4 Ways to Adapt Your Messages Without Betraying Your Values
March 27, 2025
By: Peter Panepento
When faced with a threat or challenge, our instinct presents us with two immediate choices: fight or flight.
But often there is also a third path — one that allows you to back away from a risky posture while also holding your ground.
Your organization is likely facing some version of this choice right now.
You may be confronting a direct threat, serving a population that is under attack, or fearful about what’s to come. And as you think about how to respond, you're likely weighing whether to double down on your current messaging or retreat so you can live to fight another day.
However, the third path is very likely your best option.
Yet it’s also the most difficult one because it demands communicating with discipline and nuance – and a healthy dose of courage.
If you choose this path, you must remain true to who you are and what you stand for while also adapting your message to meet the moment.
Here are four tactics to help you navigate this messaging challenge.
Lead with your vision
When we prepare leaders for media interviews or speeches, we advise them to start with a preamble — a short statement that affirms what they (or their organizations) stand for and what they are working to achieve.
The same tactic can also be useful when you’re messaging during a turbulent time or in the face of a grave challenge.
Start with a preamble that clearly articulates your vision. Ideally, it will include a universal truth that everyone — regardless of their ideology or background — can agree with.
Here are some examples of opening statements we’ve used recently with our clients:
Everyone deserves the freedom to choose their own future without being held back by financial barriers.
We believe our community — and our nation — is stronger when women and girls have opportunities to live their best lives.
We believe expanding opportunity is a game-changing economic strategy.
Each of these statements uses clear, easy-to-understand language to show what you stand for in ways that are difficult to argue against — and invite people to want to hear more.
Acknowledge the problem – then pivot to the solution
When we defend our ideas or beliefs, it’s a natural urge to deny any ground to those who are challenging our position.
Yet when we do so, we often fail to acknowledge the problem or issue that is at stake, which leaves us open to criticism or attack.
Most of us, regardless of our political ideologies, believe people who work full-time deserve to earn a living wage.
However, when we attack the opponent’s approach to improving wages, for example, it can appear as though we're dismissing the problem.
Before you push back against someone's approach to addressing an issue, it's important to acknowledge the problem and show your commitment to solving it.
Debunk zero-sum thinking
Many of the challenges facing nonprofits are coming from those with a “zero sum” mindset.
Under this mindset, if you’re working to help improve a person’s condition, you’re taking something away from someone else.
But, in most situations, resources aren't fixed — and, often, you can create more for everyone when you improve systems or remove barriers to success.
You can combat zero-sum thinking by showing that investments in improving economic conditions, investing in workforce development, or making health-care more accessible has positive ripple effects that extend beyond those who are directly impacted.
Rather than framing your argument around supporting a specific population, instead talk about how creating fairer conditions is a rising tide that lifts all boats. If you have data or examples to reinforce this point, all the better.
Create a single, clear call-to-action
Your supporters want to stand up for your work and the people you support and they’re looking for clear actions they can take to help.
Yet too many organizations are missing opportunities because they aren’t providing tangible ways to support your cause.
In some cases, it’s because they aren’t offering any clear solutions.
In others, they are offering too many choices, which often stifles people from choosing any of them.
End your message with one single action they can take — and provide clear instructions on how to take that action.
By taking these steps — and having the discipline to both be consistent and continue to adjust to changing conditions — you can minimize risk and attract new supporters — all while staying true to your mission and values.
