ABSTRACT
Nonprofit organizations are unique from corporate and government entities in many ways. However, nonprofits also share some similarities with other entities, especially when it comes to crisis communication and social media. This chapter explores research that has been conducted related to nonprofit organizations following a crisis. It also highlights models that have been developed to explain philanthropic behavior. Additionally, this chapter examines philanthropic crisis communication through case studies related to the American Red Cross, Susan G. Komen for the Cure, and international animal rights groups such as PETA and CARE. The topics of advocacy and activism are also discussed, as these concepts are sometimes involved in nonprofit and philanthropic crises. By touching on theories, models, and concepts important to philanthropic crisis communication, and by taking a deeper dive into specific “real world” examples from the nonprofit industry, this chapter provides a holistic view of philanthropic crisis communication that should benefit students, scholars, and practitioners alike. By the end of this chapter, readers should understand how to prevent or manage a philanthropic crisis and how to deal with one if/when it emerges in terms of communication and social media.
