Communicating in the Most Difficult of Times

We can get through this

For nonprofits, service organizations, and those working to help others, these are some of the hardest times we have faced as a community. Uncertainty, fear, and division create unique challenges for those trying to stay on message, support their communities, and maintain their mission.

Rather than dwelling on the difficulties, let’s take an honest look at simple steps we can take to communicate effectively, stay true to our purpose, and uplift those whose journey we share.

This Is Not the Time for Humor

For those who have suffered from gun violence, lost their jobs, or faced threats, there is nothing funny about the current state of affairs. While humor can be a powerful tool under some contexts, it is not appropriate when it diminishes the struggles so many people are facing. Instead, focus on compassion, understanding, and sincerity.

2. Stay True to Your Mission

In tough times, your organzation's mission remains as true as ever. The world may feel uncertain or hostile, but that does not mean you should abandon your values. Instead, embrace it more deeply. Let it guide your message and your actions, ensuring you remain a source of stability and purpose for those who rely on you.

3. Don't Climb Up on the Backs of Others

This is not the time for competition, division, or personal gain. Now is the time to stand alongside others and support one another. Work in collaboration, not isolation. When we embrace others who share our cause, we create a stronger movement that uplifts everyone involved.

Rise Above Fear and Political Attacks

Yes, these are challenging times, but falling back on fear-driven messaging or political attacks does not serve your mission. Instead of reacting to the noise, focus on truth, solutions, and your core purpose. Speak to the people you serve, not against those who oppose you. Use hope, not outrage.

Call Out Lies, But Don’t Elevate Them

A lie left unchallenged can become the truth in the eyes of the public. It is critical to stand up for facts and reality. But be careful not to amplify falsehoods—repeating misinformation, even to refute it, can give it undue legitimacy. Instead, present clear, evidence-based information and focus on real solutions.

Remember: There Is No Social in Social Media

Social media is not a public forum for healthy debate—it is an algorithm-driven space where outrage and division thrive and make the platforms profita. Don’t feed the trolls. Don’t let false narratives, online mobs, or bad-faith arguments derail your message. Instead, communicate directly, engage with your real audience, and avoid getting pulled into the negativity of a false world.

Have Hope—Because Without It, Nothing Else Matters

Hope is the last thing to die. Without hope, we lose sight of why we fight for a better world. In your messaging, offer a path forward, focus on solutions and examples, but never give in to despair or hatred. The people you serve need to see possibility, resilience, and determination—and that starts with you.

Effective communication in difficult times is not about fear, division, or reactionary messaging. It is about clarity, unity, and a commitment to the truth. By staying true to your mission, refusing to engage in toxic discourse, and leading with hope, you can help navigate your organization—and the people you serve—through even the darkest times. The organizations that hold true to this will emerge - stronger and more relevant.

Now, more than ever, our voices matter. Let’s use them wisely and with purpose.