Navigating Nonprofit Communications in a Time of Crisis
By Kirsten Rogers, Marketing Director, Senior Consultant
In a world that seems perpetually in crisis, the constant influx of alarming news can leave us all feeling overwhelmed. This sentiment is profoundly felt within the nonprofit sector, where organizations strive to navigate the murky waters of societal upheavals while remaining true to your core missions. It’s also a sector that attracts people with a lot of heart and drive to roll up their sleeves in the face of injustice. The question then becomes: in times of crisis, how can nonprofits ensure that their engagement—or lack thereof—does not lead to mission drift? Do we shift our planned communications or stay the course?
The Challenge of Staying True to Your Mission
The barrage of news stories about crises, both literal and metaphorical, can significantly affect nonprofits' abilities to fundraise and market your work. The temptation to react to every headline is understandable; after all, the nonprofit sector is filled with empathetic individuals drawn to the cause of making the world a better place. However, not every crisis aligns with every organization's mission, and not every moment of upheaval requires your nonprofit's voice. The key is to engage strategically and avoid mission drift.
The YES/NO Gut-Check
To navigate these tumultuous times, we’ve developed a series of YES/NO questions designed to help organizations decide whether to engage with current events:
Does this crisis directly impact the people and mission we serve?
Are we experts in this space?
Will our contribution add substance or a new perspective to the conversation?
Do the majority of people in our community expect us to show up for this cause?
Could our silence be viewed negatively by our community or affect relationships in the short and long term?
Answering YES to most of these questions suggests a clear path to engaging with the crisis in a manner that aligns with your organization's mission.
Conversely, a majority of NOs might indicate that it's wiser to step back, at least momentarily, to reflect on how best to participate, if at all.
Strategies for Meaningful Engagement
Engaging with a crisis does not always mean making public statements. Sometimes, showing up means amplifying the voices of those directly affected or those with the expertise to make a meaningful difference. Here are some strategies to consider:
Stay in Your Lane: Focus on crises that directly impact your mission and the community you serve. This ensures that your efforts are both impactful and relevant.
Be Strategic, Not Reactionary: Develop a crisis communication policy that outlines how and when your organization will engage with societal issues. This preparation allows you to respond thoughtfully rather than reactively.
Amplify Others: If a crisis falls outside your expertise, support those with the knowledge and skills to make a difference. This can be through social media, partnerships, or resource sharing.
Behind-the-Scenes Support: Public statements are just one way to show solidarity. Consider other forms of support, such as donations, volunteer work, or private advocacy, to contribute without risking mission drift or speaking out of turn.
The Importance of Mission Alignment
Ultimately, the goal is to prevent mission drift by ensuring that your nonprofit's engagement with crises is both strategic and aligned with your core objectives. Remember, choosing not to publicly address every headline does not imply indifference. Rather, it reflects a thoughtful approach to maintaining focus on your mission while navigating a world that often seems in constant turmoil.
In this era of perpetual crisis, the most impactful nonprofits will be those that remain true to their missions, strategically engage where they can make a real difference, and support others doing vital work outside their purview. By asking the right questions and planning for these moments, your organization can contribute positively to the global conversation without losing sight of the mission that defines it.
