When and how should nonprofits weigh in on current events?
One of the trickiest questions nonprofit communicators face is when and how to speak up about current events.
Our instinct is often to react quickly. We see injustice or crisis and we want to add our voice. But good communications isn’t just about adding noise. It’s about saying something that matters, to the right people, in the right way.
Over the years, I’ve found three guiding principles that can help your organization decide whether and how to weigh in.
1. Anchor It in Your Strategy
Your strategic plan (and if you don’t have one, that’s another conversation!) should make it clear what your organization stands for, who you serve, and how you show up in public conversations.
Before you post, ask:
Does this align with our overall strategy, our focus areas, and our brand voice?
Who is our audience? Donors, policymakers, clients, community members? What do they expect or need from us right now?
Do we have the capacity to follow through? It’s easy to post a statement. Making a real impact takes time, resources, and commitment. Are we ready for that?
2. Connect It Back to Your Mission Clearly
A good statement shouldn’t leave people wondering, Why are they talking about this?
Your job is to draw a clear line from the moment back to your mission and the people you serve. Help your audience connect the dots.
For example, if you work in criminal justice reform, you might tie a policy change or news story to how it affects the people you serve and what you’re doing about it.
If you can’t make that connection in a way that feels authentic and relevant, it’s okay not to say anything. Silence is always better than confusion.
3. Remember Your Role: Solve Problems, Don’t Just Advocate
This is where some nonprofits — and especially nonprofit copywriters — get tripped up.
You’re not just an individual advocate on social media; you’re speaking for an organization with a mission to solve a specific problem.
Sometimes advocacy is the problem-solving tool. But sometimes it’s not.
Ask: What problem are we solving for our people right now by saying this? If you can’t answer that clearly, you may want to sit this one out — or find a better way to engage.
A Final Thought: Communicate with Intention
Good nonprofit communications requires both courage and restraint. It’s a balance.
Sometimes the best thing you can do is amplify others. Sometimes it’s to speak boldly. And sometimes it’s to stay focused on your lane.
Either way, speak with intention. Connect the dots. Solve the problem. That’s how you build trust and stay true to the people you exist to help. That’s your north star.
Looking for more guidance? I’m always happy to talk through what this looks like for your organization. Drop me a line!