In a world where change is constant and unpredictability is the new normal, effective communication has emerged as perhaps the most critical skill for nonprofit leaders. As we continue our “Building an Unshakeable Nonprofit” series, we turn our attention to how nonprofit leaders can communicate effectively during times of uncertainty—whether that uncertainty stems from funding changes, political shifts, or broader economic challenges.
In our previous post on diversifying revenue streams, we explored how nonprofits can reduce dependency on federal funding. In our second article on crisis-proofing operations, we discussed creating effective contingency plans. Today, we focus on what might be the most important aspect of navigating uncertainty: communication strategies that build trust, maintain morale, and strengthen stakeholder relationships during turbulent times.
The Current Communication Crisis in Nonprofits
The nonprofit sector is facing unprecedented workforce challenges that make effective communication even more crucial. According to the Johnson Center for Philanthropy’s 2025 trends report, nearly 75% of nonprofits report persistent job vacancies, particularly in program and service delivery roles, severely impacting the sector’s ability to serve communities (Johnson Center for Philanthropy, 2025). Half of nonprofit survey respondents indicated vacancies were more prevalent compared to pre-pandemic levels.
These workforce issues compound the communication challenges nonprofit leaders face. With a recent study from the Center for Effective Philanthropy finding that 95% of nonprofit leaders are concerned about staff burnout (Johnson Center for Philanthropy, 2025), the need for thoughtful, strategic communication that builds psychological safety has never been more important.
Building Psychological Safety Through Communication
Psychological safety—the belief that one won’t be punished or humiliated for speaking up with ideas, questions, concerns, or mistakes—is essential during uncertain times. Research published in the International Journal of Information Management demonstrates that creating conditions of “no fear” for team members is critical for building resilience during crises (Graen et al., 2019).
Here are key strategies to build psychological safety through your communication approach:
1. Embrace Transparency While Maintaining Hope
Honest communication about the challenges your organization faces is crucial, but this transparency must be balanced with realistic hope. Team members need to:
- Understand the gravity of the situation
- Know that leadership has a plan
- Feel confident that their role matters in the path forward
Implementation tip: Schedule regular “state of the organization” updates where you share both challenges and positive developments with equal attention to both.
2. Create Multi-Directional Communication Channels
During uncertain times, communication should flow in multiple directions:
- Top-down: Leadership sharing vision and key decisions
- Bottom-up: Frontline staff providing essential feedback on what’s working and what’s not
- Peer-to-peer: Team members supporting each other through collaborative problem-solving
Implementation tip: Implement a simple feedback mechanism that allows anonymous input from all levels of your organization—whether through digital surveys or physical suggestion boxes.
3. Actively Listen and Acknowledge Concerns
When team members express concerns, resist the impulse to immediately offer solutions or dismissals. Instead:
- Validate their feelings
- Demonstrate that you’re truly listening
- Follow up on concerns that have been raised
Implementation tip: Adopt the “LARA” method: Listen, Acknowledge, Respond, and Add information. This structured approach ensures you’re not just waiting for your turn to speak but truly engaging with concerns.
Board Communication During Crisis
Board engagement becomes especially critical during uncertainty. According to The Chronicle of Philanthropy, “If you don’t have a board that’s there as your partner in a really positive way, you’re going to be at a real disadvantage,” especially in 2025’s challenging climate (The Chronicle of Philanthropy, 2025).
Here are strategies for effectively communicating with your board during uncertainty:
1. Provide Clear, Concise Situation Reports
Board members need accurate information without information overload. Create board communications that:
- Highlight key metrics and trend lines
- Provide context for the numbers
- Outline specific ways the board can help
Implementation tip: Develop a one-page dashboard for board communications that visually represents your organization’s current status, challenges, and opportunities.
2. Define Decision-Making Boundaries
The line between board governance and staff management can blur during crises. Proactively define:
- Which decisions require board approval
- Which are purely operational and rest with staff
- Where board input (but not necessarily approval) would be valuable
Implementation tip: Create a crisis decision matrix that clearly outlines the roles of the ED/CEO, the board chair, and the full board for different categories of decisions.
3. Engage the Board’s Networks
Your board members likely have valuable connections that could help during uncertain times. Communicate how they can leverage their networks by:
- Creating talking points board members can use with their connections
- Identifying specific resources or introductions needed
- Tracking and celebrating network-based wins
Implementation tip: Develop a “Board Ambassador Kit” with key messages, organizational accomplishments, and specific asks that board members can share with their networks.
Stakeholder Communication Strategies
Effective external communication during uncertainty requires a targeted approach for different stakeholder groups. Research indicates that transparent communications with multiple stakeholders yield greater resilience and better outcomes during crises (Haupt & Azevedo, 2021).
1. Donor Communications
For those supporting your organization financially:
- Focus on impact and resilience, not just challenges
- Clearly communicate how their support makes a difference during difficult times
- Provide regular updates on how their funds are being used
Implementation tip: Create a crisis-specific impact report that shows donors exactly how their support is helping maintain critical services during challenging times.
