By Amber Alarid, JVA Consulting

We at JVA, along with many others, are disheartened to learn of the devastating effects of natural disasters and acts of violence across the globe. Most recently, in the United States alone, we have felt the pain of the Boston Marathon bombing and the shooting at Civic Center Park in Denver, all while mourning the lingering pain of the Aurora theater and Columbine High School shootings (Saturday marked the 14th anniversary of Columbine). In times like these, we find solace in the strong sense of community, formed by friends and strangers coming together to help victims and make change.

I would like to take this opportunity to encourage you, not only as an individual, but as an organization, to embrace your role in this united community. One way of doing so is to be conscious of the marketing and campaigning that you conduct during times of tragedy. Yes, these tips will also increase the effectiveness of your messaging, but more importantly they will convey respect during times of tragedy.

Consider who your audience is

Does your organization have a national donor or client base? Is the audience you’re serving directly connected to the tragedy? Whether your audience is closely aligned with the events or not, it is best to take a short break from campaigning or marketing your services; this break decreases the possibility that you will offend your audience by seeming to neglect the issue, and it ensures that your messaging is not lost in the coverage of the event. If your organization serves the community directly affected by the tragedy, consider taking a longer break from self-promotion; use your board, volunteers and staff as a thermometer for how your audience might respond to certain messaging or timing.

Cancel electronic messaging

If you have marketing scheduled digitally (on social media accounts or through direct email) consider cancelling those communications until a later date. If the post or email simply cannot wait, acknowledge the current events, express sympathy and be sure your messaging is consistent with this sensitive nature. Finally, make sure to have others in your organizations read over the messaging to ensure it’s timely, urgent and sensitive.

Respond quickly and carefully after direct mailings

If your organization utilizes traditional “snail mail” for major campaigns and marketing, there is little control over delaying delivery in response to a crisis, however, you can still control the messages your organization puts out in response. Have staff members available to facilitate donations if your supporters are still ready to give immediate donations, but understand that donors may shift their focus to disaster relief efforts. Give donors time before following up and consider another major snail mail or web-based campaign later on.

Connect clients and donors with resources

If you, or partner organizations, have any connections to relief organizations, share those with your friends and donors. While this might not directly benefit your organization, it contributes to the larger purpose of the social sector: it changes the world for the better.

Have you experienced marketing challenges during crisis events? What response efforts has your organization used in light of recent tragedies? Share your thoughts in the comments section below.