Since his inauguration on Jan. 20, President Trump has issued several executive orders that are making waves throughout the nonprofit community. While the full impact of these EOs is uncertain, we suggest nonprofit leaders and boards of directors consider how your organization may benefit from a messaging pivot.
Here are five ways to help reassure those you care about most and demonstrate stability in times of transition and uncertainty:
- Emphasize your commitment to your mission and values and explain why they remain relevant today.
- Example: “Our values remind us how to show up strong, with purpose, each and every day.”
- Focus on what you know today and what you don’t.
- Be specific, and don’t speculate.
- Example: “Today, we discovered the payment portal tied to our XYZ grant is no longer accessible to us. This morning, I informed the board that we are working on a plan to bridge funding for the program. We do not know how long this funding will be disrupted. We are sharing this with staff because it is important to be transparent as we learn how these Executive Orders will impact us.”
- Center staff and program participant safety in your messaging.
- Example: “Based on our risk assessment, we are prepared for an increase in messages and threats from those who do not agree with our choice to continue DEI programs. By removing staff contact information from our website, we are able to prioritize their safety and mental health.”
- Remind your audiences that your programs are based on best practices and/or research.
- Example: “Our program is based on a 60-year-old national model that remains relevant for today’s workforce.”
- Lean into the trust you have built with your supporters.
- Talk to them about your work and mission rather than trying to educate them on the issues facing the entire sector.
- Example: “As a long-time donor, you have trusted us to invest your donations in our programs. We will continue to report back on the impact we make together and will remain transparent about how we invest your donations.”
If we can offer any reassurance, it’s that we’ve all been through chaotic times before and have weathered the storm. Still need some extra support? Check out the Barefoot PR Communications Risk Assessment Matrix to help you decide how, when and where to communicate during uncertainty, ensuring mission-aligned and risk-aware messaging.
Written by Laura Schwinkendorf, Director of Strategy at Barefoot PR (with all of the tips, tools and examples sourced from our brilliant team of Barefooters)