Why Your Nonprofit Needs a Crisis Communication Plan

The difference between a scandal and a well-handled incident is having a crisis communication plan. Because when a crisis hits, you don't have time to figure out who says what to whom.  

A crisis communication plan is your guide for protecting your organization's reputation and responding quickly when things go wrong. Without one, you risk losing your organization’s credibility during your most vulnerable moments.   

Many nonprofit leaders think, “We'll handle that in the moment, if it ever happens.” But in the middle of a crisis, clear thinking disappears. Panic sets in. Messages get muddled. And by the time you figure out how to respond, the narrative has already been written.  

What Actually Counts as a Crisis?  

A crisis is any situation that threatens your organization's reputation, operations, or ability to serve your mission. This includes incidents such as a data breach, allegations of misconduct, a major program failure, or a safety incident.  

A helpful way to determine potential crises is to look at something that made headlines when it happened to another organization. These are examples of how problems can turn into crises and what can happen once they do.  

What Goes Into Your Plan?  

Your crisis communication plan needs five essential components.   

• Identify your crisis team — who makes decisions, who speaks publicly, and who manages internal communications?  

• Create response templates for different crisis scenarios so you're not starting from scratch.   

• Establish clear protocols for when and how to communicate with your board, staff, donors, and the public.   

• Designate official spokespeople and train them before a crisis happens.   

• Maintain an emergency contact directory with up-to-date information for all key stakeholders, media contacts, and crisis team members.  

The plan should also include procedures for monitoring social media and news coverage, and guidelines for when to involve legal counsel or PR professionals.  

Don't Wait Until You Need It  

The best time to create your crisis communication plan is right now, when you can think clearly and build consensus. Your organization's reputation is too valuable to protect with improvisation.  

Want more strategies to strengthen your nonprofit's foundation? Subscribe to my newsletter for practical advice.