Our missions don’t stop in times of crisis.

However, during natural disasters, such as the ongoing California wildfires, it’s crucial for nonprofits to communicate with compassion and empathy.

Here’s how to avoid sounding insensitive:

Revisit your messaging cadence and content. Acknowledge the gravity of the situation and express solidarity with those affected before making any appeals. Consider delaying non-critical messages to audiences in impacted areas.

Focus on alignment with the crisis. If your organization is directly supporting those in need, highlight how your mission contributes to recovery efforts or addresses urgent community needs.

Check in personally. Reach out to participants and donors in affected areas with a simple message of support. A personal text or email can go a long way in reinforcing trust and connection.

Above all, ensure that your communication is sensitive, timely, and demonstrates genuine care for the people and communities impacted.