2. Client/Constituent Communications
For those you serve:
- Be transparent about any service changes
- Provide alternative resources when your organization cannot meet needs
- Create multiple channels for feedback about changing needs
Implementation tip: Develop a service continuity plan that outlines what services will be maintained even during the most challenging scenarios, and communicate this clearly to clients.
3. Community Partner Communications
For those you collaborate with:
- Look for opportunities to share resources and reduce duplication
- Coordinate messaging to avoid confusion in your community
- Consider joint initiatives to address community needs more efficiently
Implementation tip: Create a community response coordination team with key partners to ensure aligned messaging and complementary services.
Digital Communication Tools for Crisis Management
The right tools can dramatically improve your communication effectiveness during uncertain times. Consider implementing:
1. Emergency Notification Systems
Tools that allow rapid dissemination of critical information to staff, volunteers, and sometimes clients are essential during time-sensitive situations.
Implementation tip: Choose a notification system that allows for segmented messaging to different stakeholder groups and offers multiple channels (text, email, app).
2. Internal Communication Platforms
Collaborative tools that reduce email overload and create organized information sharing can improve team cohesion during remote or hybrid work.
Implementation tip: Ensure your communication platform includes spaces for both work-related discussions and social connection to help maintain team culture.
3. Social Media Crisis Management Tools
Monitoring and managing your social media presence becomes even more important during uncertain times when stakeholders may express concerns publicly.
Implementation tip: Develop pre-approved response templates for common crisis scenarios that maintain your organization’s voice while addressing concerns compassionately.
Creating a Communication Rhythm During Uncertainty
One of the most powerful ways to reduce anxiety during uncertain times is to establish reliable communication rhythms. Consider implementing:
1. Regular All-Staff Briefings
Weekly or bi-weekly meetings where the entire team receives updates, asks questions, and aligns priorities can create stability amidst change.
Implementation tip: Keep these meetings sacred on the calendar and ensure they happen even when there’s “nothing new” to report—consistency itself provides reassurance.
2. Leadership “Office Hours”
Scheduled times when staff can drop in to speak with leadership without an appointment creates accessibility without constant interruptions.
Implementation tip: Rotate these among leadership team members to prevent overwhelm while ensuring staff have access to decision-makers.
3. Written Update Cadence
Regular written updates provide documentation and reference points that verbal communication doesn’t offer.
Implementation tip: Create templates for different types of updates (emergency alerts, weekly roundups, monthly reflections) to make producing them more sustainable.
Measuring Communication Effectiveness
How do you know if your crisis communication is working? Establish metrics such as:
- Employee engagement scores during uncertain periods
- Stakeholder sentiment analysis through surveys
- Retention rates for staff, donors, and clients
- Social media sentiment and engagement
Implementation tip: Create a quarterly communication effectiveness dashboard that tracks these metrics over time and identifies trends requiring attention.
Building Team Coaching Capabilities
A promising approach for maintaining psychological safety during uncertainty is team coaching. As noted in research on leadership and team dynamics, team coaches can significantly enhance psychological safety, which directly improves organizational performance (Graen et al., 2019).
Consider developing internal team coaching capabilities by:
- Training team leaders in coaching techniques
- Establishing peer coaching circles
- Bringing in external coaches for specialized support during particularly difficult transitions
Implementation tip: Start with a “coaching culture” pilot in one department to demonstrate effectiveness before expanding organization-wide.
Conclusion: Communication as the Foundation of Resilience
In times of uncertainty, strong communication creates the foundation upon which all other resilience strategies depend. By fostering psychological safety, maintaining transparent board relationships, strategically engaging external stakeholders, and leveraging appropriate tools, nonprofit leaders can guide their organizations through even the most challenging circumstances.
As nonprofit organizational expert Jim Rendon reminds us, “Now is the most important time for nonprofit boards to be stepping up” (The Chronicle of Philanthropy, 2025). The same is true for nonprofit leaders, staff, and volunteers. Through thoughtful, strategic communication, your organization can not only survive uncertainty but emerge stronger and more resilient.
In the next post in our series, we’ll explore how to build and leverage local support systems to create additional layers of stability for your nonprofit. Until then, we invite you to share your questions and experiences with crisis communication in the comments below.
Sources
- Johnson Center for Philanthropy. (2025, January 15). The Nonprofit Workforce is in Crisis. https://johnsoncenter.org/blog/the-nonprofit-workforce-is-in-crisis/
- Rendon, J. (2025, January 14). Skilled, Diverse, and Engaged — 2025 Will Require More From Boards. The Chronicle of Philanthropy. https://www.philanthropy.com/article/skilled-diverse-and-engaged-2025-will-require-more-from-boards
- Graen, G., Canedo, J. C., & Grace, M. (2019). Team coaching can enhance psychological safety and drive organizational effectiveness. International Journal of Information Management, 55, 102180. https://www.sciencedirect.com/science/article/abs/pii/S0090261618300871
- Haupt, B., & Azevedo, L. (2021). Crisis communication planning and nonprofit organizations. Disaster Prevention and Management: An International Journal, 30(2), 163–178.
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