NEWS + INSIGHTS

Effective crisis communications can truly make or break how an organization navigates through tough times. Here are ten key steps that nonprofits can use to communicate effectively with their internal and external audiences during crises, especially related to government actions, funding cuts, negative incidents, accidents, or any other high‑stakes situations:

1. Establish a Crisis Communications Team

Step: Appoint a small, trained team responsible for crisis communications. Why: This team ensures that information is accurate, timely, and consistent. Include key leadership members and communication professionals. Who: Leadership, communications experts, legal advisors, and subject matter experts.

2. Develop a Clear and Consistent Message

Step: Craft a clear, concise, and unified message for both internal and external audiences.
Why: Consistency is key. Whether you are talking to employees, the public, or the media, make sure the core message remains aligned and simple. Tip: Use empathy and transparency, especially when addressing concerns about changes or uncertainty.
Example: “We are committed to continuing our work to support our community, despite challenges from recent policy changes.”

3. Communicate Early and Often

Step: Do not wait for information to become public or for things to escalate—communicate early.
Why: Initiative-taking communication prevents rumors and misunderstandings. Regular updates will keep everyone informed and reduce anxiety.
Who: Internal updates for staff and external updates to constituents, supporters, and the media.

4. Be Transparent, But Strategic

Step: Share information honestly but be mindful of the timing and potential impact.
Why: Full transparency builds trust, but organizations must balance it with the need to avoid causing unnecessary panic or harm.
Tip: If you do not have answers, be honest about what you do know and the process for finding solutions.
Example: “We are still gathering details on how the latest budget cuts will impact our programs, but we will update you as soon as we know more.”

5. Utilize Multiple Communication Channels

Step: Ensure that you reach your various audiences (staff, clients, supporters, media, etc.) via their preferred communication channels. Why: Different people consume information in diverse ways. Use emails, text messages, social media, websites, and even phone calls to get your message out. Who: Staff, supporters, community members, donors, etc.

6. Control the Narrative

Step: Own the message and stay ahead of any misinformation. Why: In times of crisis, others may try to define the story for you. By regularly sharing updates, you help control the narrative. Tip: Anticipate questions and concerns and proactively address them in your messaging.

7. Prioritize Internal Communication

Step: Keep employees and volunteers well-informed with clear, direct communication. Why: If your staff is confused or uninformed, it can affect morale and their ability to perform their roles. Empower your team to be effective messengers. Example: Send regular updates about how internal changes or external threats may impact operations, and outline how you plan to address these issues.

8. Show Empathy and Humanize the Message

Step: Acknowledge the emotional impact of the crisis on your community and supporters. Why: During a crisis, people are often scared or frustrated. Showing empathy builds trust and shows your organization’s care. Tip: Speak from a place of understanding and compassion, and ensure your tone reflects the seriousness of the situation. Example: “We know that many of you are facing uncertainty right now, and we want to reassure you that we are here to support you as we navigate these difficult changes.”

9. Be Flexible and Adapt as the Situation Evolves

Step: Keep reassessing and adjusting your messaging as latest information becomes available. Why: The situation is likely to evolve, and so should your communication strategy. Stay nimble and adjust your message as needed. Tip: Be prepared to pivot your strategy or messaging based on new developments or feedback from your audience.

10. Evaluate and Learn from the Crisis After It is Over

Step: Once the crisis is resolved, evaluate how your organization managed communications. Why: This helps you learn from the experience and refine your crisis communication plan for future challenges. Tip: Hold debrief meetings, assess what worked well, and identify areas for improvement. Who: Crisis communications team, leadership, and key staff.

By following these steps, your organization can navigate a crisis with clarity, transparency, and confidence, ensuring that you maintain trust with all of your stakeholders, including employees, supporters, clients, and the broader community. It is essential that your communication remains calm, consistent, and empathetic to effectively guide your organization through turbulent times.