When You Don't Know What to Say: How Clear Communication Helps You Show Up When It Matters Most
The Paralysis of Not Knowing What to Say
What do you do when the world feels like it's especially broken—and you don't know how to talk about it?
If you're leading a nonprofit, you've probably faced this dilemma. The world feels upside down. Your community is hurting. And you're sitting there, cursor blinking on a blank screen, wondering: What am I supposed to say? How do I even begin to address this?
The pressure to have the perfect response can be paralyzing. So you say nothing. And that silence feels even worse.
A Lesson That Changed How I Think About Showing Up
When I was in high school, I spent a summer in Ukraine with a group running a camp for local Jewish kids. Toward the end of our time there, we were grappling with a familiar doubt: Had we really accomplished anything? How much had we actually changed for these kids in just a few weeks?
That's when one of our group leaders shared something that has stayed with me ever since:
"It's not up to us to do everything, but it is on us to do something."
He was paraphrasing Pirkei Avot (Ethics of the Fathers), then added: "That's what we've done here—we showed up and did something."
We didn't have to have all the answers. We just had to show up.
The Communication Trap That Keeps Us Silent
I think of that conversation often, especially when working with nonprofit leaders who are paralyzed by the pressure to communicate perfectly.
In the nonprofit sector, we often feel like we need to have the exact right words before we can show up for our communities. When the world feels heavy, when issues are complex, when emotions are running high—it can feel impossible to know what to say.
So we wait. We draft and redraft. We worry about saying the wrong thing, offending someone, or not being comprehensive enough.
And while we're perfecting our message, we fall off the radar with our community.
Clear Communication Starts with This Simple Truth
Here's what I want you to remember: You can't be everything for everyone, but you can show up with clear, honest communication about how you are something to someone. And that's important.
What Clear Communication Actually Looks Like
Clear communication isn't about having all the answers. It's about:
Acknowledging what's happening without pretending you have all the solutions
Being honest about your organization's role and limitations
Sharing what you are doing rather than apologizing for what you can't do
Asking your community what they need instead of assuming you know
Speaking in plain language that everyone can understand
The goal isn't perfection—it's connection.
From Paralysis to Action: Your Communication Framework
When you're struggling to find the right words, try this approach:
1. Start with acknowledgment
"We see what's happening in our community, and we want you to know we're here."
2. Stay in your lane
"While we can't solve everything, here's what we are doing..."
3. Focus on your mission
"This is how our work connects to what's happening right now..."
4. Invite engagement
"We want to hear from you. How can we better support our community?"
5. Commit to ongoing communication
"We'll continue to update you as we learn and grow."
Your Action Step This Week
Reach out to your community with clear, honest communication about how you're showing up right now.
It might be:
A simple email acknowledging current challenges
A social media post about your organization's response
A community meeting to listen and learn
A newsletter update on your relevant services (or with resources from values-aligned organizations)
The Power of Imperfect Communication
That summer in Ukraine, we couldn't solve the bigger problems they faced. But we showed up, we communicated clearly about what we could offer, and we did something meaningful.
You can't be everything to everyone, but you can be something to someone. And that's what your community needs from you.
After a decade as an in-house nonprofit marketer, Jordana Merkin founded Voice for Good to bring her insider knowledge and outsider perspective to help growing nonprofits like yours clarify their messaging to raise awareness and funds for their missions.
Her work with nonprofits includes messaging guides, communication strategy, and copywriting. (Learn more here!)
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