Crisis Communication Strategies Every Nonprofit & Business Should Have
July 2025 / Amanda Stonerock
Trust isn’t just built in calm—it’s tested in chaos.
In today’s fast-moving world, a single misstep can escalate quickly. Whether it’s a funding loss, a social media backlash, or internal issues that suddenly become very public—crisis is no longer a maybe. It's a when.
And yet, too many nonprofits and small businesses find themselves unprepared, unsure, and overwhelmed when things go wrong.
A crisis doesn’t have to destroy your work. But how you respond? That can make all the difference.
Here’s what every organization—big or small—should have in place before the next unexpected moment hits:
1. A Clear, Actionable Crisis Plan
A crisis communication plan isn’t a fancy document you pull out once a decade. It’s a living strategy that outlines how your organization will respond under pressure.
At minimum, it should include:
- Who is authorized to speak on behalf of the organization
- How you’ll gather accurate, timely information
- What internal communication looks like during a crisis
- Channels you'll use for external messaging (email, website, social, press, etc.)
- Pre-approved holding statements for common issues
- A timeline for when and how you’ll provide updates
Don't wait until you’re in the middle of it to figure this out. Preparation is protection.
2. Designated Spokespeople
In a crisis, everyone talking at once = chaos. Select one or two trained spokespeople who will represent your organization. These individuals should:
- Be clear on your values and mission
- Know how to deliver messaging with calm and confidence
- Be media-ready (or coached quickly if needed)
- Communicate internally and externally with consistency
Having the right voice at the forefront builds credibility and trust—even in the hardest moments.
3. Internal Communication First, Always
Before you go public, go internal.
Staff, volunteers, board members, and partners should never learn about a crisis through the grapevine or social media. Sharing the facts internally, clearly and promptly, builds trust and prevents confusion or rumor-spreading.
Transparency with your team = strength with your audience.
4. A Values-Based Messaging Framework
Not every crisis is black and white. But your response should be grounded in who you are as an organization.
When crafting messaging:
- Acknowledge the issue directly
- Take responsibility where needed
- Reaffirm your commitment to the work
- Show the steps you’re taking to make things right
Even when you don’t have all the answers, a calm, values-driven tone goes a long way.
5. Scenario Planning
You don’t need a plan for every single possible situation. But you do need to plan for the most likely and most damaging. For example:
- Data breaches or website hacks
- Staff or leadership misconduct
- A failed campaign or missed deliverables
- Public criticism of a partner or sponsor
- A program or location closure
- A viral comment or post (intentional or not)
When you’ve thought through your biggest risks, you’ll be ready to act—not react.
6. Post-Crisis Review
What went well? What could’ve gone better? What do you need to update?
Every crisis is also a chance to strengthen your future response. Debrief with your team and adjust your plan so you’re even more prepared next time.
A crisis doesn’t mean failure. It means it’s time to lead.
Organizations that communicate clearly, act with integrity, and stay aligned with their mission during hard moments are the ones that build lasting trust and real impact.
So the question isn’t if you need a crisis communication strategy.
It’s: Do you have one ready before you need it?