Special Edition: The financial crisis and your organization’s communications
October 2008
Whether it’s officially called a recession or not, the current crisis is starting to impact many nonprofits, and others are bracing for what may come.
If your organization’s income is derived largely from government or corporate budgets, you’re likely to feel negative impact soonest. “Nonprofits are reaching out to us for help as if we’re the emergency room,” says Miguel Bonilla, director of United Way of New York City’s Strengthening New York City’s Nonprofits Program. “Those organizations who are largely funded by city and state dollars are already hurting badly as a result of budget cuts. Add to that, Wall Street corporations reducing their support, and many organizations, particularly those who work in human services, are really in crisis here in New York.”
On the other hand, organizations with strong support from stable foundations and individuals may feel it later—or not at all.
The Chronicle of Philanthropy recently published an article painting a more optimistic picture of individual philanthropy during times of economic crisis. The article covers the work of wealth researcher John J. Havens, whose studies of past recessions reveal that individual giving may not be impacted directly by changes in individual net worth—it’s a stable salary that is most likely to determine if and how much a donor gives.
Should you change the way your nonprofit communicates? (Seven suggestions)
Here are seven tips to help you communicate more effectively as you navigate through these tougher times:
- Communicate your unique positioning consistently at all points of contact. Expressing why your organization is unlike any other—and worthy of an investment—will help set you apart from your peers and competitors. Earlier this month, we facilitated a panel for The Support Center’s “Meet the Grantmakers” event. Throughout the day, foundation panelists said they look for organizations that communicate clearly and distinctively when making decisions on whom to support.
- Use language and visuals that express your personality consistently. Individual donors want to feel they have a relationship with an organization. Expressing your personality will help them relate and connect on a more emotional level. We discussed organizational personality in our last Duck Pond—access it here if you missed it and would like more information on this topic.
- Show your ‘warm fuzzy’ side. Telling stories about how you’ve impacted lives, particularly stories that feature individuals, works better than other types of ‘asks.’ Here’s more on that topic.
- Be clear about your messages first. Before you write that grant, meet with that donor, or rewrite your website copy, be clear about what your organization’s key messages are first. Weaving the key ideas that are central to your work throughout all points of contact will reinforce the messages you want to get across.
- Remember to speak in their language—not yours. Re-read your website, brochure, and other copy to see how often you use the word ‘we’ or place the focus on what your organization does, rather than what the reader stands to gain from supporting or engaging with you. Shifting your language to be more ‘audience-centric’ will create a more meaningful connection, faster.
After the most recent presidential debate, MSNBC’s First Read blog noted, “Obama has gotten much better about referring to voters more than himself while McCain refers to himself more than the voters. Check out the closing statements. Here’s McCain’s: ‘I have a record of reform, and taking on my party, the other party, the special interests…’ And Obama’s: ‘You know, over the last 20 months, you’ve invited me into your homes. You’ve shared your stories with me. And you’ve confirmed once again the fundamental decency and generosity of the American people. And that’s why I’m sure that our brighter days are still ahead.’
We’ll know in just a couple of weeks whether that language wins Obama the White House, but almost every poll had Obama winning the debates, and he was using audience-centric language. - Invest only in communications with long-term impact and shelf life. Now is probably not the time to produce a fancy annual report you can only use for a few months or over-the-top invitations for your gala. Instead, consider multi-year reports, web-based communications, and low-cost printed items. It may be a better time to refine your messaging or visual identity platform, rebuild your website to be more engaging for audiences and easier for staff to update, or transition to online campaigns.
- Don’t stop.Although it’s hard to spend money on communications when programs are struggling, effective outreach and fundraising must continue if you’re going to survive in the long run. Keeping your supporters up to date on your activities and how you’re faring may me more crucial than ever, so they continue to feel connected and remember the value of their investment in your work.
If you’re looking for additional resources to improve your communications, check out our free communications needs assessment tool here. Having several people on your team take the assessment and comparing the results can help identify areas of strength or opportunity in your communications. It may also jumpstart a useful conversation.
So during this time of financial uncertainty, go back to the basics. An assessment of — and investment in — your core communications tools (visual identity and key messages) might help you weather the current storm. If you can stand out and speak to (and for) your audience with confidence and clarity, your funding sources will notice. And the resources will come, even during hard times.