Jessica Sharp 
Last week, I had the privilege of attending the Nonprofit Leaders Group convening at WHYY on behalf of our client, Philadelphia Foundation. More than 150 nonprofit leaders from across Greater Philadelphia gathered to tackle some of the most pressing challenges facing our sector today, from mounting fiscal pressures to rapidly changing policy landscapes.
As I listened to three distinct panel discussions covering legal updates, partnership strategies, and public funding challenges, one theme emerged consistently across all conversations: the critical importance of strategic, thoughtful communications. In an environment where uncertainty seems to be the only constant, how nonprofits communicate, both internally and externally, may be the difference between thriving and merely surviving.
Staying Grounded When the Narrative Spirals
The legal panel, which featured insights from attorneys who represent some of Philadelphia’s most significant nonprofits, highlighted a reality many nonprofits are grappling with: information overload and narrative chaos. While they emphasized that the work still needs to be done, doing the work effectively requires cutting through the noise.
When every day brings new directives, policy changes, or crisis situations, the temptation is to react immediately to everything that crosses your desk. This reactive approach, however, often leads organizations away from their core mission and into a cycle of constant firefighting. Instead, the most resilient nonprofits are those that have established communication plans and crisis protocols that keep them anchored to their mission, even when external pressures mount.
This means having the discipline to pause, assess whether a response is truly necessary, and ensure that any communication aligns with your organization’s established strategy and values. Sometimes, as the panelists reminded us, it’s actually okay to be silent rather than adding to the cacophony of voices.
The Power of Internal Alignment
One of the most striking insights from the convening was how often internal communication challenges create external vulnerabilities. Whether discussing legal compliance, partnership development, or government relations, panelists consistently emphasized that successful organizations maintain tight communication between leadership teams and boards, and ensure alignment across all levels of the organization.
This internal alignment serves multiple purposes. First, it ensures that everyone is literally on the same page about organizational priorities and responses. Second, it prevents the kind of mixed messaging that can undermine credibility with external stakeholders. And perhaps most importantly, it creates a foundation of trust and clarity that allows organizations to move quickly and confidently when rapid decisions are required.
The partnership panel reinforced this point. The most successful collaborations happen when organizations have achieved internal clarity about their mission, capacity, and boundaries before entering into external partnerships. You can’t effectively communicate with potential partners if you haven’t first achieved alignment within your own organization.
Mission-Aligned Messaging in Uncertain Times
Throughout the morning, speakers repeatedly returned to the importance of mission alignment in all communications. When organizations have a clear understanding of their purpose and values, decision-making becomes easier, even in complex situations. This clarity serves as a North Star that guides not just what you say, but how and when you say it.
This mission-centered approach to communications is particularly crucial when navigating political and policy changes. As the public funding panel discussed, nonprofits need to think strategically about building relationships with elected officials and their constituents. But this isn’t about abandoning your values, it’s about finding authentic ways to connect your mission with the priorities of those who make decisions that affect your work.
The key is ensuring that your external messaging authentically reflects your internal values and operations. Inconsistencies between what you tell funders, what you share publicly, and what you communicate internally will eventually surface, and when they do, they can seriously damage your credibility and effectiveness.
Building Relationships Before You Need Them
Perhaps the most forward-thinking insight from the convening was the emphasis on proactive relationship building. Whether with media contacts, potential partners, or government officials, the organizations that weather crises most effectively are those that have invested in relationships during calmer times.
This relationship-building approach extends to how you communicate about your work more broadly. Rather than waiting until you’re in crisis mode to tell your story, effective nonprofits consistently share updates about their impact, challenges, and successes. They help stakeholders understand not just what they do, but why it matters and how it connects to larger community needs.
The Strategic Advantage of Thoughtful Communications
What became clear throughout the event is that strategic communications isn’t just about managing crises or securing funding, it’s a fundamental organizational function that can affect every aspect of operations. Organizations with strong communication strategies and protocols are better positioned to form effective partnerships, navigate regulatory challenges, maintain staff and board alignment, and ultimately deliver on their missions.
When nonprofits are being asked to do more with less while navigating an increasingly complex landscape, those communication skills and systems aren’t nice-to-have additions, they’re essential infrastructure.
It was a privilege to sit in the room with so many important nonprofit leaders from the region. What I saw is that when organizations come together to share insights and strategies, the entire sector becomes stronger.
If your organization is looking for support in developing more strategic and effective communications approaches during these challenging times, reach out.
Posted In Crisis Communications, Nonprofit