When you think about your organization’s reputation, what do you think the public’s opinion is? Is it good? More specifically, do they believe you are fulfilling your mission? Why? Is there anything that could hurt your organization’s reputation?
Let’s talk about that…
It’s pretty clear that you want your organization to have a good reputation. You want to show that you are fulfilling your mission, being advocates, or doing whatever your organization does. Much of this is done on an individual donor in what we love to call “stewardship”. Stewardship, fulfilling the wishes of the donor through proper management to of their gift, is great for word of mouth. But as part of your public relations plan should also include stewarding the community, gift or no gift. Not only will this build your reputation, it will also help to protect it.
How do you do that? Be clear in your messaging. Invite press to your events. Instead of stock photos on your websites, brochures, and letters – use your clients (with signed media releases, of course). Use social media. Have a social media policy. Be specific and intentional with what you release and who you are releasing it to.
But what happens when people start to view your organization as “not so great” or not on the “up ‘n up”? For example, in 2013 the director of the Cleveland Museum of Art resigned due to their connection with an extramarital affair with a museum employee who ended up committing suicide. There have been rumors that certain CEO salaries are extraordinarily high. And some organizations, due to their religious or ethical reasons, withhold help to persons in the LGBTQ community. These incidents can happen overnight and have dire effects on an organization.
If you find your organization in a bad place with the public, it’s time to enter crisis management mode and try to rebuild your reputation.
DO. NOT. DO. THIS.
Thankfully, the Lilly Family School of Philanthropy recently covered crisis leadership in their Current Affairs Fundraising Series (I’m a fan of the school but did not get paid to promote this program). Bill Stanczykiewicz, Director of The Fund Raising School, provided us with the following information:
- You need a Crisis Leadership Team
- You need to establish a process and definition of what those pieces of the process look like
- You need to communicate
Most organizations have had the opportunity to address some form of crisis with the COVID-19 crisis. We’ve had to put together a team regarding how we’ll operate and when we’ll open, re-open, or work from home. We hade to address in a timely manner, make some critical decisions, coordinating services that we may be offering. And while our organization’s reputation wasn’t damaged, this is reputation maintenance and, in some cases, enhance your organization’s reputation.
If there is anything one thing that you remember after reading this:
Remember this:
Donors and beneficiaries of your organization trust you. In order to maintain that trust, you have to be honest and transparent. Please, be honest and transparent.
Fundraising with Jenn 