5 Steps to Communicate Effectively with Donors When Scandal Hits

Every so often, a scandal puts a nonprofit all over social media, newspaper headlines, and the evening news. Still, you have a mission to fulfill.

Follow these five steps to communicate effectively with donors and get out of lock-down mode when a scandal hits:

1. Don’t ignore the elephant in the room. Acknowledge the issues. Be transparent about any direct impact on your organization as it unfolds.

2. Look carefully at your messaging. This is not the year to retreat to old communication materials that look and sound out of touch with current realities.

3. Recognize your donors, volunteers, and supporters for all they’ve achieved. This is a crucial time to show sincere appreciation. Reach out, don’t withdraw.

4. Focus especially on the top 20 percent. Make calls and visits to your top 20%. Do not ask for another donation. Simply say thank you.

5. Remember donor retention is much easier than donor acquisition. Treat the supporters you have like they’re golden, because they are. Once supporters stop giving, they seldom return.

With clear messaging and open communications we can weather this storm.