Communicating During Uncertainty

Uncertainty can shake even the most well-run organizations. A funding gap, leadership change, shifting community needs, or a sudden crisis — each can test not just operations but trust. Yet how you communicate in those moments can strengthen relationships, not weaken them.

Uncertainty isn’t the time to go silent — it’s the time to go intentional.

Lead With Transparency

People don’t expect you to have all the answers. They do expect honesty. Share what you know, what you’re doing to learn more, and when they’ll hear from you again. Transparency builds credibility, even when the news isn’t ideal. A simple update that begins with “Here’s where things stand today” can calm speculation and keep your stakeholders anchored to you, not the rumor mill.

Focus on Values, Not Variables

When everything feels in flux, your mission and values become your North Star. Center every message around what remains constant: your commitment to your community and your purpose.Instead of overpromising certainty, show steadiness — remind staff, donors, and partners that while details may change, your direction hasn’t.

Show Empathy and Agency

Acknowledge how uncertainty affects others. Avoid generic phrases like “We appreciate your patience” and instead connect with sincerity:

“We know this transition raises questions — it does for us, too. We’re committed to moving forward together.”

Then, offer clear actions or next steps. Empathy builds connection; agency builds confidence.

Communicate More, Not Less

Silence fuels anxiety. Regular updates — even brief ones — reassure people that progress is happening. Use multiple channels: a short email to donors, a staff huddle, or a social media post to your community. The goal isn’t perfection; it’s presence.

Close the Loop

When decisions are made, outcomes resolved, or stability returns, close the story. Tell people how you got there and what’s next. It signals reliability — that you don’t just show up when things go wrong, but when they go right again.

Uncertainty is inevitable. Mistrust is optional.

Clear, empathetic, and consistent communication keeps your stakeholders aligned when everything else feels unsteady. It's about finding the right message for the moment, rooted in mission, and communicated with clarity.