Late last week, I answered a somewhat panicked phone call from a client and friend who works with one of my favorite nonprofit organizations. (I know, I shouldn’t have favorites, but…) The tone of the call was heartbreaking—frustration, exasperation, overwhelmed and a strange mix of defeat and optimism.
This organization is owed three-quarters of a million dollars on a government contract signed well before the 2024 election. Payment for services already provided has stopped. And there is every indication that those contracts will not be fulfilled—let alone renewed. It’s devastating.
This is the reality many nonprofit organizations across the United States are facing just weeks into the new administration. Funding cuts and shifting political priorities are creating uncertainty, leaving nonprofit leaders asking the pressing question: “What do we do?”
We wish there was a simple answer, a one-size-fits-all solution that could solve these challenges for nonprofits. But the truth is, every organization is different, and the best path forward will look different for each one.
Key Considerations for Nonprofit Leaders
If your organization is grappling with funding uncertainty, here are a few critical questions to consider:
- What is the mission of your organization, and what are your core values?
- How will these funding cuts and priority shifts impact your mission and budget?
- What actions is your board—both collectively and individually—prepared to take?
- Have you spoken with 5–10 of your most committed donors to educate them and get their input?
- Can you quantify the impact with data while also using narrative storytelling to support those numbers?
For organizations whose mission centers around justice, diversity, equity and inclusion (JDEI), the response may involve speaking out and rallying supporters to ensure the continuation of this work. For others, it may require a more strategic approach to how they communicate their mission in the current political climate.
Messaging Strategy: Walking the Fine Line
As a person, my gut instinct in these situations is often a “where’s my cape—we ride at dawn” kind of mentality. But as a nonprofit leader, I recognize that approach isn’t always the smartest or most effective.
For example, if your nonprofit provides domestic violence services, your primary focus must be keeping your doors open—no matter what. If funding depends on adjusting your public messaging, such as shifting from explicit references to diversity and inclusion to something like, “When we say services for all, we mean all,” then that may be a necessary adaptation.
This isn’t about abandoning your values. It’s about finding ways to sustain your mission while navigating political and funding challenges in an emotionally charged environment. And there is no right or wrong answer—every organization must determine what works best for them. As a sector, we must also be understanding and supportive of each nonprofit’s unique approach to surviving and maintaining vital services in uncertain times.
Getting Back to Basics: Best Practices for Stability
No matter how your organization decides to approach messaging and positioning in response to funding and programmatic challenges, there are foundational best practices that can help strengthen your nonprofit’s resilience:
8 Essential Steps for Navigating Uncertainty
1️⃣ Keep your mission front and center: Make sure all messaging reinforces your core purpose.
2️⃣ Focus on ethical storytelling: Donors and funders connect to real, human-centered stories of impact.
3️⃣ Strengthen your marketing strategy: Use a mix of social media, newsletters, branding and press releases to stay visible.
4️⃣ Deepen engagement on social media: Foster active conversations and strengthen relationships with supporters.
5️⃣ Prioritize donor stewardship: Now is the time to communicate with existing donors more than ever.
6️⃣ Increase fundraising and donor acquisition efforts: Diversify appeals and seek new funding sources.
7️⃣ Broaden your funding streams: Explore alternative sources, including corporate partnerships, major donors and political campaign collaborations where appropriate.
8️⃣ Reaffirm organizational core values with staff and board members: Make sure leadership is aligned in your nonprofit’s strategy and response.
Proactive Steps to Ensure Long-Term Stability
Beyond immediate actions, nonprofits should also prepare for whatever comes next by taking a proactive approach:
✅ Develop a crisis communication plan: Be ready to address challenges before they escalate.
✅ Update your website: Ensure your site clearly communicates how people can support your organization and make sure the online donation process is seamless.
✅ Optimize nonprofit directory profiles: Ensure your pages on Candid and Charity Navigator are fully updated with impact data—not just the basic details auto-populated on these platforms.
✅ Invest in professional marketing and PR support: Strategic guidance can help refine messaging in ways that maintain credibility while keeping critical funding intact. Think about ways you can seize the current news cycles to gain earned media coverage and thought leadership for your cause.
✅ Increase your marketing budget: Visibility matters now more than ever. And, if that feels impossible now, how can you continue to prioritize a healthy brand and thought leadership for your organization? Is there a donor who understands the value of marketing that might help you make that happen?
Moving Forward—Together
There is no single solution that fits every nonprofit organization. Each one must assess its mission, values and unique circumstances to determine the best course of action. The most important thing we can do is move forward thoughtfully, get back to the basics and support one another.
We think it is also important to note that it’s important to “feel all the feels.” As people drawn to caring professions, we feel things deeply. And, we also tend to see ourselves as our work. And, this feels like a very personal attack not just on our missions but on ourselves and our teams. As leaders, it’s important to acknowledge how the administration’s actions impact the people we work alongside. It is so critical to take care of yourselves and your team at this time.
If nothing else, let’s commit to answering the phone when a fellow nonprofit leader calls. Let’s listen, strategize and help each other through these challenges. Because together, we can continue making a significant impact—no matter what changes come our way.
