Nonprofit Leadership

The nonprofit and social impact sector is bracing for a new kind of crisis — one driven not by a sudden disaster, but by the slow erosion of federal funding for health, human services, and conservation efforts. The trickle-down effect will be widespread, creating a chain reaction of funding realignments, unexpected shortfalls, and increased competition for limited resources.

For many organizations, these budget shifts won’t be a distant concern — they’ll be an immediate existential threat. Many providing direct services will find themselves forced to justify their existence, making the case for why food access should take priority over education, or why housing deserves investment over healthcare. But this is a false choice. These issues are not isolated — they are interconnected, part of what we at Next Stage call the social drivers of everything.

No single mission stands alone. The success of any individual — or an entire community — relies on the work of many. And that’s exactly why social good collaborations are no longer optional. They’re a necessity.

Crisis as a Catalyst for Collective Action

Next Stage is motivated to support collaboration for exactly this reason, and our work to advance collective efforts is becoming a bigger part of our company’s service offerings.

Given the importance of collaboration to the funding community, one might expect a more expansive body of evidence-based research advocating for it. The Sustained Collaboration Network makes a compelling case for social good collaborations in their 2024 report, Nurturing Nonprofit Collaborations: Insights for Philanthropic Funders. Of the 45 collaborations studied, 73% demonstrated quantifiable success, reinforcing the effectiveness of collective approaches.

Unfortunately, it often takes a crisis to bring people together to collaborate. When a hurricane decimates a community or an earthquake shakes the infrastructure of a city, the institutions positioned to help leap into action. No one is debating mission creep or defending their funding sources when a crisis is actively causing harm.

Our passion for collaboration was forged in the early days of the COVID-19 pandemic — another crisis that taught us a lot about the interrelationship of social impact. It proved the importance of neighborhood-level trust brokers — community-based organizations (CBOs) that serve as a critical bridge to ensuring the delivery of services (and vaccines) to disinvested community members uncertain of who to trust. Our communities were forever changed by the pandemic, with CBOs now firmly positioned as a critical link in the supply chain of social good.

The Next Crisis Is Already Here

The dismantling of America’s social safety net is happening with record speed. Government and nonprofit service providers alike are preparing for significant funding cuts that will negatively impact individuals living below the poverty line (and this is to say nothing of the global impact of dismantling USAID, but that is a blog for another time).

Like a rollercoaster approaching the zenith of its incline, we’re preparing ourselves for the uncertainty of the plummet still to come. If only we could transport ourselves a few years in the future where, with the benefit of hindsight, we’d be able to offer counsel to each other. We might share the following as advice:

1. Leverage preexisting relationships. The hardest time to build trust is in the middle of a crisis. Your best bet is to tap into partners where there’s already a history of working together. That being said, if you haven’t yet mapped out your ecosystem of collaborators, now is the time. Identify organizations in your network with complementary missions and aligned values, and work to deepen those relationships. The strongest collaborations don’t start with formal agreements — they begin with mutual trust and a willingness to support one another.
   

   ---

2. Develop your communication carefully. Organizations can fall into the trap of positioning their funding crisis as the main headline rather than the outcomes of their services. The sudden loss of funding makes for a compelling news story, but it typically doesn’t motivate generosity the way human-centered storytelling can. Donors, funders, and stakeholders need to understand the people behind the numbers — the lives changed, the impact made, and the ripple effects of the work. Now’s the time to refine messaging, ensuring that your organization’s value is clear, compelling, and easy to articulate.
   

   ---

3. Manage for now, but plan for the future. While the need in front of us feels urgent and visceral, it’s important to take the long view. Your institution is likely going to need to manage change and make difficult decisions in the months and years to come. But keep in mind that an inspirational vision is among your most important assets. In times of uncertainty, people follow leaders who offer more than just stability — they follow those who can paint a picture of what’s possible. Even as you navigate immediate financial challenges, stay focused on the bigger picture. What does success look like five years from now? How can your organization evolve to meet the changing landscape?

A Time for Collaboration, Not Competition

We’re approaching an inflection point. The months ahead will test organizations in ways they may not yet fully understand. But if there’s one lesson to be learned from past crises, it’s this: no one wins by going it alone.

No single mission is most important, because the success of any service provider is dependent on the work of others. Collaboration is not just a strategy for survival — it’s the best way to drive meaningful, sustainable impact.

This isn’t the time for territorialism or scarcity mindsets. It’s a moment to double down on partnerships, lean into collective solutions, and recognize that our greatest strength has always been — and will always be — each other. The question isn’t whether collaboration is necessary. The question is whether we’ll embrace it before the crisis forces us to, and if the lessons learned will lead to a permanent change to how social good gets done.

Want the latest social good trends, insights, and inspiration delivered straight to your inbox? Subscribe to the Impact Insider today!

