What Will You Say When Everything Changes Overnight?

The funding evaporates. The power goes out. The news cycle turns against you. In one moment, your nonprofit goes from steady ground to survival mode. What you say and how quickly you say it can either build trust or break it. And yet, too many mission-driven organizations are unprepared to speak when it matters most.

A Crisis Communication Plan isn’t optional anymore. It’s mission-critical.

Watching the news, we all see how quickly a crisis can unfold overnight. It's clearer to see how silence, confusion, or a poorly timed message can undo years of progress. Our work building campaigns for social impact organizations has taught us this: preparation isn’t just protection. It’s power.

Why It Matters Now

In today’s climate, instability is the norm. In 2023 alone, 59% of nonprofits reported experiencing a major disruption, from funding cuts to community backlash to digital threats (Independent Sector). Many didn’t have a communication plan in place. The result? Delayed responses, fractured stakeholder trust, and long-term reputational harm.

But when organizations prepare, they can lead through chaos with clarity and conviction.

What Every Crisis Plan Needs

This isn’t about corporate spin. It’s about safeguarding your mission and community. Here's what your plan should include:

1. A Core Message That Doesn’t Shake

Crisis or not, your values stay the same. Develop a set of core messages that reiterate your mission, your commitment to equity, and your long-term goals. These should be short, human, and repeatable. Your audience should feel seen, not sold to.

2. Stakeholder-Specific Talking Points

You can’t speak to funders the same way you speak to the press or your program participants. Develop tailored messaging for each group. Don’t make them guess where you stand. Show them.

3. A Named Spokesperson (or Two)

Designate who speaks, and who doesn’t. This reduces misinformation and shows confidence. Train them. Roleplay difficult questions. Make sure they speak with both data and heart.

4. Ready-to-Go Communications Channels

Your Instagram page isn’t enough. Identify every channel—email, website banners, recorded phone messages, community meetings and have a clear plan for using them. When seconds matter, so does access.

5. Clear Actions People Can Take

Give your community something to do. Donate, share, show up. The worst feeling in a crisis is helplessness. Let them be part of the solution.

From Panic to Purpose: A Real-World Example

In 2020, countless grassroots organizations faced sudden financial upheaval. Many lost significant funding—some up to 40%—as government resources were redirected and large donors tightened budgets. But those with a crisis communication plan didn’t spiral. They activated.

We saw real examples across the nonprofit sector of leaders immediately communicating with supporters, scheduling community listening sessions, and launching micro-donor campaigns via social media. According to BetterNow, peer-to-peer fundraising through social media surged during the pandemic, driven by emotional storytelling and community urgency. Organizations that stayed transparent and aligned with their values saw powerful results—not only in restored funding but in increased engagement and trust.

The takeaway? A strong plan doesn’t just help you survive the crisis. It helps you grow through it.

Our Belief

We don’t build brands just to look good. We build them to stand strong both in celebration, and in crisis. Whether you’re a hearth nonprofit improving lives or a community organization building safe spaces, your story matters even more when things get hard.

Don’t wait to find your voice in the middle of the fire. Prepare now. A good crisis plan won’t just help you survive. It will help you lead with purpose, clarity, and heart.

Need support developing your crisis communications strategy?
Buoyant helps nonprofits build data-driven messaging plans rooted in authenticity and action. Let’s get you ready before the headlines hit.