Last week’s announcement by President Trump regarding proposed funding cuts to nonprofits has sent shockwaves through the sector, leaving many organizations scrambling to figure out their next steps. As nonprofit leaders, we must rise above the panic and take strategic action. In this post, I’m sharing key communication strategies and fundraising tips for navigating these uncertain times, ensuring our missions stay strong and our organizations are prepared for what lies ahead.

Golden Rules for Communication in a Crisis

In times of crisis, maintaining calm and clear communication is essential. Here are some principles to guide us:

  1. Tell the Story: Clearly explain how the crisis impacts your beneficiaries. Sharing personal stories helps stakeholders connect with the mission on a deeper level.
  2. Take the High Road: Avoid engaging in unnecessary conflicts. Focus on what you can control and communicate that effectively.
  3. Be Proactive: Don’t wait for the crisis to escalate. Share updates and plans with your community to keep them informed and engaged.
  4. Be a Steady Leader: In uncertain times, your calm demeanor can provide reassurance to your team and supporters.
  5. Honesty and Transparency: It’s okay to admit when you don’t have all the answers. Transparency builds trust and shows your commitment to the mission.
  6. Solicit Support: People come together during times of crisis. Support could look like funding, or many other things like: introductions to other passionate supporters, lending business services, offering strategic insights, volunteering for the program, etc. 

Increasing Private Funding: Diversification is Key

As public funding becomes less predictable, diversifying revenue streams is crucial. According to the latest Giving USA report, individual giving remains the largest source of charitable donations, totaling an estimated $374.40 billion in 2023.

To strengthen individual giving:

  • Personalize the Donor Experience: Use your donor management system to tailor communications, showing donors their impact.
  • Provide Multiple Giving Options: Offer various ways to contribute, such as in-kind gifts, stock donations, or digital wallets.
  • Promote Donor-Advised Funds (DAFs): Highlight the benefits of DAFs to encourage larger contributions.

Preparation is Key: Have a Strategy in Place for FAQs and Difficult Conversations

Having prepared responses for common questions and challenging conversations ensures consistency and accuracy. Seek feedback on your messaging to ensure it resonates with a broader audience. Below are some sample talking points and holding statements to help engage donors and manage unexpected questions:

Sample Messaging:

Holding Statements:

  • “We are actively exploring solutions, but can’t talk about it publicly at the moment.”
  • “We don’t know exactly what’s happening, but we are preparing for all scenarios.”
  • “We’re unclear how this will play out, but we are staying focused on our mission and preparing for what comes next.”

Securing Funding:

  • “We are committed to keeping our services open and continuing to support our beneficiaries. The future of our [program name] is uncertain, but we want to ensure it’s funded for at least the next six months as we assess the situation. Would you be willing to donate now to help us weather this storm?”
  • “Our core mission is still going strong. We are adjusting our strategy to make sure that we’re here for the long term. Every donation helps us prepare for the future and keep our programs running. Please consider making a contribution and sharing our work with your peers.”
  • “Funding is critical, and so is network expansion. Who in your sphere of influence would be inspired to support our work? Of course, we are always seeking volunteers for [XYZ], gifts in kind, and corporate sponsorships. Every connection can help us expand our impact.”

These types of statements help create transparency, give clarity, and demonstrate the organization’s proactive approach. Keeping donors and stakeholders in the loop helps build confidence during uncertain times.

How You Can Help Nonprofits During Times of Crisis

Support can come in many forms:

  • Join Strategic Dialogues: Engage in discussions about the organization’s future with leadership and boards.
  • Increase Funding: If possible, contribute financially or introduce the organization to potential donors.
  • Volunteer Your Time and Expertise: Participate in committees or help brainstorm new strategies.

Returning to the core mission and aligning around it, rather than external factors, strengthens the organization during challenging times.

Action Items for Nonprofit Leaders

As leaders, it’s important to act boldly and without fear. Stay connected to your mission, engage your community, and lead with confidence.

I want to thank Joanna, Jackson, Bill, Amy, and Andrea for their invaluable insights. Their leadership and commitment to inclusive, thoughtful approaches inspire me, and I look forward to collaborating with such incredible leaders in this field.

Together, we can turn these challenging times into opportunities for growth and resilience.

Credit:
Joanna Brody – Brody Public Relations
Jackson Fonder – CEO, UMOM New Day Center
Bill Tortorici, Vice President of Development – Dental Lifeline Network
Amy Eisenstein and Andrea Kohlstedt – Capital Campaign Pro

This post was created with the assistance of AI tools to support the drafting and refinement of ideas.

 

Schedule a time to discuss how we can support your organization’s fundraising goals. Let’s collaborate to make your campaign a resounding success!

Reference our High Value Questions blog here.