Foundations Brace for Battle
Foundations have been watching—and learning.
Over the past few months, they’ve seen what happens when institutions—law firms, universities—try to go it alone. Success lies in strength in numbers. Now, according to a piece in todays Wall Street Journal, some of the biggest names in the nonprofit world are aligning, preparing to defend themselves against a wave of political attacks from the Trump administration.
It’s taken time—longer than it should have—for various sectors to recognize the stakes. Even if they’re not today’s target, they’re likely tomorrow’s. The administration is betting on institutions that fold, not fight. And so far, early wins have only emboldened them.
But we’re now starting to see what it looks like when sectors push back—and win. Coordination is part of it. But just as critical is the story nonprofits tell about who they are and what they do.
That’s where many have faltered. Universities often struggled to articulate their role in life-saving research. USAID was gutted before many understood the organization’s impact. Only after programs were shuttered did the full story come to light.
Working as a group is part one part of the equation. It’s just as critical to paint a compelling picture of the work the foundations do, the services they deliver, the lives they impact—and save. Those real life stories have been missing in much of the coverage of other institutions over the past couple of months.
Build a proactive communications plan now.
Foundations have a powerful advantage: real-world results. They must bring those metrics and data points to life with anecdotes, personal profiles, video storytelling.
Demonstrate impact. Spotlight both tangible results and opportunities lost without this work.
Show, don’t tell. Paint a picture with real life stories, profiles of volunteers, any opportunity to put a human face on facts, figures and data.
The right voice and content for the right format: There are millions who are willing to support the work of foundations—but they need to be educated and they need to be reached. Identify the right voices for media and social who can be advocates for their causes.
Finally, use this moment to remind Americans of the values we stand to lose. The tangible work—public health, education, the arts, civics, climate, housing—matters. But so does what it represents: service, volunteerism, and a vision of America rooted in civic responsibility and soft power. Lose that, and we lose a piece of who we are.
An effective defensive and proactive communications plan is critical so that the organizations can shape and own the narrative, media cycles and drive public opinion.
That is how you move hearts and minds.