Nonprofits are no strangers to crises and challenges. Most of the organizations we work with operate in systems that were created to intervene when people are in crisis. Social service organizations, public health agencies and the elected officials we work with are in the business of navigating crises, providing much needed services, and answering calls to action at a moment’s notice.
Answering these calls to action and navigating challenges become even greater during times of unpredictable (and unprecedented) crises like the global pandemic we have faced for the last 18 months. Organizational budgets are already lean but reduced revenue from canceled fundraising events or delayed grants has made it tougher to keep organization budgets balanced.
Maintaining or enhancing robust communications and advocacy efforts ensures organizations are communicating and educating policymakers and other decision makers about critical services being provided and the impacts an organization is having despite the COVID crisis. However, for more than a year, we have worked with organizations who are struggling to continue communicating through the daily challenges of COVID-19.
But there is hope.
- Across the country, we are seeing organizations innovate and adapt in different ways. Organizations and state agencies have pivoted from canceled conferences and have instead created ongoing training for their workforce. Sharing new and innovative practices, including engaging youth voices with virtual events or organizing telehealth home-visits, has encouraged other organizations to think differently about how to provide their traditional services. Allowing colleagues to connect and exchange ideas and new solutions, even if through a computer screen, has energized multiple fields.
- Despite isolation protocols and restricted hours of operation, community members have found ways to rally and provide much needed resources and support. Restaurants who have typically sponsored major events are instead donating meals to foster families. Corporate sponsors are hosting “drive-through” back-to-school events to provide families with the usual necessary supplies like book bags and pencils, with new additions of hand sanitizer and face masks.
- Community serving organizations have maintained relationships with local elected officials, allowing them the opportunity to see first hand (even if that means attending support groups via Zoom) how nonprofits have adapted and developed innovative programs. Giving lawmakers the chance to hear directly from constituents getting their needs met creates an awareness for the importance of these services and the opportunity to advocate for additional funding for programs.
- Members of the media have also been engaged for virtual campus tours and feature stories of staff on the front lines. In need of “good news” stories, local reporters have jumped at the opportunity to feature child welfare organizations who have created care packages for their foster families and coordinated front porch drop-offs.
What can we learn from the past year? For one, we’ve been reminded of the resiliency of our communities and how many “helpers” we have in our communities who are willing to engage and support various critical areas of need and vulnerable populations that are at particular risk during times of crisis. It’s also a reminder of how strong communities can surprise us all with their creativity and adaptability. This is why it’s critically important to share these stories of “helpers” and resilience – loudly and consistently.
As advocates, we know that in tough times, the first funding cuts to be made by organizations or the projects that are put on hold are often communications or advocacy efforts, but this approach hurts us all now and down the road. Now more than ever, it’s time for organizations to rely on their strong communications partners, both in the public and private sectors, to show just how valuable and indispensable they are when it comes to ensuring youth receive the care they need and get them permanency quickly and safely.
Now is an ideal opportunity for shared responsibility and leadership. When organizations come together alongside business leaders, community partners, and key decision-makers, critical needs are realized and steps are taken to find a solution.
These solutions can start with asking a few questions of your organization:
How do you communicate? Both internally (with staff and board) and externally (with partners and media)?
How are you continuing to advance your brand & mission?
How do you keep staff connected and motivated while working remotely and amidst the disruptions and stress of this ongoing pandemic?
Where are there gaps and current needs to strengthen your communications and/or advocacy efforts?
The reality is that during a crisis – especially one that impacts each individual, business, economy, and government, like the coronavirus pandemic has – it is critically important for organizations, businesses and individuals to have a voice, and more importantly, to have a seat at the table where critical decisions are being made.
“When the world is silent, even one voice becomes powerful.”- Malala Yousafzai
