A Perfect Example of Crisis Communication

I wanted to share with you an email that I received from a charity guild of which I am an Associate member. This group is located in west Los Angeles, but the majority of their members live in and around Pacific Palisades.

In times of crisis, organizations must navigate difficult decisions with sensitivity and clarity. The following email is regarding the cancellation of its upcoming events due to the devastating impact of the Palisades fire and is a masterclass in compassionate, well-structured communication. It not only conveys the necessary logistical updates but does so in a way that acknowledges the deep emotional toll on its members, supporters, and associates.

What makes this email so effective is its empathetic tone and human-centered approach. Instead of leading with the cancellation of events, the message first acknowledges the widespread loss and displacement suffered by the community. By recognizing that "more than 40% of our wonderful Associates and a third of our members have lost their homes and/or been displaced," the email immediately establishes that the organization understands and prioritizes the needs of its people over its programming. This framing ensures that the message doesn’t come across as purely transactional but rather as an act of solidarity.

Additionally, the email is transparent and forward-thinking. It doesn’t merely announce cancellations—it explains why they are necessary, reassures recipients that there will be future reassessments, and provides a clear next step for those affected. The invitation for displaced members to update their contact information reinforces the organization's commitment to staying connected and offering support.

The Email

Dear Wonderful Associates,

The recent fires which ravaged so many in our community have left us navigating uncharted territory. More than 40% of our wonderful Associates and a third of our members have lost their homes and/or been displaced by the fires and many of our supporters have experienced the same.

Our thoughts and prayers are with all of you and our current focus is on how we can best support our community in the coming year. The heartache from the loss of homes and community is still too fresh to accurately predict what our coming year will look like.

What we can see clearly are two things. First, the need to put a pause on our traditional calendar of events including our Patron Drive that normally begins in May, and our 2025 Luncheon. Given the circumstances, it feels right to put these commitments on hold for now, with plans to reassess in the coming months.

Second, we feel our time and energy will best be spent supporting our members and friends as they navigate the unanticipated changes in their lives. We know this will not be the same for everyone as each person's experience will be unique, but we want to be there to support our community.

We are in the process of updating our Roster. If you have been displaced by the fire, please email [email protected] with your updated contact information so we may stay in touch.

We will keep you updated as things continue to evolve. Sending our love and prayers to you all. Best, (SIGNED BY CO-CHAIRS)

In challenging times, organizations must strike a delicate balance between addressing practical realities and demonstrating care for their communities. This email achieves both with grace, making it a model for how nonprofits and mission-driven groups should communicate during moments of crisis. I thought I would share it with you as a guideline if your organization is ever facing a devastating community crisis.

What do you think of how this situation was handled? I'd love to hear your thoughts.