No organisation – big or small – is immune to a crisis. The recent cyber-hacking on major retailers tells us that.
For charities, however, the implications of a crisis can be catastrophic. Without substantial profits to pull from, charity crises ultimately risk removing vital services from those most vulnerable in society.
At Represent, we’ve spent years helping charitable organisations of all sizes weather reputational storms. Here’s what we’ve learned and what every charity should know about crisis management for charities.
Why crisis management matters for charities
Charities are often regarded as some of the most trusted institutions, but that trust is fragile. A single negative headline, a sniff of financial irregularity, or a governance issue can have far-reaching consequences.
Funding can be pulled. Staff and volunteers may experience a decline in morale or even leave the organisation altogether, and as media attention intensifies, public trust is damaged, and donations decline. Most critically, the people you serve can be caught in the crossfire.
Effective crisis management protects charities from this eventuality, providing clear direction and the opportunity to take control of the narrative.
Proactive crisis management can limit reputational damage, maintain stability, preserve stakeholder confidence, and even drive positive change such as stronger governance and better communication.
When handled well, a crisis can even reveal an organisation’s strength, highlighting integrity, leadership and transparency.
Preparing your charity crisis management plan
In today’s 24/7 news cycle, where silence breeds speculation and public opinion moves fast, crisis planning is fundamental. That’s where we come in!
The best crisis response? One you never need to use but are fully prepared for. A strong crisis management plan clearly outlines potential scenarios, who is responsible for what, channels of communication, and key messaging across every stakeholder group and channel.
At Represent, we build these plans with you, refining messaging, identifying risks, running simulations, and stress-testing your team so no one is caught off guard.
1. Start with your internal crisis team
Every charity, no matter its size, needs a dedicated crisis team. This group should include people who understand your organisation and can act quickly.
Together, this group should map out realistic crisis scenarios and set a response framework for each. Whether it’s a safeguarding issue, a social media comment, or negative press, clarity on who does what is key. The more tailored your plan, the more resilient your response.
2. Know and engage your stakeholders
Stakeholder engagement shouldn’t begin when a crisis hits, it should be ongoing. Your donors, volunteers, beneficiaries, and community partners all play a role in your reputation. Keep them informed year-round. Share your wins, your challenges, and your impact. When people understand your value, they’re far more likely to support you when things go wrong.
Your crisis plan should include customised messaging for each stakeholder group, ensuring consistency and clarity in your communication.
3. Anticipate your crises
No two crises are exactly alike, but the warning signs often are. With more than two decades of experience supporting third-sector organisations, we’ve seen it all. Some of the most common triggers include:
- Financial scandals or misuse of funds
- Leadership misconduct or governance failures
- Social media backlash
- Controversial partnerships or affiliations
Each type of crisis requires a tailored response, but all demand speed, transparency, and control. (You can explore more on today’s challenges in our recent report, ‘The Future of Charity Marketing’.)
4. Train your team to communicate with confidence
If a crisis goes public, you need people who can communicate with clarity and compassion. Spokespeople, especially leaders, should be media trained.
At Represent, we offer media and scenario training for charity leaders and comms teams. We help your team prepare for the tough questions and stay composed so that your message cuts through when it matters most.
It’s not just about “getting through” the interview; it’s about showing leadership when it matters most.
Life after crisis
Rebuilding after a crisis is absolutely possible, but it takes intention and solid PR planning. The post-crisis phase is your chance to shift from defence to recovery. That means being transparent about what’s changed, demonstrating accountability, and inviting the public to move forward with you.
An unexpected crisis can completely derail a charity. Taking control of your crisis management strategy gives charitable organisations the tools to weather the storm and come out even stronger.
If your charity doesn’t yet have a crisis response plan, or if you’re unsure how to strengthen your current approach, we’re here to help. Contact us today.