When everyone is asking for help, lasting impact comes from inviting participation rather than requesting rescue.
A wave of financial instability is building across the nonprofit sector. Policy changes are threatening major funding streams, and health and human services organizations are bracing for the ripple effects of government contraction that could have long-term implications on their operations, staffing, and programmatic impact.
In response, many organizations are preparing to shift their focus to private philanthropy. The hope is to “close the gap” before budgets go underwater, but there’s a real risk this strategy could backfire.
As many local nonprofits activate crisis messaging at once, the volume of appeal communications will reach levels that are hard to process. Because although each organization will tell its story with clarity and conviction, with urgent messaging that highlights clear consequences should support fall short, the reality is, there are only so many donors.
And perhaps more concerning in the current climate, there’s only so much attention and emotional energy available.
A recent system leader put it bluntly: Fundraising in this environment is like trying to fill an empty swimming pool with a Dixie cup. Point blank, there’s simply insufficient capacity in the private sector to make up for public sector shortfalls.
While the instinct to sound the alarm is understandable, organizations that lean too heavily into crisis messaging may inadvertently push away the very people they’re trying to reach.
So what if there was a different way?
Read on to learn how nonprofits can “cut through the noise” by centering community strength and inviting genuine partnership — even in the most challenging times.
When Crisis Messaging Becomes the Default
In times of uncertainty, organizations often fall back on communicating urgent need. Appeals become centered on organizational survival, painting a picture of programs at risk and community members who could go unserved.
However, need-based, organization-centric appeals are often not fully effective. While they may generate a short-term giving boost, messaging that frames a nonprofit as a central character needing the public to come to its aid changes the dynamics of relationship-building. Constituents must become saviors. Donors simply become a means to an end.
Over time, this approach can fatigue even the most loyal supporters.
And we’re already seeing signs of community disengagement. Across the board, people are pulling back from civic involvement. Because when people feel overwhelmed by societal pressures, they seek distance and distraction. That’s why a steady stream of crisis communications, no matter how well-intended, can increase that desire to retreat.
The good news is that nonprofits have something commercial brands spend millions trying to create: authentic purpose that naturally brings people together. So by making small shifts in how you talk about your work — focusing on possibility rather than peril — organizations like yours can build deeper, more sustainable relationships with your supporters.
Centering People, Not Programs
Next Stage’s approach to brand marketing is rooted in the belief that nonprofits are uniquely positioned to foster connection, belonging, and shared purpose. The challenge is to ensure marketing efforts reflect that dynamic.
We’ve adapted Donald Miller’s StoryBrand framework for social good institutions in a service line we call Movement-Building Brand Marketing. This approach uses the “hero’s journey” narrative structure to position the person hearing the message as the protagonist in their own story.
Movement-building brand marketing assumes that the people you serve, and those who support your work, are already on their own unique paths to creating change. Your organization becomes the “hero’s guide” who helps them stay on course — introducing them to others on the journey, creating opportunities for collective action, and reminding them they’re not alone.
When organizations market through this lens, stories highlight resilience rather than scarcity. Campaigns focus on what’s possible rather than what may be lost. And people receiving the message are treated as active participants rather than sideline observers.
What to Do Now: A Practical Starting Point
Here are three simple shifts you can make in your nonprofit’s communication strategy to help cut through the noise and make a positive first impression with new constituents and donors:
1. Affirm community strength in your messaging. Start with what’s already working. Shine a light on the grit, creativity, and determination of the people you serve. Let your storytelling reflect forward motion, even in the face of difficulty. Crisis communication tends to highlight need rather than showcase a can-do attitude in the face of adversity. Find ways to be strengths-based rather than deficit-based in your communication.
Instead of: Food insecurity is at an all-time high, and we’re struggling to keep up with demand. Without your help, families will go hungry this winter.
Try: Local families are finding creative ways to stretch their budgets and support each other through these tough times. Your partnership helps us amplify their resourcefulness by connecting them with fresh produce and cooking classes that build long-term food security.
2. Invite participation rather than transactions. Campaigns rooted in shared values tend to be more sustainable than those focused on crisis response. Consider the long-term relationship you want to build with your audience and develop messaging that invites them to join you (and others) in advancing a cause rather than solving a funding problem. Being part of a growing movement of caring people fosters a greater sense of purpose than having a one-to-one relationship built on the need for a financial contribution.
Instead of: We need $50,000 by December 31 or we’ll have to cut our after-school program. Can you help us reach our goal?
Try: Join hundreds of neighbors who believe every child deserves a safe place to learn and grow after school. Together, we’re building a community where working parents can thrive knowing their kids are supported, engaged, and developing skills for their future.
3. Focus on alignment, not comparison. Acknowledge the larger ecosystem in which you operate. Instead of arguing for your organization’s singular importance, emphasize the role you play within a broader community of partners. By lifting up your role in collaboration, you position the donor or funder in a role of catalytic action.
Instead of: As the only organization providing mental health services to teens in our region, we’re uniquely positioned to address the youth mental health crisis. Without us, these kids have nowhere else to turn.
Try: Your support helps us collaborate with schools, healthcare providers, and peer organizations to create a comprehensive network of mental health support for teens. Together with our partners, we’re ensuring young people have multiple pathways to healing and resilience.
Preparing for the Surge
If early indicators hold true, the back half of 2025 will bring a surge of appeals from nonprofits, particularly in health, housing, food access, and other safety net sectors.
As we enter this time of intense competition for attention, the instinct will be to lean into that urgency. But without thoughtful framing, your marketing’s call to actions may blend into the crowd or unintentionally contribute to a sense of futility — another wave of worthy causes crashing into supporters’ minds already awash with overwhelm.
So we encourage you to pause and consider your marketing approach. Ask yourself what story you’re telling and who you’re centering in that story. Ground your communication in belonging, community, and possibility.
The needs are real, but so is the strength of the people you serve. Let your brand reflect that. And let us know if we can help.
Help Shape the Future of Nonprofit Communications
We’re continuing our 2025 nonprofit leadership survey series to better understand how social good organizations are navigating today’s uncertain operating climate.
Join your fellow nonprofit colleagues and make your voice heard by taking a brief survey on the current state of fundraising communications. Your input will help inform strategies for digital engagement and donor activation, and we look forward to sharing those insights with you and the broader nonprofit community soon.
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