Why Your Nonprofit Needs a Crisis Communications Plan

Lisa Hirst Carnes | October 2023

Illustration of people planning communications.

“When written in Chinese, the word ‚Äòcrisis‚Äô is composed of two characters. One represents danger and the other represents opportunity.‚Äù

– John F. Kennedy, 35th U.S. president.

Isn’t that the truth?

In today’s connected world, information travels at the speed of light. A tiny spark can ignite a wildfire, damaging an organization’s reputation within hours.

Unfortunately, even the most trusted nonprofit organizations can have a communication crisis. So, crisis management is crucial for nonprofits that rely on trust and goodwill. Enter the Crisis Communications Plan.

What is a Crisis Communications Plan?

A crisis communications plan is an organized approach to an organization’s crisis response. It’s a blueprint for communicating with stakeholders, staff, volunteers, media, and the public. Its primary goal is to ensure consistent messaging and protect the organization’s reputation.

Last February, we saw a crisis plan in action when the Red Cross tweeted that they were “#gettingslizzerd.” This happened when a team member thought they were on their personal Twitter account. Mistakes happen.

Instead of denying what happened or firing the employee, the Red Cross responded that they were taking the “keys‚Äù from the tweeter. This direct and honest response paid off for The Red Cross because the public thought it was funny. The ordeal ended up bringing in free PR for the Red Cross.

Takeaway

Everyone makes mistakes. If/when a misstep happens, don’t try to cover it up. Be direct and handle a crisis head-on. In this case, The Red Cross used humor to lighten things up. In this case, it worked! But we urge you to use caution with humor. It may make things worse.

Why Your Nonprofit Needs a Crisis Communication Plan

Preserve Trust and Reputation

Nonprofits rely on their reputation. A well-handled crisis can enhance public trust, whereas a mismanaged problem erodes trust.

Swift and Effective Response

With a plan, your nonprofit can respond quickly and effectively, minimizing the damage.

Consistent Messaging

A plan ensures that the organization delivers a consistent message to the public.

Minimize Financial Impact

Donors are more likely to pull their support if an organization mishandles a crisis. A good communications plan can mitigate this risk.

Organizational Morale

Crises can be demoralizing for staff and volunteers. Clear communication can keep them informed and engaged, helping to maintain morale.

Legal Protection

Proper communication can lessen legal risks by ensuring accurate information dissemination and speculation.

Critical Elements of a Crisis Communications Plan

Crisis Definition

Identify what makes up a crisis for your nonprofit. Not every negative comment on social media is a crisis, but a financial scandal is. Your definition will determine the response.

Crisis Team

Designate a team responsible for managing issues. Since timing is critical, identify your team before a situation happens. That way, you can be proactive when something comes up. Besides PR firms, a crisis team includes leaders, communications professionals, and department heads.

Spokesperson

Appoint a person(s) authorized to speak on behalf of the organization during a crisis. Ideally, your spokesperson has credibility, cultural sensitivity, emotional intelligence, and media experience.

Communication Channels

Determine which platforms to communicate your response. Depending on your audience, include social media, email, press releases, or a web page.

Stakeholder List

Identify the people you must communicate with during a crisis. This list includes employees, donors, community members, the media, and the public. Focus on this list based on the nature of the situation.

Prepared Statements

Draft template statements for various scenarios. Templates will ensure that you don’t miss anything vital.

Monitoring Systems

Set up mechanisms to watch what’s said about your organization online and in the media. We recommend social listening tools from HootSuite, Social Sprout, and SEMRush.

Regularly Review and Update

Update your crisis communication plan regularly.

A crisis communications plan isn’t a luxury‚Äîit’s a necessity. In an era where trust is fleeting, preparation can be the difference between weathering the storm and falling victim to it. If your nonprofit doesn’t have a crisis communication plan, now’s the time to put one together. The reputation you save could be your own.