The Art of the Response: How Great PR Guides Nonprofits Through Crisis
June 12, 2025
By Sarah Kelliher, APR
When a crisis inevitably strikes, your response won’t be defined by panic but by preparation. For nonprofits, where public trust and donor confidence are at stake, preparation is critical. Having a public relations team on speed dial is helpful, but having a crisis communications plan in place is essential.
From global health emergencies to social media blowups, we’ve seen how quickly reputations can unravel. According to PwC’s most recent global crisis survey, crises typically fall into seven categories: operational, technological, humanitarian, financial, legal, human capital and reputational. For nonprofits, these crises may look like fundraising shortfalls, board misconduct or failure to deliver on promises.
While every crisis is unique, these guiding principles can help your team respond with clarity and purpose:
Prepare in advance with the right people.
If you don’t already have a crisis communications plan, you’re behind. A solid plan helps you reach key audiences quickly and clearly. It should be reviewed every six months to ensure it aligns with your current programs and stakeholders.
Invite your public relations team to planning meetings and keep them updated on issues that could escalate. In nonprofit settings, you may also need to align with board leadership or community partners early.
Be thoughtful before you respond.
Not all crises require an immediate response. If time allows, pause to assess the situation and consult your public relations team. Acting too quickly can make things worse. In nonprofits, the right spokesperson might vary. Sometimes it’s your executive director; other times, it may be a board member, program lead or subject-matter expert. Identify this early.
Stay anchored in your mission.
Your mission should guide your messaging. Nonprofits must demonstrate how their decisions align with their values and serve the greater good. Stakeholders want transparency, especially during difficult times. Explain how decisions align with your purpose, even when the message is hard.
Stick to your key messages.
Too much detail can confuse or frustrate audiences. Work with your communications team to define core messages and share timely updates.
When your organization is preparing for or dealing with a tough situation, work with your public relations team to identify your key message points and milestones for communication. At Curley & Pynn, we leverage our Message Matrix® system for clients, which has been developed over more than two decades to help businesses effectively communicate their internal and external key messaging.
For nonprofits, this framework ensures your response is aligned with your values and keeps your donor base and community members informed without jeopardizing trust.
Are you ready with a plan that protects your mission and your reputation? If not, let us help you.
