If there’s one thing I’ve learned in my years of nonprofit leadership, it’s this: no organization is immune to crisis. Whether it’s a funding shortfall, leadership transition, public backlash, or even an external event that impacts your community—you will face challenges. And when that moment comes, how you communicate can make or break your organization’s future.

I’ve been there. I’ve sat across from team members, board members, and donors in moments when tough news had to be delivered. It’s never easy, but it’s always necessary. Over time, I’ve come to believe that how we communicate during a crisis is a direct reflection of who we are as a mission-driven organization.

Let me share what I’ve learned about leading with transparency, grace, and strength during difficult times.

Crisis Doesn’t Define You—Your Response Does

In the nonprofit world, we often operate close to the margins. We rely on donor trust, community goodwill, and shared values to sustain our work. So when something goes wrong, the instinct is often to minimize it, delay the conversation, or “spin” the story.

But the truth is: people don’t expect perfection. They expect honesty.

The moment you begin to view a crisis as an opportunity to reinforce your values—rather than protect your image—is the moment your communication shifts from fear-based to trust-building.

When our organization faced a major funding gap a few years ago, we didn’t hide it. We told our supporters exactly what had happened, what we were doing about it, and what we needed from them. And what did they do? They stepped up. Because they knew we were being real with them.

Lead With Transparency

Transparency doesn’t mean you have to have all the answers. It means being open about what you do know and committing to regular updates as the situation evolves.

In a crisis, silence is rarely neutral—it’s usually interpreted as evasiveness or dysfunction. So even if your message is simply, “We’re working through this and here’s what we know so far,” that’s better than saying nothing.

Keep communication channels open and consistent. This might mean a weekly email update, a live town hall with your community, or even just a phone call to your top donors or stakeholders. People want to hear from you—not just a statement prepared by your PR team.

Be Human First, Strategic Second

In moments of crisis, it’s tempting to switch into damage-control mode. But I’ve learned that showing vulnerability, compassion, and empathy often does more good than a tightly scripted response.

Your donors, team, and board are people. They’re going to respond to your humanity more than your policy language. So speak from the heart.

If you’ve made a mistake—own it. If the crisis has affected people emotionally, acknowledge that. And if your team is under stress, let your supporters know how they can help.

In one situation, we had to furlough part of our staff due to external funding changes. We didn’t sugarcoat it. We shared the pain, celebrated the impacted team members, and gave our supporters ways to offer encouragement. The outpouring of support was overwhelming—and it made our team feel seen and respected.

Empower Your Team as Communicators

During a crisis, your staff is often on the front lines—answering emails, fielding questions, and calming concerned partners. Equip them.

Hold a briefing. Provide talking points, yes—but also give them the freedom to speak honestly and empathetically. Remind them of the values that guide your organization, and trust them to communicate with integrity.

And don’t forget to keep them in the loop. Nothing damages internal morale like learning about an organizational issue through a social media post. Your team deserves to hear directly from leadership first—and often.

Stay Anchored in Your Mission

The most effective crisis communication always circles back to purpose.

Why do you exist? Who are you serving? How is your mission continuing—even in the midst of difficulty?

In every message, every update, every interview, remind people why your work matters. People want to rally around something meaningful. Crisis communication isn’t just about explaining what went wrong—it’s about re-anchoring your organization in its deeper “why.”

During COVID-19, our messaging wasn’t just about operational changes. It was about how we were still standing by families in need, still finding ways to serve, still believing in a brighter future. That gave our supporters something to hold onto—and it gave us strength to keep going.

Reflect and Rebuild

After the dust settles, take time to reflect—publicly.

What did you learn? What are you changing moving forward? How did your community step up? What are you grateful for?

This reflection phase is a powerful opportunity to close the loop and rebuild trust. It shows that your organization not only survived the storm but grew stronger because of it.

One of the most meaningful messages we ever sent came weeks after a particularly challenging season. It was a simple thank-you note, signed by the whole team, sharing what we had learned and how we were moving forward. It wasn’t flashy. But it was sincere—and that sincerity resonated deeply.

Conclusion: Grace in the Hard Moments

Crises are inevitable. But panic, spin, and silence don’t have to be.

As nonprofit leaders, we’re called to lead with heart. That includes how we communicate when things go wrong. When we show up with transparency, empathy, and clarity, we don’t just weather the crisis—we deepen the trust and connection that will carry our work forward.

To all my fellow nonprofit leaders: the next time the storm comes, take a deep breath. Stay rooted in your mission. Speak with honesty. And lead with grace.

You’ve got this—and your community is counting on you.