Sounding the Alarm on SNAP: Lessons for Communicators
November 6, 2025
By: Peter Panepento
Many social good organizations have been cautious throughout 2025 in how they talk about the urgent needs caused by the policy changes and economic forces that are fraying key parts of our social safety net.
But that’s starting to change.
In the past week alone, dozens of U.S. community foundations have activated funds or issued appeals to donors urging them to support those impacted by drastic cuts to the Supplemental Nutritional Assistance Program (SNAP).
And we’ve heard from many more who are developing funds or communicating with their donors about how they can help support their neighbors in need.
Their communications promoting these efforts show how social good organizations can effectively frame a disaster caused not by Mother Nature, but by government inaction — and how they are doing so during a time of intense political division.
In each case, they’re staying away from placing blame or engaging in politics.
Instead, they are plainly — and effectively — using their voices to help address a crisis.
Whether you work for a community foundation, nonprofit, private foundation, or an organization that serves the field, these recent communications offer a roadmap for how to meet the moment with your messaging.
Here are five best practices we’ve found while reviewing recent appeals and statements created by community foundations.
1. Name the crisis — without placing blame.
Many community foundations are using strong, urgent language to describe the cuts, in some cases equating the loss of benefits to a major disaster.
Phrases used include: "drastic federal funding cuts," a "key thread... will be torn away," and a "crisis as big or bigger than the pandemic."
But while they are not holding back in emphasizing the scale of the problem, they are being careful not to make statements that distract from the goal they aim to achieve.
The messaging is about the challenge facing their local communities, not the ideology or actions (or lack thereof) of elected leaders.
2. Focus on local, quantifiable impact.
Most of the communications use clear, verifiable data to show the extent of the impact on their local communities.
Here's how Oregon Community Foundation set up its message about the cuts to SNAP:
“This weekend, one in six Oregonians — 757,000 people — expect to lose federal food benefits known as SNAP. This includes more than 210,000 children.”
Stark, direct, and clear.
While statistics are often not enough on their own to drive action, in this case the mere scale of the urgent challenge grabs attention and prompts people to address the problem.
3. Provide context.
Many of the statements and appeals go beyond simply defining the number of people impacted by the loss of benefits.
They are also putting the cuts in context by highlighting how community nonprofits are already overextended and under-resourced.
In some of the most powerful cases, they share examples of how organizations in their communities have already been stretched due to previous funding cuts and economic challenges.
4. Acknowledge limits.
Many of the community foundations are clear that philanthropy doesn’t have the resources to address the massive size of the challenge — and stress that it cannot be solved by any single entity.
They appeal directly to donors and their communities to step forward through donations, volunteering, and advocacy to ensure a coordinated or “full-system response” that involves philanthropy, government, business, and nonprofit partners.
This approach not only sets appropriate expectations for what’s possible, it also states the case for a more permanent solution — and encourages audiences to advocate for long-term change.
5. Show a path forward.
While many organizations are focused on the here and now, some have pivoted their messaging on what comes next.
Hawaii Community Foundation, for example, has framed its messaging around how it has been working with the community to not only understand the problem, but position Hawaii for long-term stability.
It outlines a systemic plan for stabilizing the finances of nonprofits, providing capacity building and technical assistance, and delivering support to parts of the community that are often overlooked in emergency situations.
“By investing in these areas, the Hawaii Resilience Fund protects the nonprofit infrastructure; ensures continuity of essential services; and equips communities, families, and future generations for long-term resilience.”
The last several months have given social good organizations plenty of insight into the unique challenges attached to communicating in today’s climate.
Many are now finding ways to get their message across effectively, while limiting risk — all with the goal of supporting their communities through a time of great change.