3 Things Every Nonprofit Can Learn From Komen’s PR Gaffe

If you’ve ever wanted a case study in how a nonprofit should not handle crisis communications, look no further than Susan G. Komen, who is drowning in public backlash following its decision on Tuesday to cut Planned Parenthood funding.

An established leader among breast cancer nonprofits,  Susan G. Komen cited new, stricter rules in how it distributes funds as the reason why Planned Parenthood will no longer receive roughly $680,000 annually to fund breast cancer exams.

What followed was harsh public backlash — most of it on social media.

Many people have called the move a political one, especially because Komen’s new vice principal, Karen Handel, is a noted pro-life advocate who’s gone on record with her disapproval of Planned Parenthood.

And while Twitter exploded with an onslaught of negative comments — PoliPulse estimates 75% of all comments since the story emerged were negative — and donors took to Komen’s Facebook page with harsh criticisms, the nation’s biggest breast cancer foundation fell silent.

Until Thursday morning.

That’s when Susan G. Komen took to Facebook and Twitter with a series of self-justifying posts. They also released this video.

Putting the politics of this story aside, every nonprofit will, at some point, have to make unpopular decisions. Every nonprofit will, at some point, face a PR crisis or a communications debacle. 

I think there are some valuable PR lessons to be learned here.

1. Establish A Crisis Communications Plan That Includes Social Media

It took Komen two days to respond to quickly-amassing negative feedback on Facebook and Twitter. On the Internet, that’s a lifetime.

What makes it worse is that Komen wasn’t taken by surprise. They weren’t hit with a crisis that required response. They created the crisis, meaning, they could have prepared well in advance.

And they could have easily responded to mounting criticism online, possibly stopping the story from blowing up as much as it has.

At the very least, Komen could have retained brand integrity by joining the conversation early to show donors their voice matters.

Their slow response time, coupled with their inadequate response, tells me the short-sighted Komen had no strategy in place, much less a social media strategy.

2. Your Brand Is In The Hands Of Your Donors

It always was. Long before social media, people were talking about your organization over coffee and at the family dinner table.

And they still are.

The only difference with social media is that it magnifies what your nonprofit is already doing in real time and across the world.

It also lets you monitor and listen to what your supporters are saying.

Your donors don’t care about you. They care about what they can do through you. As such, your donors are the ones who drive your brand. They are your story. You owe it to them to listen to what they have to say, especially when you have the (free) tools to do so.

What exactly has happened to Komen in the last three days? They have been rebranded, whether they like it or not.

3. Talk To The Media

And do so as quickly as possible. Because if you don’t, somebody else will.

While Komen fell silent and started allegedly deleting negative Facebook posts, Planned Parenthood used the situation to launch a fundraising campaign while promoting in on major news channels.

That means media reported only one side of the story. For two days. Watch:

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The result? Planned Parenthood raised more than $400,000 in 24 hours.  And they raised their profile without paying a dime.

There are many more PR lessons to be learned here. What would you add to the list?