As the post-election dust settles, we wake in a world still deeply divided. Division and polarization continue to permeate our society, creating significant barriers to positive social and economic change.

It may feel as though this level of division is a uniquely American experience, but rising political and social divisions are a global challenge, threatening the foundations of community, trust, and cooperation worldwide. As noted in Giving Tuesday’s 2023 “Giving Bridge” trend report, many countries are grappling with fractured public landscapes, where conflicting viewpoints and values threaten to widen gulfs between people.

Source: The Giving Bridge: A Lookback at 2023 Trends in Global Generosity

But for U.S. nonprofits, these divisions present a unique challenge—and a unique opportunity. As Giving Tuesday and the year-end giving season approach, organizational leaders may wonder how to best appeal for support amid this highly polarized environment. How can they build strong, lasting connections with their communities when people’s trust in institutions, government—and each other—feels so frayed?

Recognizing Generosity as a Bridge

The nonprofit sector has an opportunity—and a responsibility—to play a role in bringing people together. Why?

Because nonprofits are uniquely positioned to bridge divides.

According to the Independent Sector’s 2024 report, Americans trust nonprofits more than corporations, the government, and the media when it comes to reducing national divisions. This trust empowers nonprofits to lean into their role as unifiers, offering people a path to connection rather than conflict. 

Source: Independent Sector, Trust in Nonprofits and Philanthropy

What’s more, Giving Tuesday’s report suggests that people are more willing to help others whose values or lifestyles may differ from their own when that connection is rooted in respect, care, and generosity.

These findings suggest that macro ideological differences tend to fall away when people are presented with opportunities to help others, especially through acts of giving and volunteerism.

And this powerful “giving bridge” concept—that generosity can act as a connector between people—is one that nonprofits are well-suited to embrace.

Creating a Giving Bridge in Your Year-End Campaign

Ahead of the upcoming season of giving, nonprofits can help mend divides by drafting messaging that advocates for common ground, community, and human connection.

Here are three strategies for creating more resonant, human-centered communications that invite donors to become part of something greater:

• Shift the Narrative. Your nonprofit is not the “hero” of the story—your supporters are. Use your messaging to show donors they have the power to drive change through your work. Instead of focusing on your organization’s efforts, highlight how donors make a tangible difference, inviting them to be part of something bigger. At Next Stage, we design movement-building brand strategies, informed by the StoryBrand framework, that help nonprofits empower their supporters as the true heroes of their missions. Here’s how it works in practice:

Before: “We provided shelter to 500 families.“

After: “You helped 500 families find safety.“

By positioning donors as heroes, you transform fundraising into a shared journey, deepening their commitment and making them integral players in your mission—not just passive supporters. These human-centered appeals inspire lasting impact and reinforce the power of generosity.

• Tell Empowering Stories. Move beyond storytelling that positions people’s hardships as the emotional drivers of your appeal. Instead, highlight the positive outcomes generosity creates—with an emphasis on empowerment rather than collective sympathy. Showcase stories that capture the strengths and achievements of the people your nonprofit supports, letting donors see the full picture of what their generosity enables through your programming. By focusing on outcomes and dignity, nonprofits can inspire support grounded in respect and shared humanity.
• Build Belonging Between Your Supporters. Create opportunities for donors to feel a sense of belonging with your organization. In essence, aim to create a support community that embodies the giving bridge concept itself. Nonprofits often build one-to-one relationships with donors, but they rarely encourage donors to connect with each other. But by acting as a catalyst for cross-donor connections, nonprofits can nurture a vibrant and engaged philanthropic community united in shared purpose. Creating spaces for supporters to engage with one another—through local events, online platforms, or peer groups—can help them feel like they’re part of an impactful, values-driven network.

Healing Division Through Generosity

I know many of you may be feeling conflicted about the world and your nonprofit’s place in it. And it’s important to take the time to reflect and heal before recommitting to advancing social good and support for our communities.

But at a time when 94% of Americans are worried about growing divisions and a lack of national unity, we want nonprofit leaders to take heart knowing that their work is largely seen as part of the solution.

Source: Independent Sector, Trust in Nonprofits and Philanthropy

Our communities need the hope and human connection nonprofits can provide—not just through the programs they deliver but through their ability to build cultures of caring and generosity that transcend differences.

So nonprofit leaders, when you’re ready, I hope you’ll feel empowered to forge a path of new possibilities and opportunities.

Because your work matters—perhaps now more than ever.

Let this upcoming season of giving be a call to action. Step forward not only as providers of impactful programs but as catalysts for empathy, understanding, and unity.

Because we each hold the power to bridge divides—one act of generosity at a time.

—

Want the latest social good trends, insights, and inspiration delivered straight to your inbox? Subscribe to our monthly Impact Insider newsletter today!