AFTER THE STORM: COMMUNICATING EFFECTIVELY DURING DISASTER RECOVERY

In the aftermath of a natural disaster, timely, clear, and compassionate communication is essential for nonprofit organizations seeking to raise support for recovery efforts. Whether you are in this situation now or in the future, here are things to consider to help you stay connected to your donors – both immediately after you have assessed the damages, and in the months following as you continue to rebuild.

Where to start 

Once you have assessed the damages and identified urgent community needs, it's time to initiate your communications. But don’t wait too long. You don’t have to have all the answers before you start to reach out. Prioritize transparency and urgency in your outreach, while also offering hope and tangible ways for donors to make an impact. Early communications should focus on immediate needs and establish a foundation for ongoing updates as recovery efforts continue.

If your organization was affected by the disaster

Keep your donors, participants, and community updated as frequently as possible. Use social media and email to show images, share stats and tell stories. Lead with empathy and an understanding that the readers also may be impacted by the disaster.

Identify a communications point person. During a crisis, it’s often an “all hands on deck” approach to recovery. But if everyone is communicating with their own constituents within an organization, some people may get overwhelmed and the messaging might not be aligned. Have one point person collect and request all information (including videos and photos) and they will determine to whom, when, and how information is disseminated. 

If you’ve temporarily halted a program, explain why and when you expect to resume service. Emphasize that your focus is on participant safety and meeting current critical needs.

Ask for what you need. Be specific and lift up needs large and small. If you need volunteers, ask for people with specific skills, letting them know what actions are needed and when. If you can't handle volunteer support yet because it's not safe, tell them you will let them know when the time is right. Direct emergency appeal funds to a general, unrestricted fund in order to offer flexibility in using them where needed most. Update the needs list often and say thanks for every bit of help you're receiving.

Show people how your mission is relevant in the crisis. Show what you CAN and ARE doing. Are you a respite center for weary residents without power or water? Have you diverted resources to help your community deal with the crisis? Connect the dots from your mission to the current need.

Don’t talk about the future until you are ready. Stick to the facts. As you are assessing the damages and planning for repairs, make no promises on when the repairs (or rebuild) will be complete. Reiterate your commitment to your mission and that you will keep them informed of progress. It’s highly possible that the timeline and/or scope of your project will change over time. Leave yourself room to provide the right information at the right time.

If you weren’t in the storm’s path, but are serving a community that was

Acknowledge your concern and sympathy for those who are suffering. If you are part of a larger national organization that has coordinated a relief fund, let your community know about the good work that fund can do.

If you raise money for hurricane relief, be clear on how this differs from your normal fund drive.

Keep telling your story. There is still need in your community. Local donors may be more generous than ever as they reflect on their blessings.

Moving into recovery

Once the immediate crisis is over, you'll probably still be left with your normal year-end fundraising goals, capital campaign needs and more. How do you transition between messages?

Remind people that the storm only exacerbated the needs you were already addressing. Most likely, the need is even greater now.

If it’s necessary to change the focus or timing of a campaign, be transparent about what has changed and why. That may require personal visits with some key donors and partners.

Be excellent stewards of the relief gifts you receive. Perhaps the silver lining in these very dark clouds is a chance to bring new donors to your organization. Ensure prompt and relevant acknowledgement of their gifts and be sure to keep them informed as you continue to rebuild and support your community.