Should Nonprofits Speak Up In Social Movements?

Did you know that an estimated 71% of people think it’s important for businesses to support social movements? Many organizations often wonder if they should speak up or stay silent on social issues and if their choices will impact their public relations strategy in the future.

Let's use the current pandemic of coronavirus as an example. When COVID-19 began, companies across the U.S. (including nonprofits) quickly stepped up to reassure frightened Americans that they were there for them; that we are in this together. Now shift your focus to what's going on now with the racism pandemic. Not only is racism is associated with a host of psychological consequences. but the stress can contribute to cardiovascular and other physical diseases. And although many organizations speak about diversity and inclusion, they tend to remain silent.

It's important to take your nonprofit's values into account during these social movements. You shouldn't make the decision to jump into a social movement because it's trendy; you should speak up because it is a belief that runs through your brand. It should be a discussion when creating your marketing strategy: what stance you will take on a social issue or movement and how you will inform the public. 

So what can you do as a nonprofit?

SPEAK OUT ON SOCIAL MEDIA: This is the fastest and most efficient way to spread your message and encourage engagement. Be aware though that this also means you leave yourself open to criticism and risk losing control of the actual message. The most important public relations component of that is to have a crisis management plan in place that clearly identifies your response if/when people react negatively.

SHOW YOUR SUPPORT FOR LOCAL, BLACK-OWNED BUSINESSES: Becoming a better ally begins with education, showing up and supporting on a local level. Since the coronavirus outbreak, the number of working African American business owners has plummeted more than 40%, which is far more than other racial groups. Seek out and support black-owned businesses in your community by using resources like Green Book Tampa Bay.

DONATE A PORTION OF PROFITS: Nonprofits can donate resources to support social justice, help community organizers in their fight against racial inequality, and offer solidarity to the Black community. There are many organizations that are accepting donations, including Black Lives Matter, George Floyd's Memorial Fund, and the NAACP Legal Defense and Educational Fund.

Leave a comment below sharing some other ways nonprofits can show their support.

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Author Shannon Fernandez