Crisis Communication for Non-Profit Organizations

By Thomas Mustac, Public Relations Specialist — Otter PR  

In today's world, non-profit organizations play a crucial role in addressing social, environmental, and humanitarian issues. These organizations exist to make a positive impact, but they are not immune to crises that threaten their reputation, funding, and mission. During these challenging times, effective crisis communication becomes essential for non-profit organizations.

Anticipate and prepare

To successfully handle crises, non-profit organizations must anticipate potential risks and prepare for them in advance. This preparation includes developing a crisis communication plan that outlines the key steps and strategies to be followed during a crisis, including identifying potential crisis scenarios, establishing clear roles and responsibilities, and creating guidelines for effective communication.

Nonprofit organizations run on tight budgets. Since they often can't afford communications teams or crisis experts at the drop of a hat, planning ahead is not only prudent but essential.

Be transparent and honest

During a crisis, transparent and honest communication is crucial, so non-profits must quickly inform their stakeholders about the situation, the organization's response, and any steps being taken to mitigate the crisis. Honesty builds trust and enables the organization to maintain credibility during uncertain times.

Utilize social media and other digital platforms to disseminate information quickly and directly. Monitoring social media conversations and responding promptly can help the organization maintain control of the narrative during a crisis by correcting any potential misinformation being spread.

Establish a spokesperson

Designating a spokesperson and a crisis communication team is essential when providing consistent and accurate information to stakeholders. These individuals should thoroughly understand the organization's operations, values, and mission. Media training is also crucial to ensure that they deliver the messages effectively and confidently, even under the pressure of a crisis.

Ensure only one voice represents your nonprofit throughout a crisis. Multiple sources of information often create he/she-said situations, distrust, and false information.

Customize messages for various stakeholders

Different stakeholders have unique information needs and concerns during a crisis, so non-profits should tailor their messages to address these specific concerns and ensure all stakeholders receive accurate and relevant information. This customization creates a sense of care and consideration, fostering positive relationships even during difficult times.

Despite customization, stay on message. Keep your non-profit’s core message front and center even when responding to a crisis.

Maintain relationships with donors and supporters

During a crisis, non-profit organizations must prioritize maintaining relationships with their donors and supporters. Regular and transparent updates about how the crisis is being managed, its impact on ongoing projects, and the organization's plan moving forward will help keep donors informed and engaged. This open communication will reassure them that their contributions are being utilized effectively despite the crisis.

Involve your community in every step of the process with up-to-date information. Public opinion constantly changes, so keeping your community in the loop retains support and goodwill.

Learn and improve

After navigating a crisis, non-profit organizations must reflect on and learn from the experience. Conducting a post-crisis analysis helps identify any gaps or shortcomings in the crisis communication strategy by evaluating what went well and what could have been improved to enhance preparedness for future crises.

Crisis communication plays a vital role in enabling non-profit organizations to navigate uncertain times effectively. By anticipating potential risks, establishing transparent communication channels, and tailoring messages to stakeholders, non-profits can successfully mitigate the impact of a crisis on their reputation, funding, and mission. 

Ultimately, effective crisis communication allows these organizations to remain resilient, continue making a difference, and create lasting change in the world.

— Thomas Mustac is Otter PR's medical and health industry PR specialist. He previously held positions at the Dr. Oz Show and New York Medical College. He has his Master's Degree from Iona College and received an Advanced Certification in Nonprofit Public Relations. He has a diverse background in healthcare, pharmaceutical, telehealth, tech, cosmetics, sports, and interior design public relations.