Nonprofit communications in an era of disruption
Today, civil society organizations are navigating radical complexity and increasing disruption. From the politicization of social and environmental issues to growing skepticism about the role of philanthropy and lack of trust in traditional institutions across sectors, there are various forces reshaping the balance of power and influence over the UN sustainable development agenda.
Perhaps more than ever, nonprofits have a critical role to play in advancing solutions to the biggest and most existential challenges our global communities face. But to generate lasting change, barriers — including funding, talent and technology — complicate mission-driven strategies. And they must be overcome.
Our Social Impact & Sustainability team in Seattle recently welcomed communications professionals from 10 nonprofit organizations in the area to a private group dinner at a local restaurant to discuss the key issues facing the nonprofit sector today.
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Not surprisingly, big topics on the minds of nonprofits include:
- Navigating stakeholder engagement against the backdrop of a polarized and reactive media environment shaped by a consequential election cycle.
- Countering the impact of increasing mis- and disinformation corrupting how communities access credible information about the critical issues organizations support.
- Understanding the new role of artificial intelligence (AI) in communications and keeping pace with technological advancements.
In this current era of disruption, nonprofits face a need to foster trust among donors, partners and grantees in strategic philanthropy, nonpartisan advocacy and civic engagement. That trust is earned by staying true to their values, knowing when to take a stand and anticipating scrutiny and criticism.
At a time when people are looking to leaders to have a point of view on nearly everything, it can be challenging for the nonprofit sector to determine which of these sensitive — and often fast-evolving –issues warrant a response publicly, and how to take an authentic and credible stand. It’s clear the most effective responses are those that match organizational advocacy priorities — and it’s necessary for nonprofits to speak out on tough issues that matter, even if it risks displeasing some stakeholders. We also heard from sector communicators that advocating for issues aligned with their missions and staying true to their values as an organization is critical to leveraging supporters’ trust.
Strength in integrated comms teams
Fostering trust with external partners starts inside the organization. With today’s pressure to constantly communicate and keep up with the speed of the media cycle, nonprofits must find connectivity and alignment across teams. A cross-functional and integrated communications structure supports agility, diverse perspectives and a holistic approach to building and protecting the organization’s reputation and influence. When paired with signal intelligence and scenario planning to anticipate volatile issues and media narratives, cross-functional communications teams can better ensure advocacy and engagement efforts are benefitting all levels of stakeholders — from internal to external. And ultimately, strengthen the impact on the communities nonprofits serve.
By Leigh Tucker, VP, Social Impact & Sustainability
