already being built. Australian financial story — imminent.
High Archuleta book tour continues. 2034 Olympics scrutiny escalating. Streaming documentaries in development.
Watch Grenfell brand expansion — mainstream exmo personality at unprecedented scale. Temple zoning escalation — clustered conflicts could generate national narrative.
Come Unto Christ: 65.9 million monthly views. The standout metric. Whatever strategy drives this (likely Shorts) should be analyzed and shared.
The Jones Fam: 45.5M views, +20K subscribers. LDS family content with massive mainstream crossover.
Random Acts (BYU): 11.8M views, +14K subs. Kindness content goes viral.
Tabernacle Choir: +20K subs, 8.9M views. Music transcends controversy.
Apostle personal channels (launched Aug 2025) — Elder Uchtdorf +1.7K subs/month.
Church Newsroom: 42 new videos, 5.5M views.
No counter-narrative from official channels — by design. Burden falls on independents and MGF.
No institutional presence on Reddit or TikTok for counter-narrative.
Australian inquiry: no preemptive response.
Abuse: entirely uncontested.
Temple zoning: no coordinated communications.
Interfaith initiatives generated modest positive coverage. Temple announcements and growth updates are routine but net-positive. These contribute to ambient positive perception.
1. Pre-empt the Australian financial story. Publish a proactive explainer on nonprofit accounting before News Network publishes. PSM + AU area communication. Frame as transparency. Address discrepancies directly.
2. Build an AI-first response tool. ExMo developers are building theirs. Train on FAIR, Scripture Central, PSM, Gospel Topics Essays. First to market wins.
3. Temple zoning communication package. Reusable templates: neighbor FAQ, local media talking points, member guidance for public hearings.
4. Scale Keystone across TikTok and Reels. Keystone's multi-platform architecture is the right model — it needs volume. A dedicated Shorts/Reels editor could double output in the space where anti-Church content dominates. Priority topics: Church History (before CES Letter reaches them), LGBTQ (compassionate framing for Archuleta conversations), and "why I believe" personal testimony clips to counter the "I left" narrative.
5. Expand PSM's reach through video partnerships. Adapt PSM articles into video with Scripture Central, Keystone, and Ward Radio. PSM provides the research and editorial; partners provide format and distribution. This multiplies influence without changing editorial identity. Keystone can adapt PSM's most youth-relevant pieces into short-form.
6. Counter "I left and I'm happier." Invest in lifestyle content from diverse, authentic voices. Random Acts, The Jones Fam, Al Carraway show this works.
7. Support emerging creators. Jasmin Rappleye, Latter Daily Saints, Barbara Morgan Gardner, Thoughtful Faith, Informed Saints all show momentum.
8. Scale the international creator ecosystem. Non-English faithful channels exist but remain small and under-resourced compared to the English-language ecosystem. The Church's fastest-growing regions — Latin America, Africa, the Philippines, and the Pacific — need significantly more investment in local-language content creators. The anti-Church side has minimal international presence, creating a window of advantage. Providing production support, translated talking points, and cross-promotion with established English-language channels (Scripture Central, Keystone, PSM) would amplify these voices at relatively low cost.
9. 2034 Olympics narrative infrastructure. Eight years. Humanitarian stories, Temple Square experiences, interfaith content. Begin now.
10. Rapid-response protocol. Connect PSM (editorial), Scripture Central (research), Keystone (youth short-form), FAIR (reference updates), Ward Radio (commentary), and key independents into a coordination mechanism. When a story breaks: PSM drafts editorial within 24 hours → Scripture Central provides source material → Keystone creates youth-accessible Shorts → FAIR updates reference pages → Ward Radio provides same-day commentary. Currently each operates independently, losing days of narrative-setting time.
11. Address the abuse gap. Commission credible, independent voices for content on institutional safeguard improvements. Honest, not defensive.
12. Amplify faithful LGBTQ voices. Ben Schilaty and similar voices are massively underplatformed.
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