Nonprofit organizations face unique challenges when communicating during a crisis, as they need to maintain their social mission and reputation while also securing their financial sustainability and donor support. How can you balance these two goals in your nonprofit crisis communication strategy? Here are some tips to help you navigate this complex situation.
The first step in any crisis communication plan is to identify your key stakeholders and their needs, expectations, and concerns. These may include your beneficiaries, donors, partners, staff, volunteers, media, regulators, and the public. You need to prioritize and segment your stakeholders according to their level of interest and influence, and tailor your messages and channels accordingly. For example, you may want to send more detailed and frequent updates to your major donors and partners, while using social media and newsletters to reach a broader audience.
When you're knee-deep in crisis, the first move must be to identify the key players, understand their perspective and mitigate concerns. In my experience, keep the media well fed. A wolf that is full is far less dangerous than a hungry wolf looking for a snack. It is also critical to keep leadership up-to-speed. Never let leadership be caught off-guard with critical information. Similarly, keeping others in the organization well informed can keep rumors at bay. The time to plan is now. Keep organized and have the right communications plan in place.
One of the most important principles of nonprofit crisis communication is to be transparent and accountable about your actions, decisions, and impact. You need to acknowledge the crisis, explain how it affects your organization and your beneficiaries, and share what you are doing to address it. You also need to demonstrate how you are using your resources efficiently and effectively, and how you are measuring and reporting your outcomes. By being transparent and accountable, you can build trust and credibility with your stakeholders, and show them that you are fulfilling your social mission and values.
Another key element of nonprofit crisis communication is to show empathy and compassion for your beneficiaries, donors, and other stakeholders. You need to express your understanding of their feelings, needs, and challenges, and show them that you care about their well-being and satisfaction. You also need to thank them for their support and involvement, and recognize their contributions and achievements. By showing empathy and compassion, you can strengthen your relationships and loyalty with your stakeholders, and inspire them to continue supporting your cause and vision.
In challenging times for nonprofits, it is imperative to maintain transparency and accountability. Public relations professionals should consider this opportunity as a community conversation. Honesty, empathy and transparency should be at the forefront of any communications. No matter what the challenge is, the integrity of the organization is at stake. Without the core commitment to honesty, transparency and empathy, the crisis situation quickly devolves.
A third aspect of nonprofit crisis communication is to highlight your value proposition, or the unique benefits and advantages that you offer to your beneficiaries, donors, and other stakeholders. You need to communicate how you are solving a specific problem or need, how you are creating positive social change, and how you are different from other organizations in your field. You also need to showcase your success stories, testimonials, and impact data, and use compelling narratives and visuals to convey your message. By highlighting your value proposition, you can attract and retain your stakeholders, and demonstrate your financial and social return on investment.
A final tip for nonprofit crisis communication is to seek feedback and dialogue with your stakeholders, and use it to improve your performance and communication. You need to invite and listen to their opinions, suggestions, questions, and complaints, and respond to them promptly and respectfully. You also need to create opportunities for dialogue and engagement, such as surveys, polls, webinars, forums, or events, and involve your stakeholders in your decision-making and planning processes. By seeking feedback and dialogue, you can enhance your understanding and alignment with your stakeholders, and foster a sense of community and collaboration.
Being open and available to criticism is extremely difficult - especially during times of crisis. But receiving this feedback is absolutely crucial to getting past the crisis and improving the overall business operations of your organization. Receiving this feedback can come in a variety of ways. However, in my experience the best way to receive feedback is in-person and with extreme grace. Engage in discussions with the appropriate audience. Ask for feedback and then apply the feedback appropriately. This is critical to restoring trust and aligning goals effectively.
Share accurate and clear information about the crisis. Provide updates regularly, even if it's to say that there are no new developments. After the crisis, conduct a thorough review. Identify lessons learned and areas for improvement. Communicate how your nonprofit plans to prevent similar issues in the future. Being transparent and accountable during a crisis not only helps in managing the immediate situation but also contributes to building long-term trust with your supporters and stakeholders.