Communicating Through Turbulent Times
In the last few months, the nonprofit sector has been facing cuts in government funding. Several organizations have endured threats to their tax exempt status, challenging their very survival. Despite these setbacks, groups are finding ways to continue their work and redouble efforts in support of their mission and the communities they serve.
How do you uphold your values in the midst of heightened uncertainty? A central component of your response is to sharpen external communications. We offer three approaches to help your organization communicate effectively during turbulent times.
Communicate what you stand for.
Use your values to guide your messaging.
On Earth Day 2025, the World Wildlife Fund’s President and CEO shared a message that reiterates their commitment to preserving nature. The post summarizes WWF’s “why” and succinctly communicates that protecting nature benefits us all.
Earlier in March, United We Dream issued a press release in response to the Administration’s cancellation of federal contracts, which would cease the work of more than 100 nonprofits supporting unaccompanied immigrant children. “Access to legal counsel and a fair immigration process should be standard for everyone, including children,” said United We Dream.
Promote your services.
Make your services clear and visible. More people will be seeking support, community, and opportunities to get involved.
The Young Center posted a TikTok describing the work of their Safe Repatriation team, which partners with international experts to provide information and help people through the documentation process.
The National Immigrant Justice Center has been raising money for their Emergency Fund, which is set to ensure their community continues to receive legal services. By posting progress made in reaching their monetary goal, they are updating their audience while bringing visibility to these services.
Join forces
We are seeing an increase in organizations standing together, including those in the philanthropy and charitable giving sectors.
Started by the presidents of McKnight, Freedom Together, and the MacArthur Foundations, this public solidarity sign-on campaign already has 637 signatories as of May 5, 2025.
Since April, the National Council on Nonprofits is collecting nonprofit stories of impact, to help amplify the positive impact of the sector.
By focusing on your values, promoting your services and joining forces, you can remind audiences of your organization’s stance, work, and impact, and help build collective power.