In only the third week of January, we’ve already faced more than our share of crisis. With natural disasters devastating Los Angeles (my hometown), political unrest, and concern about the fate of innocent people caught in violent conflict, many of us are grappling with a difficult question: How do I communicate with my community during times like these?
What can I say that feels meaningful?
How do I talk about community events — exciting classes, opportunities to connect, or meaningful religious services — when it feels like there’s so little to celebrate right now?
Striking the right chord is never easy. But here’s the truth: people respond to authenticity. Start there, and follow the guiding principles below. They will help you navigate challenging times with clarity, compassion, and confidence.
1. Know Your Audience
As with everything related to marketing, start by considering your audience. Who comprises your community? How close are they to the crisis, and how are they impacted? Think about what they might need to hear right now, and what level of information, context, and support they need.
2. Be Authentic
Acknowledge the crisis and your relationship to it. Share what you’re feeling and don’t feel the need to pretend things are great if they’re not. Your community will appreciate your honesty and vulnerability.
3. Offer Support
Make sure your community knows in what ways they can rely on you during times like these. Whether it’s emotional support or tangible resources, let them know you’re here.
4. Share Information
Ensure that any relevant information is clear, easy to find, and up front. Whether it’s about safety precautions or changes to your events, keep your community informed without overwhelming them.
4. Check In and Invite Interaction
Ask your community how they’re doing. Genuinely invite their responses. This simple act of reaching out can create a powerful sense of connection and solidarity.
5. Reframe Your Offerings
Even in the darkest times, we need moments of light and hope. Whatever your nonprofit offers — a sense of belonging, spiritual growth, learning opportunities — share it as the antidote to the challenges your community is facing. People need to know that joy and connection are still possible. Reframing your ongoing work and programming in this way lets people know that you’re sensitive to current events and still hopeful about cultivating meaning.
tl;dr
Communicating through crisis isn’t about having all the answers. It’s about showing up for your community with honesty, empathy, and intention. By following these steps, you’ll not only help your community navigate tough times, but you’ll also strengthen the bonds that hold you together.