Crafting your public statement with empathy and authenticity

This year marks my 10th anniversary as the president of our nonprofit, Buckner International, and already this year I have experienced more uncertainty, panic and fear than the previous nine years combined. We live in a world where brands and corporate leaders are expected to weigh in on current events. The same is true of nonprofits, but before you rush to issue a public statement, I urge you to keep in mind two things: empathy and authenticity.

Nonprofits help — whether it’s people, animals or the environment, helping is what we do. The year 2020 is ripe with crises in the headlines: a global pandemic, systemic racism, police brutality, weakening of constitutional rights and corruption.

You may have an opinion on all of the above, but that does not mean that your organization, which you represent, needs to issue a public statement for every social or current event. As a nonprofit leader, you need to carefully analyze the impact of your nonprofit and determine whether a public statement is within the realm of your scope. 

Read the entire article on Forbes.com

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