Why It's Time to Amplify — Not Soften — Your Communications
October 9, 2025
By: Peter Panepento
If you’re a foundation or nonprofit leader of a certain age, you remember the pain of 2009.
In 2009, the Great Recession had shaken our sector to its core. Fundraising for America’s top 400 nonprofits declined by more than 11% and foundation grantmaking fell by nearly 9%.
Organizations across the U.S. laid off staff and cut services at a time when community need reached historic highs.
Yet in the face of one of the darkest economic times in our nation’s history, Catholic Charities USA saw its 2009 fundraising revenue jump by a whopping 66%.
How did this one national organization meet the moment and increase donations when so many others were in crisis?
Part of the answer lies in its communications strategy. During the Great Recession, Catholic Charities:
focused on telling powerful stories,
empowered its leaders to speak directly and passionately about the needs facing their communities, and
raised its voice at a time when many others were quiet.
Catholic Charities doubled down on getting its message right and inspiring its donors to dig deep.
The result: it was able to ramp up its support to communities across the U.S. that were ravaged by mortgage foreclosures and layoffs.
Today, we are navigating a new period of turbulence and uncertainty. Economic conditions were certainly much bleaker in ’09, but the sense of fear today is ever-present — and it’s growing more intense by the day.
Many foundation and nonprofit leaders are understandably cautious right now.
But while it’s wise to be careful about what we say and the stories we tell, we cannot let caution retreat into silence.
A wiser, more productive path is to follow the example of Catholic Charities in 2009 and invest in telling our stories with clarity and passion.
Organizations that consistently prioritize effective messaging and emotional storytelling are more likely to deliver on their missions and connect with donors and supporters. They also give people much needed hope.
These organizations will put themselves in position to weather today’s storm — and will build the muscle needed to conquer future challenges.
If you’ve been feeling the urge — or pressure — to dial back on your communications and marketing, here are five reasons to resist those forces and amplify your voice.
More People Will Hear You
When others are scaling back, you have a chance to fill the void.
You’ll have opportunities to generate more earned media, attract greater attention on social media, and command lower rates for your marketing and advertising spends.
Of course, you must show up with effective and timely messaging and storytelling to take advantage of these opportunities.
But if you retreat, others will gladly step in and own the conversation.
You’ll Build Trust and Loyalty
Donors and partners are looking for reassurance and reliability during uncertain times.
By staying consistent with your messaging and storytelling — and calibrating your messages and stories to meet the moment — you project strength and stability, which build trust and loyalty.
You’ll Rebound More Quickly
During past crises and recessions, companies that scaled back on their marketing had a harder time winning back customers once the economy turns.
The same dynamic holds true for social good organizations. If you pull back now, you’ll have a much harder time ramping up when conditions improve.
Conversely, if you keep telling your story, you won’t need to win back trust and gain attention. You’ll already have momentum.
You’ll Become More Resilient
When you go to the gym regularly, you become stronger and build endurance — traits that can help you power through physical challenges that might otherwise wear you down.
You do the same thing when you are consistent with communications and storytelling. You build muscle that helps you stay strong and powerful for the challenges of today — and in the face of future challenges and obstacles.
You’ll Stand Up for What’s Right
Now is not a time to let others define you or the communities you serve.
Stepping back gives others the opportunity to flood the zone with messages that are inaccurate, inflammatory, and divisive.
And when those messages win out, they often become accepted truth.
It’s important to stick to your values and stand up for what you believe in — in good times, but especially in times of great uncertainty and change.
If the voices coming from your boardroom, your leadership team — or from your own head — are arguing it’s time to scale back and stay quiet, remember the example of Catholic Charities.
Playing it safe may feel like the most prudent move, but it’s more likely to set your organization back and limit your ability to serve the people who count on you the most.
A better course is to find the courage to commit to standing up for your values and the communities you support.
It may feel uncomfortable and risky. But the likely reward more than outweighs the risks that come from retreating.
