Maintaining Your Organization's Mission in a Time of Crisis
In a time of crisis, it may feel like normal organizational efforts are no longer “important enough”. It can feel as if something like youth mentorship should take the back burner to the lives of people who are falling ill from this awful disease or who are without a job or food. However, maintaining your organization’s vision and mission in a time of crisis is more important than ever. How are you continuing to engage stakeholders, operating in your strategic plan, and working towards your fundraising goals at this time? Many organizations have found this time to be a “pressure cooker” of idea production - the kink in the plan has caused the organization to prioritize the important things, and trim the areas that are distracting to the cause. How can you use this time to streamline your organization's story? You may not be directly supporting victims of COVID-19: please know that’s fine. Here are three things to consider when developing communications in a time of crisis:
Keep clients as the face of your organization: COVID-19 is not your client. It should not have a louder voice than the people you are serving. A great way to incorporate pandemic messaging into your everyday is to mention how your clients have been affected: whether that’s an increase in wraparound services or financial assistance, or direct health outcomes. Remember that you began your organization to complete a mission, and it is your duty to the people you serve to continue that work.
Keep track of how often you mention COVID-19 vs. general operating work: Do you have more posts on Facebook about your organizational response to the pandemic than you do about the number of people you have helped find permanent housing in the last few months? It is important to show sensitivity to current issues, but funders will want to see that you are still keeping the main thing, the main thing.
Check in with your staff: Are conversations about COVID-19 causing burnout? Have you brought up inspiring stories or reminded them of the purpose of the work you do? Motivation is a rare resource in times like these, and your staff will need it more than ever. Be sure to consider the effect of COVID-19 on their personal lives, and what stressors they are bringing to the work day.
COVID-19 has caused an unprecedented crisis, but the individuals you serve are still facing crises of their own. Remember that you have permission to continue to prioritize your people.