Lynn Richardson-Godfrey, CXO at the Leukemia & Lymphoma Society, is an expert in transformative marketing for nonprofits & iconic brands.
The Leukemia & Lymphoma Society (LLS) recently took a public stand on government actions affecting research funding and healthcare access. As one of the nation’s largest organizations serving blood cancer patients, we felt obligated to speak up on issues directly impacting those we serve.
Many nonprofits are struggling these days to decide whether—and when—to weigh in on controversial issues, as stakeholders increasingly look to nonprofits for leadership. In an era of declining trust in institutions, nonprofits have become oases of credibility. This trust, built through consistent, reliable advocacy, represents a strategic asset for advancing our mission. But hasty responses can backfire, with organizations learning the hard way that maintaining trust is far easier than rebuilding it once it’s been lost.
Through my experience transforming marketing strategies at PBS Kids, Girl Scouts USA and now LLS, I’ve witnessed both the power of thoughtful advocacy and the paralysis that comes from feeling obligated to address every trending social issue.
Here’s how mission-driven organizations can protect and leverage trust to drive impact without getting dragged into the quicksand that has swallowed other institutions.
The Mission-Driven Microphone
At LLS, we developed a simple but powerful strategic framework: Does this issue directly impact our mission and patient community? Can we articulate that impact clearly? Can we back our words with meaningful action? If the answers to these questions are “yes,” we must weigh in.
This framework was tested this spring when Congress advanced a budget framework that threatens to cut Medicaid by hundreds of billions of dollars. For many organizations, weighing in on federal budget decisions might seem overtly political. But for us, the decision was clear: These cuts would directly impact blood cancer patients, leaving vulnerable families without the coverage they rely on to access cancer care. Put another way, patients’ very lives are in the balance, and patients themselves have been reaching out to us to express this same grave concern.
We take our commitment to advocacy seriously and, in fact, we have a long history of nonpartisan engagement in Washington, D.C., and in the state capitols. We will work with anyone who wants to advance research and improve patient outcomes. As a voice for blood cancer families, we have the responsibility and credibility to address these concerns directly.
Our public statement was just one part of a comprehensive strategy to inform and engage our stakeholders with these critical issues. Our chief medical officer, Dr. Gwen Nichols, gave interviews explaining how funding cuts would impact patients, and our advocacy team created materials that made it easy for patients to contact their elected representatives. This month, our lobby day will bring patients to Capitol Hill so they can educate their lawmakers about how policy impacts real humans.
Cumulatively, these multilayered advocacy efforts transformed our position statement from mere words into meaningful action, ensuring patients’ voices are amplified while maintaining our nonpartisan credibility.
The Authenticity Imperative
Trust is cultivated through consistent, mission-aligned actions demonstrating a deep understanding of your stakeholders’ needs. I learned this early in my career at PBS Kids, where our guiding principle was to create a kid-safe, nurturing learning environment. That singular focus clarified every decision we made.
This same principle guides LLS’s approach to social issues and political proposals. We are explicit about the connection to our mission, focusing squarely on the impact on patients and families. When weighing in on debates over Medicaid funding, for example, we emphasize that Medicaid serves as a crucial lifeline for many vulnerable populations, including those battling blood cancer. We focus on conversations, creating FAQs and community outreach materials that address specific concerns.
By approaching advocacy as a two-way dialogue rather than a one-way announcement, we are strengthening our trust relationships instead of depleting them. Remaining silent on issues that affect our community so directly would have eroded the very trust we’ve worked to build.
Your Stakeholder-Centered Framework
For nonprofit leaders navigating when and how to use their voice on controversial issues, I recommend this five-question framework. Take a moment to ask these questions before making any decisions:
1. Stakeholder Impact: Does this issue directly affect your core stakeholders in ways related to your mission? Does it align with your existing relationship? For example, do your stakeholders look to you and trust your expertise in this domain?
2. Action Alignment: Can you back your words with meaningful action? Statements without follow-through appear performative and often erode trust.
3. Voice Authenticity: Does your position reflect your organization’s established values and previous positions? Consistency builds credibility.
4. Evidence Base: Can you articulate the impact on your stakeholders with specific examples or data? Abstract statements carry less weight than concrete impacts.
5. Feedback Readiness: Are you prepared to listen and respond to how your position is received? The most valuable advocacy creates conversation, not just pronouncements.
When you’ve addressed these questions, you’re ready to leverage your organization’s trust wisely to further your mission and help the people you serve.
The Responsibility Of Trust
In an era where institutional trust is the rarest and most valuable currency, nonprofits have an extraordinary opportunity. By leveraging our unique position thoughtfully, we can not only advance our missions but also help rebuild the civic fabric that allows our public institutions to function.
Speaking out might not always be possible for organizations hamstrung by limited resources or restrictive structures. But for those of us with more flexibility, a responsibility comes with our trusted position.
The key is remembering that trust isn’t a static asset you can bank and sit on—it’s an active investment that requires constant nurturing. Like any vital relationship, trust demands ongoing attention, strategic cultivation and regular deposits into the goodwill account.
Organizations that view trust as something to be actively built rather than passively maintained will gain the social capital needed to weather controversies and drive deeper mission impact. In today’s environment, trust must be continuously earned through deliberate, strategic investment.
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