How Organizations Prioritize Communications & Stewardship Efforts in Uncertain Times

*In Lieu of funny gifs throughout, I figured there was just one needed to explain.

...Again

By Kerri M. Stancil

Published, Monday, February 3, 2025

After a brief pause in content creation and blogging – life, am I right? – I am back delivering insights into mission-based communication strategies here at Luminary Point Creative.

With the changes in U.S. administration and jaw dropping policy initiatives recently enacted, I was reminded of the importance of organizational messaging and how times of broader unrest can serve to strengthen the donor relationship and help with impact delivery. When the world becomes a bit more uncertain, donors look to provide support to organizations and causes they already support and tend to look for new organizations to invest in that uplift the underserved communities most impacted in their influence landscape. So, how do you go about strategizing in these times of need? How do we address the many varying pitfalls that lie ahead? Let’s run down a few of the top concepts that lead the day whenever you or your organization communicates with its constituents on tough topics.

Planning Cohesive Messaging

Many times (unless you work in a direct response org – addressing natural disasters) organizational leadership should track and forecast large shifts in our socio-political sphere that will impact the causes and funding supporting the orgs work. This is the time to align messaging both internally with team leaders and board members, and public facing communications efforts. Having leadership with their finger on the pulse of issue areas that are relevant to mission critical work is key to preparedness in messaging. At the same time, look to bolster evergreen content and messaging that works as the backbone of your communications strategies, so when something does occur that needs a response, it is easier to pivot on the communications collateral you DO have. Additionally, in times of calm and steady funding work, one strategy to think about is choosing key themes the organization aligns with that can be used in times of crisis or unrest. This messaging should highlight core values that share a common thread of transparency, honesty, and measured leadership in times of uncertainty. When it comes to public facing communications, if you have addressed even some of these items prior to a public disruption, you will be better prepared to issue statements and press releases in a cohesive and well thought out manner for your constituents and most valued followers.

Branding & Storytelling

Another common practice that is worth working into your communications repertoire is the importance of storytelling within your branded collateral, and what that looks like in a shifting landscape. Become well versed in the stance your organization takes in different scenarios, and what story is most important to tell at specific times. Ask yourself, is this a re-envisioning of previously shared content, or has the current upheaval of the day started a new plot point in your organizational narrative? Either way, this is a great way to prepare for these moments. Also, be sure to run down all potential pitfalls and adverse responses to a stance the org is taking in your communications. Be sure to craft continency talking points for leadership to draw from to anticipate this discourse on public platforms.

Use Your Organizational Mission to Instill Hope & Confidence

Always trust the mission of the organization and the work you are doing to remain a trusted messenger for your most important programs and constituents. If the large-scale societal changes that are happening (like an administration change) create unfavorable conditions for your org, acknowledge that, and share key points in the next 6-12 months of activities that will take place to mitigate the fallout. Though avoidance might seem easier, the best first step is honesty in messaging, and leading the charge on the work ahead, identifying ways funders, community partners, and org leadership can take a role in their respective areas of expertise to consistently represent their public partnership, making their investments an integral part of the way forward.

It is inevitable that all organizations will face adversity in funding and support at some time in the life of their work; by following all or even some of these strategies in communications and donor relations, your team and organization will have a better chance of weathering the storm as leaders in their field. For these and more ideas for effective donor relations strategies click the button below to meet with Luminary Point Creative today.

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More Resources:

• Stanford Social Innovation Review article Nonprofit Communications and the Public Statement Conundrum

• From Forbes Overcoming Challenges In Nonprofit Marketing: Strategies For Success

• Board Source blog For Nonprofits, Uncertainty Equals Opportunity