This week, I had a conversation with a nonprofit leader about how organizations are responding to the current chaos—executive orders, policy changes, and funding freezes—impacting the sector. She repeatedly said, "We are trying not to be reactive."
Upon reflection, I wish I had pressed her further. What does "not being reactive" really mean? How are they communicating with stakeholders? How do they determine what information to share and when? And most importantly, what’s actually wrong with being reactive?
Of course, in an ideal world, nonprofits would be prepared for every crisis. But let’s be real—preparedness has its limits. Could anyone have foreseen that FEDERAL FUNDING WOULD BE FROZEN overnight? The phrase "we are operating in unprecedented times" has been used so often it’s practically a cliché, but it remains accurate. The sheer speed, frequency, and impact of recent disruptions have been staggering, leaving little room for a measured, slow-moving response.
Certainly, organizations should have frameworks in place—such as a rapid response plan—to help guide decision-making. But beyond structured planning, what other viable options exist? Waiting too long to act is not a strategy—it’s a risk.
I am not advocating for knee-jerk reactions or thoughtless decision-making. However, being too slow, too hesitant, or too cautious can be just as damaging. Silence creates uncertainty. In the absence of clear, timely communication, anxiety festers, misinformation spreads, and trust erodes.
Conversely, some organizations miss the mark in the opposite direction. I recently received a newsletter from a national nonprofit dedicated to ending homelessness. Shockingly, it made no mention—zero!—of the federal funding freeze that directly impacts the communities they serve. This level of detachment isn’t just irresponsible; it’s dangerous.
The solution? Prioritize communication. In times of crisis, over-communicating is far better than under-communicating. People can choose to ignore an email, but they can’t invent accurate information in its absence. As trust in traditional news sources continues to wane, nonprofits remain one of the few institutions people look to for credible, mission-driven insights. Your stakeholders need you to be a voice of clarity and truth, especially when the communities you serve are at risk.
So I implore nonprofits: Do not stay silent. Speak up. Communicate openly, consistently, and with urgency. Your people need you now more than ever.
Snyder Strategies Can Help
If your organization is struggling to navigate these uncertain times, Snyder Strategies can provide the guidance and support you need. From developing rapid response plans to crafting clear, effective messaging, we help nonprofits communicate with confidence and clarity. Reach out today and let’s ensure your stakeholders get the information they need—when they need it.
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