A nonprofit that does not operate like a business is a nonprofit that is short-lived.
Having started with a vision, from which a mission was crafted, an organization has come together. There is a Board of Directors, an Executive and a staff. There is an office, a budget, a program and a fundraising strategy.
Now what?
Starting a non-profit is easy; sustaining it is hard. Juggling the interests, needs and demands of varied constituencies takes a deftness and a commitment that are rare. Many non-profits are the result of one person’s vision and dreams, but a visionary is not always a manager. Clashes between Executive and Board are common and the “Forming, Storming, Norming and Performing” principle is an unavoidable aspect of a non-profit’s birth and maturing.
One of the things frequently missing from a non-profit’s voluminous manuals is a PR plan for disaster recovery. From an employee stealing a donor list, to an executive cooking the books, to a Board member arrested for . . . ., well, image it! – make sure you have a plan, review and update it frequently, role play it, and if the worst happens, follow these steps:
- Spill the beans! The sooner the better, tell the story, the whole story.
- Apologize and take responsibility.
- State the corrective measures that are already underway; be contrite, promise restitution.
- Make yourself available to the media and answer all questions honestly (but succinctly).
- Do it yourself; do not let your lawyer speak for you (unless it concerns a criminal matter).
Example of good PR crisis management: Johnson & Johnson (Tylenol tampering; 1982)
Example of poor PR crisis management: Governor Mark Sanford (Argentine mistress, 2009)
If we can help, with matters ranging from media positioning, to strategic planning, to crisis management – and all the other small and large aspects of running a non-profit, call us at 770-455-8088, or send me an e-mail: lyasorano@lyasorano.com
The Oliver/Sorano Group, Inc, is a business development consultancy established in 1980. It supports clients in a variety of industries with marketing and PR advice and services.
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