{"id":47852,"date":"2022-01-28T08:31:44","date_gmt":"2020-05-11T09:00:00","guid":{"rendered":"https:\/\/bloomerang2dev.wpengine.com\/?p=47852"},"modified":"2025-08-29T16:40:51","modified_gmt":"2025-08-29T20:40:51","slug":"best-and-worst-nonprofit-coronavirus-crisis-communication-strategies","status":"publish","type":"post","link":"https:\/\/bloomerang.com\/blog\/best-and-worst-nonprofit-coronavirus-crisis-communication-strategies\/","title":{"rendered":"Best and Worst Nonprofit Coronavirus Crisis Communication Strategies"},"content":{"rendered":"

\"crisis<\/p>\n

Now is the time to be strategic and proactive. <\/b>It\u2019s one thing to be reactive at the beginning<\/em> of a crisis<\/span><\/a>. It\u2019s the normal human response. But this is no longer the beginning. And \u2018busy\u2019 is often not the most effective modus operandi<\/i>. It\u2019s like checking your email endlessly throughout the day, while avoiding the priority work that\u2019s a bit more difficult. You were working<\/i>, but were you productive<\/i>?<\/p>\n

Planning and leadership around communications and crisis communication strategies will be key to your survival.<\/b> Because communication is how we build authentic relationships<\/a><\/span>. And without relationships, your mission is doomed. Because no one will know enough about what you\u2019re doing, and why, to care to engage with you.<\/p>\n

What was relevant yesterday isn\u2019t necessarily relevant today.<\/b> Or, if you\u2019re in the business of emergency response, it may be more<\/i> relevant. The point is this: You\u2019ve got to actively communicate your current relevance.<\/p>\n

Now is the time to <\/b>double down<\/b><\/a><\/span> on your integrated marketing and fundraising communications strategy.<\/b> The key reasons people stop engaging<\/a><\/span> with a nonprofit all have to do with communications failures. This happens, sadly, all the time. It\u2019s why donor retention rates are abysmal<\/a><\/span> in the best of times. And we\u2019re certainly not in those right now.<\/p>\n

People want to help. People need to help.<\/b> If you\u2019ve got a way for people to help, it\u2019s your obligation to communicate this fact. This is your unique gift to those who are searching for a way, especially in crisis, to bring meaning and purpose to their lives<\/a><\/span>.<\/p>\n

Sadly, I see too many nonprofits failing at their job as \u2018<\/b>philanthropy facilitator<\/b><\/a><\/span>.\u2019<\/b> They\u2019re failing to communicate appropriately with their audiences. Why? I\u2019m not sure. But one thing I\u2019m observing is the lack of vision, planning<\/a><\/span> and leadership<\/a><\/span>.<\/p>\n

Worst Types of Crisis Communication Strategies<\/b><\/h2>\n

1. The worst is NO communication.\u00a0<\/b><\/h3>\n

Beware of assuming people don\u2019t want to hear from you<\/b> because you\u2019re not their top concern right now. You know what folks say about the word \u201cass-u-me<\/a><\/span>,\u201d right? Never, ever<\/i> make assumptions about when, where, what, why and how your constituents want to hear from you.\u00a0 The only way you\u2019ll know is by asking them directly.<\/p>\n

Would you suddenly stop talking to your family and friends because we\u2019re in the middle of a crisis?<\/b> Of course not. They loved you yesterday, they love you today, and they\u2019ll love you tomorrow \u2013 unless<\/i> you cut them off. They want to know how you\u2019re doing. They want you to ask them how they\u2019re doing. Relationships are a two-way street.<\/p>\n

Figure out your supporters\u2019 preferred methods of communication by testing<\/b> (today we\u2019re seeing a lot of email, phone calls, Zoom, Facebook Live, Google Hangout, Instagram and YouTube); then\u2026 go for it. There are plenty of communication options<\/a><\/span>. If you do nothing (perhaps because you lay off your development and marketing staff), you\u2019ll be sorry. Make those folks the last you lay off. Or hire them back first. They\u2019re truly \u2018essential workers.\u2019 Because out of sight is out of mind.<\/p>\n

2. The second worst is TONE-DEAF communication.<\/b><\/h3>\n

In<\/b> the face of the \u2018new abnormal\u2019 in which we\u2019re living, <\/b>acting as if this is business as usual will make you look out of touch.<\/b> Take a good look at your website; some of your language may need to be updated. That spring or summer fundraising appeal you\u2019d planned to send pre-pandemic may seem completely out of touch right now. As may your pitch to purchase a membership, subscription, tickets, courses, or anything else you generally sell to generate revenue. That\u2019s not to say you can\u2019t still seek to generate new revenue. You can, and you should. You just must do so in an authentic, relevant and innovative manner tailored to today\u2019s circumstances.<\/p>\n

