Diversity, equity, and inclusion (DEI) have become political flashpoints, especially in light of recent federal actions. The current Administration issued executive orders restricting federal support for DEI-focused programs, and similar efforts continue today to undermine or defund DEI initiatives. The result? Widespread misinformation about what DEI actually is and why it matters.
Nonprofits that do not rely on federal funding—and especially those with privilege and influence—must not capitulate in this moment. While some organizations are being forced to strip DEI language from their work to maintain critical funding, others have the freedom and responsibility to speak up, push back, and lead. We cannot allow misinformation and fear to dictate the conversation. Instead, we must proactively educate our communities, clients, donors, and lawmakers about how we define DEI and how we live it out in our work. We need to show—not just tell—how DEI strengthens our ability to serve, ensures fairness, and creates more effective, impactful programs.
For many nonprofits, DEI is not a buzzword or a political stance—it is the core of their mission. Organizations working in housing, healthcare, education, and social services know that advancing equity is not an optional initiative; it is fundamental to ensuring marginalized communities have access to the resources and support they need to thrive. DEI is not about performative gestures; it is about dismantling barriers, addressing systemic inequities, and ensuring that all people—regardless of race, gender, disability, or socioeconomic status—have the opportunity to live with dignity and security.
Additionally, many federally funded organizations are being pressured to remove these vital words, despite their significance. We recognize the difficult position this puts them in. But for those who are not constrained in this way, silence is a choice—and one that carries consequences. If your organization has the ability to be bold, now is the time to do so.
But how do we communicate about DEI in ways that are accessible and compelling, rather than abstract or divisive? Here’s how your nonprofit can approach it.
1. Define DEI in Your Own Terms
Before your nonprofit can talk about DEI externally, it needs to have internal clarity. Ask yourself:
What does diversity, equity, and inclusion mean for our organization?
How do these values show up in our programs, services, and decision-making?
How do we ensure that DEI isn’t just a statement on our website but a lived practice?
For example, if your nonprofit serves immigrant communities, equity might mean ensuring that all resources are available in multiple languages. If you work in healthcare access, inclusion might mean hiring culturally competent staff who understand the lived experiences of the people you serve.
By defining DEI in ways that are directly tied to your mission, you make it easier for your staff, supporters, and community to understand and embrace it.
2. Move Beyond Jargon and Be Pragmatic
DEI should not feel like an academic exercise or a corporate checkbox. Instead of relying on broad DEI statements, focus on real-world applications.
Instead of saying:
🔹 "We are committed to fostering an inclusive and equitable environment for all."
Try this:✅ "We recognize that our community members have diverse needs, so we provide materials in multiple languages and partner with organizations specializing in accessibility."
Example:🏠 A housing nonprofit developed the first supportive housing community in its region primarily serving LGBTQ+ seniors. Recognizing that older LGBTQ+ adults face housing discrimination and unique health challenges, they created a housing model that provides not only affordable housing but also culturally competent services.
➡ Real-world application: Instead of simply stating a commitment to equity, they designed a program specifically to meet the needs of a historically underserved group.
Instead of saying:
🔹 "We strive for equitable representation in leadership."
Try this:✅ "We have set a goal that at least 50% of our board and leadership team reflect the communities we serve, and we are actively recruiting through local grassroots networks."
Example:🏠 A homelessness services organization set a goal to ensure leadership and board diversity mirrors the communities they serve. They recruit through grassroots networks rather than relying on traditional corporate hiring pipelines, which often exclude marginalized groups.
➡ Real-world application: Rather than making a broad commitment to equity, they implemented specific hiring practices to diversify leadership in a measurable way.
Instead of saying:
🔹 "We support inclusive economic empowerment."
Try this:✅ "We reinvest 100% of our profits back into housing solutions for underserved populations."
Example:🏠 A social enterprise real estate agency reinvests all profits into housing solutions for individuals experiencing homelessness. Unlike traditional real estate companies, their model ensures revenue directly funds affordable housing projects.
➡ Real-world application: Instead of broadly supporting "economic empowerment," they created a business model where every dollar earned directly benefits marginalized populations.
3. Make DEI Relatable to Different Audiences
Your board members, donors, volunteers, and community members may all have different levels of understanding about DEI. Tailor your messaging accordingly:
For donors and funders → Show how your efforts improve impact and outcomes. Example: “Our new outreach strategy led to a 30% increase in engagement with historically underserved communities, like <specific populations>.”
For staff and volunteers → Focus on practical ways they can integrate DEI into their roles. Example: “We provide annual training on cultural competency so that every team member can better serve our diverse community, for example <include a tangible example>”
For the general public → Use storytelling to illustrate DEI in action. Example: Share testimonials from those impacted by your inclusive programs.
The key is making sure DEI feels relevant and personal to each audience.
4. Show, Don’t Just Tell
People believe what they see more than what they hear. Instead of only talking about DEI, demonstrate it in action:
Feature stories of diverse community members and how your programs impact them.
Share behind-the-scenes examples of how your nonprofit is making internal changes to promote equity.
Use images and videos that authentically represent the communities you serve.
If your organization values DEI, it should be reflected in your hiring practices, program design, and leadership representation—not just in your messaging.
5. Be Transparent About Challenges and Progress
No organization has a perfect DEI track record, and that’s okay. What matters is a willingness to improve and communicate openly. Instead of portraying your nonprofit as having DEI “figured out,” share your learning journey.
For example:
“We recognized that our leadership team didn’t reflect our community, so we launched a mentorship program to develop diverse leadership from within.”
“Our initial DEI efforts lacked accessibility considerations, so we are now partnering with disability advocates to improve.”
Being honest about your progress builds trust and credibility with your audience.
6. Invite Engagement and Feedback
DEI shouldn’t be a one-way message—it should be a conversation. Encourage your community to share their thoughts, experiences, and ideas:
Include a feedback form on your website.
Host listening sessions with your stakeholders to understand their needs.
Create opportunities for staff and volunteers to contribute to DEI efforts.
By making DEI a participatory process, your nonprofit can continuously evolve and improve in ways that are meaningful to the people you serve.
Final Thoughts: Make DEI Real and Practical
In an era when DEI is being misrepresented and politicized, nonprofits must be clear and confident in communicating what it really means. We must not allow misinformation to define the narrative. Instead, we should proactively show how DEI is about ensuring fairness, expanding access, and making our programs more effective.
By defining DEI in your own terms, using plain language, demonstrating real impact, and inviting feedback, your nonprofit can make DEI a lived reality—not just an abstract ideal.
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