Strengthening Your Communications in Uncertain Times

During this time of continued uncertainty and unprecedented ripple effects on communities, organizations have had to define and navigate a “new normal.” This summer, we asked changemakers like you how these shifts have impacted their organizations’ communications. The responses paint a picture of both flexibility and hardship. Here are four highlights from the survey results:

Many organizations are experiencing the same communications challenges.

Are financial constraints limiting your communications efforts? You’re not alone. More than 2/3 of survey respondents said that a lack of financial resources and a lack of staff are barriers to prioritizing communications right now. And half of you cited a lack of staff skills/training as a major challenge for your communications work.

Budgets are steady, but everyone is pivoting.

In difficult times, communications budgets are often the first to get cut (when we’d argue it’s actually the perfect moment to invest more). So, it was heartening to see that most organizations were able to at least maintain their budget levels. Although 2/3 of respondents said their overall communications budget hasn’t changed in the last year, what organizations have been doing with that budget has shifted. Changes in program priorities and the need to reach audiences virtually instead of in-person have led to necessary pivots in how communications funds are being allocated.

Digital communications dominate.

The top four communications channels that have been most effective for reaching your audiences this year are all digital: (1) social media, (2) email/newsletter, (3) website, and (4) virtual events. Although not surprising, this trend underscores the importance of meeting your audiences where they are, and indicates organizations have been responsive to constituents, donors, and volunteers alike.

Long-term planning is out the window.

More than 3/4 of survey respondents said they’re only comfortable planning their communications for 12 months or less. And within that group, most said they’re comfortable planning only 6 months out. No longer is it realistic – or strategic – for organizations to commit to a long-term tactical road map.

And yet, organizations have also overwhelmingly affirmed that communications remain a priority in their organization.

So, how do you balance the importance of strategic communications with this environment of ongoing uncertainty and change? Here are three communications best practices you CAN count on:

Put strategy first.

Your organization’s strategic plan can be a steadying force and guide for decision making. Two-thirds of survey respondents said their strategic plan or current communications plan is still relevant for 2021. Build your communications goals around that broader vision. Then, when unexpected challenges and new opportunities arise, you’ll remain clear-eyed about what you’re trying to accomplish, and it’ll be easier to adjust the specific tactics that will help you get there. Don’t have a plan? Check out Chapter 2 of our free Communications Toolkit.

Work smarter, not harder.

Even with limited budget and staff, make the most of the resources you have to leverage the power of communications in your organization. Manage competing priorities by focusing on what really matters in this moment. Use our adaptation of the “Eisenhower Matrix” to assess incoming requests. And rather than trying to figure out how to add a bunch of communications projects to your to-do list, find ways to integrate communications and storytelling into the work you’re already doing.

Tell the story of your impact.

Acknowledge change and the events taking place in our communities. Make sure your messaging explains not just what is happening at your organization, but why it’s so important. Did you pivot your programs? Explain how those changes demonstrate a commitment to your constituents and the organization’s broader mission and vision. By connecting your messages to the context of external events, you’ll highlight the relevance and importance of your work. Check out our Bite-Size Courses for more support on how to craft compelling messages and how to customize those messages to specific audience groups.

By anchoring your communications to these best practices, your organization will be in a strong position to meet this moment of opportunity.