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Communication During COVID and Crisis [Part 3/6]: Communicating Externally

April 6, 2020



In my most recent blog I talked, briefly, about day-to-day operations during COVID and crisis. I want to quickly summarize my tips from last time and then move on to the theme of the day.

  • Tip 1- Think creatively about how you engage in remote work.

  • Tip 2- Select digital tools carefully.

  • Tip 3- Care for employees and stakeholders.

  • Tip 4- Be informed.

  • Tip 5- Review big picture operations.

  • Tip 6- Don’t overwhelm yourself, or your people, with too much information.

Now, let’s transition to communication specific items. Today, I want to discuss communicating externally.


Nonprofits have many different audiences and each audience has a specific (or many specific) need. In my world we call this audience analysis. Your first step---identify what each audience needs, wants, and needs to know. First, think about your primary external audiences. 


Tip 1- Conduct an Audience Analysis


Once you identify your audiences, think about what they need/want/need to know. We are in full blown crisis communication mode and, as such, communication is paramount.


For reference, The Chronicle of Philanthropy has a wonderful resource devoted to communicating during a crisis. I like to look at crisis communication,