How to Create a Nonprofit Disaster Response and Communication Plan

Nonprofits are integral in providing resources and services for communities when they need it the most. So when disaster strikes, organizations must respond promptly—whether it’s an unexpected public emergency or an internal conflict that can negatively impact the nonprofit’s operations.

Preparing a concrete communication framework can help nonprofits operationalize how to respond to internal and external crises. Here, we’ll discuss a few ways to create a disaster response plan—and provide useful tools that help streamline communication and support.

What is a disaster response plan?

A disaster response plan (aka an emergency communications plan or crisis response plan) is a list of procedures a nonprofit follows in response to an external emergency. However, its main purpose isn’t just to put out fires and preserve the organization’s reputation. Its mission is to communicate a clear, detailed response regarding a specific emergency—and to minimize any potential misunderstandings.

Some examples of crises that organizations should respond to include:

• Natural disasters (e.g., floods, tornadoes, and earthquakes)
• Public health crises (e.g., the COVID-19 pandemic)
• Financial crises (e.g., the stock market crash)
• Societal crises (e.g., war or political conflict)
• Internal emergencies (e.g., a sudden leadership change or data breach)

Nonprofits are intricately involved with program participants, donors, volunteers, and the press. That’s why it’s imperative that these organizations deliver information strategically and effectively because of the massive impact on the public’s disaster response.

Why do you need to prepare for disaster response?

By having a disaster response plan, nonprofits won’t scramble for a last-minute response, avoiding bias, high emotion, and conflict. This helps the nonprofit make wiser decisions when fully prepared with a framework to determine the crisis level and a list of practical, factual scripts for clear, effective communications.

Additionally, emergency communications allow for positive interactions with the press. This keeps nonprofits from being overwhelmed or daunted while updating the public on the situation.

What should your disaster response and communication plan include?

When preparing your nonprofit’s disaster response and communication plan, consider the following:

• Who is most affected by this specific emergency?
• Have you notified the nonprofit’s staff, including board members and other key stakeholders?
• How will you respond to questions the nonprofit might have to address?
• What actions have been taken to minimize the impact of the emergency?
• What does the nonprofit have to do next to properly serve the community?

Every plan looks different and will vary depending on your organizational needs. However, your emergency response should still consist of a few basic elements:

• Decision tree: A decision tree is a structured method that helps nonprofits organize a response to each possible outcome.
• Response framework: A response framework enables you to score the severity of a situation, its relevance to your organization, and the appropriate response.
• List of staff members: A list of key decision makers helps you choose the staff members that need to be involved.
• Communication strategy: A solid communication strategy determines your main communication platform, identifies your key audience, and creates an action plan.
• Messaging guidelines and templates: A prewritten messaging template helps your nonprofit worry less about how the information will be communicated—and spend more time mitigating the emergency.
• Checklist: A checklist keeps your organization accountable, ensuring visibility over every task and that no aspect of your crisis communication plan goes unnoticed.
• Emergency contact information: An emergency contact list is a list of alternative contacts in the event certain staff members or service numbers are unavailable in the crisis, which keeps the community’s vital lines of communication open during the emergency.
• Post-crisis assessment plan: A post-crisis assessment plan, or crisis response planning, is arduous work. However, your staff members must be able to debrief afterward—particularly to identify completed tasks and organize next steps.

How to create your disaster response plan

Nonprofits at the forefront of disaster handle vital resources that help people through adversity. That’s why creating an emergency communications plan isn’t an option—it’s a necessity that can provide immense relief for a community, especially during difficult, uncertain times.

Here are 6 useful steps to help your nonprofit organization begin crisis response planning:

1. Identify your disaster response team

Every disaster requires a different solution. And with every staff member’s varying role, background, and skill set, you’ll have more creative ways to address a problem because of their experiences. Assess the severity of an emergency, then facilitate a meeting where your organization can choose who will activate the response plan, write and deliver communications, and engage with the press to maximize strengths and abilities.

2. Create a response framework

A disaster response framework plays a crucial role in guiding your decision-making and response plan when disaster strikes. First, you must categorize its severity and determine if your nonprofit must intervene. Some severity factors could be the number of people impacted, loss of life, or property damage. Then, set response levels according to the above factors, ensuring people get the solution they need to move forward.

Let’s say your nonprofit provided healthcare resources during the global pandemic. In the face of daunting uncertainties, following a public health crisis response framework would help you in delivering critical, potentially life-saving information. It would also align with your organization’s values, as you’d empower a community with the knowledge they need to be safe.

3. Determine key communication platforms

With a main communication platform, your nonprofit can send out mass alerts and keep the public in the loop. By maintaining a consistent stream of updates, you provide a way to foster trust and transparency—a much-needed source of support in difficult times.

Channels you can use for public safety emergency communications may include:

• Short message service (SMS): An SMS goes straight to one’s mobile device, making it difficult for them to ignore. And since time is of the essence when a disaster strikes, nonprofits must make every second count.
• Press releases: A press release lists information in a fairly straightforward manner for the press, providing them with only the necessary details surrounding the emergency.
• Email: An email is a highly accessible way to provide the details people need clearly and succinctly yet with as much information as possible.
• Chatbot: A chatbot provides your audience with a list of automated responses, allowing them to access trusted information whenever they need it. (Here’s an example of our Coronavirus FAQ chatbot.)
• Social media updates: A short, rapid-fire post on social media platforms can connect with people when they seek answers. Your nonprofit could be one of many valid and reliable sources that help community members formulate their responses.
• Contact center: A contact center may not be a first priority, but it can save lives and lead people to safety when they need it most. Whether it’s to coordinate a rescue, transfer emergency supplies, or categorize inbound calls, building a reliable source of communication makes all the difference. (See how Twilio can help your nonprofit build its emergency contact center.)

4. Create messaging guidelines

Messaging guidelines advise your disaster response team with do’s and don’ts, high-level answers for difficult questions, and terminology to use or avoid. However, keep in mind that your nonprofit’s messaging guidelines are subject to change as an emergency unfolds.

5. Draft emergency communications templates

Emergencies can happen anytime, anywhere—and there may come a time when your nonprofit has to revisit a previous disaster response plan and rely on its assets. With an emergency communication template, you can easily tailor the details of a message to fit the context of your situation. Having a template available will lessen the administrative burden, allowing your disaster response team to prioritize other urgent tasks.

6. Train key team members on how to execute the plan

Establishing a plan is only the first half of your disaster response—you need team members to bring it to life! And while not everyone might be familiar with the details of your nonprofit’s disaster response protocol, preparing them for it is one surefire way to set them up for success.

You'll also need to keep an open line of communication, and welcome insightful conversations. After all, people may raise concerns about certain action steps, and rightfully so—the more collaborative the process, the more effective your plan will be. Allow different perspectives to the table, and shape your disaster response with them in mind.

Send timely disaster response communications with Twilio.org

From natural disasters to public and societal conflicts, crises are all around us. However, nonprofits that create appropriate disaster response operations strategies equip staff with tools to mitigate issues and demonstrate reliability amid the chaos.

With Twilio.org, you can build a solution that delivers critical public information. Our crisis response and prevention initiative strives to address key moments of crisis—and even prevent some disasters from happening—by sharing best practices, building capacity, and creating technology solutions to help more people.

Does your organization want to expand its reach? Participating in our Impact Access Program may be the answer. With our communication platform, you can build your first application, engage directly with your community, and foster meaningful connections with a wider audience—at little to no cost. Get in touch with us today to learn more about your eligibility.