3. The third worst is IGNORING THE FACT YOU NEED FUNDRAISING income now (assuming you do).<\/b><\/h3>\n

If you\u2019re staring at a deficit, it\u2019s your responsibility to ask for specific additional help to get you through this crisis.<\/b> While it\u2019s tempting to hunker down, focus on cutting expenses, and go into hibernation mode, you do need to consider how easy it will be to wake up again. Balancing your budget and staunching the bleeding for the short term may seem sensible. But, if you do this, what will you be waking to? Will your staff have scattered to the winds? Will your donors have moved elsewhere?<\/p>\n

What will happen to your mission, and those who rely on you \u2013 not just today, but for the long term \u2013 if you don\u2019t generate the income necessary to fulfill your promises?<\/b> Whatever your mission, if you don\u2019t want to let folks down you must focus on increasing revenues.<\/p>\n

Since many nonprofits can no longer count on earned income, contributed income will be your savior.<\/b> If<\/i>\u2026 you ask. When you don\u2019t ask, you don\u2019t get. And since other nonprofits are<\/i> asking, your constituents may switch their loyalties to those who gave them a \u2018feel good\u2019 pay-off<\/a><\/span> at a time they really needed one.<\/p>\n

Best Types of Crisis Communication Strategies<\/b><\/h2>\n

1. The best communication is easy to understand.\u00a0<\/b><\/h3>\n

Get to the point right away.<\/b> Don\u2019t make the reader scroll through three paragraphs of introductory text before they know why you\u2019re writing to them. This is a situation where facts matter. Maybe followed<\/i> by a brief, illustrative, compelling story. If you\u2019re used to leading with the story, in a crisis you probably want to lead with the realities of the situation you\u2019re facing.<\/p>\n

Try to resist editorial and opinion.<\/b> It may make you feel good, but the fact that you\u2019re worried or optimistic is not as meaningful to your constituents right now as the reason<\/i> you\u2019re writing to them.<\/p>\n

Begin with the SMIT<\/b> \u2013 \u2018single most important thing<\/a><\/span>\u2019). TIP:<\/b> Anytime you write an appeal letter, read through your top paragraphs. Keep reading until you get to the point. The real <\/i>point. Cross out the beginning paragraphs.<\/p>\n

2. The best communication is specific \u2013 both in terms of purpose and amount.\u00a0<\/b><\/h3>\n

Be transparent about why you need help right now, and how you\u2019ll use that help.<\/b> Make a clear case for support and\/or action<\/a><\/span>. This will seem timely and urgent; therefore, more compelling than \u201cIn these trying times, we need money now.\u201d Consider, instead, establishing some type of \u201cCoronavirus Response\/Resiliency Fund.\u201d<\/p>\n

3. The best communication is easy to respond to.\u00a0<\/b><\/h3>\n

Be guided by the mantra of \u2018user-friendly.\u2019<\/b> Some folks won\u2019t want to go to the mailbox now. Or they won\u2019t have stamps in their home. So if you\u2019re snail mailing appeals, include a URL they can use should they prefer to give online.<\/p>\n

Dedicated donation landing pages are important.<\/b> They reassure would-be donors to your emergency appeal that they\u2019ve landed in the right place. If you\u2019re emailing appeals, be sure the donate link doesn\u2019t send folks to a generic donation form with pre-crisis language. It will confuse them and stop many dead in their tracks.<\/p>\n

If staff make phone calls make sure they\u2019re set up to take credit card payments over the phone.<\/b> This ensures you get the gift right away, and relieves donors of the obligation to go online or dig out a checkbook.<\/p>\n

Closing Thoughts<\/b><\/h2>\n

You are a conduit for enabling people to act on their most cherished values.<\/b> As a philanthropy facilitator, your job is to offer people the opportunity to find joy, meaning, and purpose<\/a><\/span>.<\/p>\n

Now is your golden moment.<\/b> Donors are an integral part of your mission<\/a><\/span>; you serve them as much as they serve you. If you fall short right now, you\u2019ll short-change those who count on you to find fulfillment.<\/p>\n

Be transparent and authentic and reinvent your relevance.<\/b> Reshape your case for support<\/a><\/span> to incorporate today\u2019s challenges. Name the elephant in the room rather than sticking your head in the sand. Show your best, not worst, self. And invite your supporters to do the same.<\/p>\n

NOTE:<\/b> These crisis communication strategies are fundraising and marketing 101 basics. <\/b>They hold true in good times and bad. You cannot go wrong if you adhere to this advice.<\/p>\n