Strategies to Communicate During Turbulent Times

It’s noisy out there, and for nonprofit leaders, cutting through that noise is tough. Executive Directors and Communications Directors are navigating heated debates on housing, affordability, and justice, all while stretching limited resources.

At a recent Community Connect gathering, we explored how leaders can communicate with clarity and confidence. We also drew inspiration from the research of Nat Kendall-Taylor and the FrameWorks Institute, which offers smart, actionable strategies for framing social issues.

Here’s your practical, field-tested guide to communicating with purpose and power — even when the ground feels like it’s shifting beneath you.

1. Frame Messages Around Shared Values

Values like fairness, solidarity, and interdependence have the power to cut across divides. They ground your message in what people care about most.

Real-world examples from the field:

  • In New York, a fair taxation bill passed with bipartisan support — thanks to framing the issue around fairness for all residents.
  • Almost all affiliates are facing backlask from NIMBYism. Many have had success by reframing the conversation to show how affordable housing strengthens local economies and keeps essential workers living where they work.

Your affiliate’s brand guide should clearly define your core values. If you don’t have one, start with the Habitat for Humanity International (HFHI) brand guide as a reference.

2. Use Clear Language and Focus on Solutions

People tune out when they feel overwhelmed by the problems we face. “What can I do about it?” leads to paralysis and a lack of engagement.

Keep your communication and advocacy strategies simple and action-focused on the future and what’s possible.

What works:

  • Share clear, specific actions — like emailing a representative or attending a meeting.
  • Emphasize the impact of these actions, not just the activity.
  • Be clear with your community what it will take to overcome these challenges and what their specific role is.

As Habitat International has focused more and more on advocacy, they have launched templates that you can share with community members to contact their representatives. Making the action as easy as possible increases the likelihood of individuals taking action.

Tip: Always include a clear “what’s next” — sign a petition, share a story, or join an event.

3. Swap Jargon for Concrete Explanations

Terms like “affordable housing” or “systemic barriers” can feel abstract or have long standing bias. And, these terms have become politically loaded, which leads people to retrench to their political ideologies. Make them real.

Stay away from jargon and simplify language to be more reflective of reality.

Here are some samples:

  • Rather than “affordable housing,” talk about “workforce housing,” “housing that is affordable,” or “entry-level housing.” Unfortunately, affordable housing has a stigma attached to it.
  • Rather than saying “systemic racism” consider using clear explanations like “families of color didn’t have access to mortgages” or “families of color couldn’t move into certain neighborhoods.”

4. Don’t Rebut Criticism — Reframe

Fighting critics point-for-point often amplifies their arguments. Instead, stay proactive and lead with your values.

During our recent community gathering, Habitat Bucks shared how their affiliate stayed bold on wage policy, focusing on solutions rather than defensive messaging. This kept their advocacy strong and mission-focused.

Tip: Redirect the conversation back to your mission. Let your values, not your opponents, guide the narrative.

5. Choose the Right Messengers

It’s not just what you say — it’s who says it. Trusted messengers bring authenticity and credibility to your communications.

Consider ways that you can diversify the individuals or entities that are communicating the challenges your community faces and the solutions your organization can carry out.

Examples from the field:

  • Many affiliates have started utilizing a speakers bureau to harness passionate volunteers to share stories. This is an opportunity for community members to go out into the community and tell their own Habitat Story.
  • Other affiliates bring homeowners to advocacy events, letting them speak to the direct impact of your work.
  • Other affiliates have been working with local businesses, like hospitals, and schools to share the challenges around finding employees who can afford to live in the community.

Tip: Start building a local “bench” of advocates — business owners, faith leaders, homeowners — who can amplify your message through their personal story.

Use the Tools at Your Fingertips

You don’t have to go it alone.

Community Connect offers advocacy tools, campaign templates, and ready-to-use content to help you craft powerful messages while saving time. Check them out and start amplifying your impact.