Nonprofits are living in an environment of uncertainty and potential disruption in critical funding resources. Policy changes, economic fluctuations, natural disasters, and public health crises can all create unpredictable challenges. While these situations may be beyond your control, your community will look to you for reassurance, consistency, and a solution-oriented message that shows them how they can help and make a positive impact. Having a structured engagement plan for supporters, donors, and partners can help your nonprofit navigate these challenging times effectively.
Bonterra is your essential partner in this time of uncertainty. We can help you integrate donor engagement with actionable data and insight, giving you the tools you need to create a stronger, more sustainable financial model that isn’t solely reliant on federal funding. With our support, your nonprofit can build resilience by diversifying revenue streams and fostering deeper connections with donors, volunteers, and supporters.
Communicating effectively during sensitive times
Challenging moments and uncertainty can strike at any time:
- Natural disasters
- Public health crisis
- Civil unrest Unpredictable market changes
- Bad PR that affects your operations and/or organization’s reputation
When this happens, your community will look to you to provide reassurance and a consistent message. You’ll want that message to show the possibility of a positive impact and how the community can lend a hand. For those wanting to help, this could be something as simple as showing their support in solidarity (i.e. a social media post), making a donation, or setting up a peer-to-peer campaign to gain additional support from their own network.
While it is difficult to predict the nature of every challenging event, this engagement plan template is meant to offer guidelines and a framework for fundraising during a challenging moment for your community.
If the current situation is outside of your control but it will impact your ability to fulfill your mission:
- Ask for support quickly and with urgency
- Be solution-oriented
- Ask for amplification across their networks
- Show a hopeful, positive outcome
By asking for support that will benefit the community (through your organization), you are providing your donors with an opportunity to make an immediate, impactful, positive difference. Reference these and the tips below if you need help getting started with your communication(s).
In times of uncertainty, it’s important to ensure your messaging is personal, sensitive, and appropriate. Here are key guidelines to follow:
- Acknowledge the situation: Recognize that some donors may be personally affected.
- Be honest and authentic: Share your emotions and be transparent about the challenges your organization is facing.
- Use a conversational tone: It’s okay to use contractions, incomplete sentences, and repetition to convey sincerity.
- Tap into the prevalent emotions: Align your messaging with the emotions surrounding the issue while remaining respectful.
- Use inclusive language: When saying “we,” ensure it reflects both your organization and your supporters.
- Admit uncertainty when necessary: Use phrases like “as the situation unfolds, we will monitor” or “we are still learning” to show awareness and adaptability.
- Always offer hope and solutions: Even in difficult circumstances, provide a vision for how donors can help make a positive impact.
It’s important for you to communicate with your community during uncertain and challenging moments. Depending on how the situation affects your organization, tailor the messaging accordingly.
- If your nonprofit is directly impacted, don’t hesitate to ask for donations. Be clear, be urgent, and explain why support is needed immediately.
- If your nonprofit is preparing for changes, share the steps you’re taking to continue fulfilling your mission. Educate, inform, and reassure your audience.
- If your nonprofit is not directly impacted but wants to address the situation, reiterate your values and mission and reinforce your mission.
Offer reassurance to your community and provide relevant resources. Show support through solidarity, such as social media posts, donations, or peer-to-peer campaigns that encourage community members to rally their own networks.
General messaging framework
Clear and compassionate communication is key to maintaining trust and engagement with your supporters. This framework provides guidance on structuring your messaging to reinforce your mission, invite support in a thoughtful way, and maintain strong relationships with your community.
By being transparent about your organization’s response, financial needs, and opportunities for involvement, you can inspire confidence and encourage meaningful action while expressing gratitude for continued support.
Opening: Acknowledge the moment
Begin with a brief, empathetic acknowledgment of the current situation. Keep it broad, neutral, and reflective of shared concerns without assuming how individual donors feel.
Middle: Reinforce the organization’s mission and response
Reaffirm your organization’s core values, commitment, and ongoing work in light of the situation. If adjustments have been made to programs or priorities, clearly explain them. Be honest about your financial reality if the loss of funds is directly connected to the crisis.
Call to action: Invite support without pressure
Provide a clear and meaningful way for donors to stay engaged. Some may be struggling, while others may be looking for ways to help.
Closing: Express gratitude and reassurance
End with a hopeful, forward-looking message that reassures donors of the organization’s long-term commitment and appreciation for their support.
Follow-Up: Plan for continued engagement beyond a single message to maintain connection and transparency.
Sample messaging on federal funding for nonprofits
To help your nonprofit communicate effectively during uncertain times, linked below we’ve provided sample messaging for writing communications during unpredictable funding situations. These samples include direct mail or email, social media, and video scripts. They’re designed to provide you with a starting point — please choose the style, sentences, and/or phrases that work for your nonprofit’s circumstance.
Your trusted partner
We’re in this together. Explore our library of resources designed to help your nonprofit navigate uncertainty with confidence. From ready-to-use donor communication templates to strategic fundraising guidance, and tips to help you build comprehensive impact reports, Bonterra equips you with the tools you need to sustain and grow your mission.
If you’re not a Bonterra customer yet, connect with our team today to learn how we can help you build a more sustainable future and strengthen your organization for the road ahead.
