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2025 has been a wild ride for nonprofit communicators.
Those priorities you planned in Q4? Out the window as the nonprofit sector surfs an unending wave of change. Many organizations are facing federal funding cuts, while others race to keep up with executive orders with big implications for their communities. Even messaging itself is under the microscope as the U.S. administration scrutinizes nonprofits working on climate, DEI, and other social issues.
In this environment, it’s hard to know what to say to your supporters – or whether to say anything at all. A recent ComNetwork survey found that more than half of nonprofits are worried about government retaliation or losing funding if they speak out on hot-button issues. At Statement, we’ve had countless conversations with our partners about funding risks, increased government attention, and even grantee safety because of their communications. We feel deeply for each one of you: It’s tough out there.
But while times are confusing, your communications don’t have to be. Clear and thoughtful messaging will help you draw the right people closer, ask for the support you need, and keep moving forward on your mission. These steps offer a place to start.
First, give yourself some grace. There’s no one-size-fits-all approach to communications, especially now. If you rely heavily on federal funding, keeping the term “DEI” on your website is probably riskier than if you’re privately funded. ComNetwork data shows that nonprofits are responding in different ways: 16% are shifting their tone to be more cautious, while 24% have reaffirmed or strengthened their commitment to their core mission.
Talk honestly with your staff and board leaders about the risks of staying the course vs. lowering your profile. And remember: Your nonprofit can’t make an impact at all if you have to shut down your operations. Right now, that might mean changing your messaging so you can keep pushing forward – and that’s OK.
Your big idea is the guiding force behind your communications. It takes a stand, highlights your expertise, and brings people into the fold to further your mission. For example, a social justice nonprofit’s big idea might be, “Advancing equity in America requires community-led approaches.”
While now isn’t the time for sweeping long-term changes, think about how you’re expressing your big idea in your communications. Are there topics to steer clear of right now? Are there new points to make in this environment? Our Nonprofit Learning Lab webinar has tips to help you fine-tune your big idea and related content pillars.
We’re in a fluid situation, which means fluid messaging to match. If you decide to shift your messaging, ask yourself, “What would someone look at if they had 5 minutes to learn about us?”
Scan your top-level website navigation, social profiles, and any other prime real estate. Then, focus on the lowest-lift updates possible. Instead of rewriting your entire climate program page, for example, see if swapping the term “climate crisis” for “more frequent natural disasters” will suffice. Use neutral, data-backed language where possible to sidestep bad-faith interpretations. A term like “systemic racism” may invite controversy, but a stat like “Black households hold 15 cents for every dollar of wealth held by white families” is hard to refute.
Once you firm up your messaging, share the basics with your team to guide verbal and written communications. Think quick and specific: Let them know any terms or topics to avoid, offer alternate phrasing if needed, and keep it to 1-2 pages. Providing a few general principles, like “Focus on expanding opportunities for all vs. specific groups,” can also provide guardrails for situations not explicitly covered.
If the changes are in tension with your mission, reassure your team that you’re not changing your values. Instead, you’re adapting to the current environment, so you can continue showing up for your community.
Nonprofit visions often speak to a guiding north star, like “A world where every child can reach their full potential.” But as organizations lose funding and staff, communities fight for basic rights, and uncertainty looms, that north star can feel eons away for you and your supporters.
To keep your audience engaged, try shifting your communications from big-picture to here-and-now. Instead of telling them how their donation brings us one step closer to ending global hunger, tell them about the girl in Ethiopia who isn’t getting her daily nutrition bars because U.S. humanitarian aid has dried up – and exactly how you’ll use their donation to help.
Editorial calendars usually have a rhythm to them, but the shock-and-awe news cycle has turned that on its head. So what does that mean for your planning?
Instead of plotting out monthly topics, develop a list of 4-6 more evergreen themes you can use throughout the year. Each month, slot in a theme based on your nonprofit’s priorities and what’s happening in the broader landscape. Extra credit: Jot down a few talking points and related resources for each one. That way, if a new executive order comes out and you need to communicate quickly, you’ll have a running start.
In a moment of heightened security concerns and clashing values, where you communicate is also critical. One area of particular confusion? Social media. Our pal Caroline Griffin wrote an amazing primer for nonprofits on navigating the increasingly politicized social landscape. If you decide to exit channels like X, consider leaving your profile up instead of deleting completely and sharing where supporters can find you, like this.
If you communicate regularly with supporters over email (which is great!), be mindful of security there, too. Email-based threats are on the rise for nonprofits, and some organizations have reported email signups from government officials to potentially surveil their work. Still, that doesn’t mean you should pause your newsletter. Instead, be careful with what you share over email. Consider establishing a members-only digital group to discuss strategy or other confidential topics with key partners or supporters.
With lots to juggle (and possibly fewer staff to do it), AI tools can be a big capacity booster. But they come with tradeoffs – a huge carbon footprint, potential bias, and inaccurate or off-brand content that doesn’t save you any time.
That’s why it’s smart to think of AI as an intern: an eager assistant best suited for specific tasks with lots of direction. Try using genAI tools like ChatGPT or Claude to write fundraising emails, brainstorm headlines, draft thank you letters, or start grant proposals. The more detailed your prompt – audience, length, voice, keywords to use or avoid, previous examples – the less rework you’ll have to do later. Get started with prompts like these ones from Momentum, then fine-tune until they’re just right for your brand.
As a communicator, keep using your voice right now. Your nonprofit’s work matters more than ever, and speaking clearly about your mission and impact is essential to keep it moving forward.
If you need a sounding board, we’re here to help.
Use our free audit questionnaire to jump-start the process with your team.
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