What I Learned Scanning the Narrative Environment in Early 2025

In mid-February, I time to scan the current social good sector narrative landscape, analyzing new research and thought leadership on the challenges mission-driven finance organizations face. The insights I got from that process confirmed what many of us sensed: the pressure on organizations advancing social good is intensifying, making adaptive narrative strategies more critical than ever.

✔️ Mission-Driven Finance Organization Face Unprecedented Economic Uncertainty

• Recent research highlights by the Center for Effective Philanthropy shows growing political scrutiny and funding threats to organizations engaged that ameliorates economic harm based on demographics. Nonprofits must be prepared to defend their missions while maintaining funder trust and public confidence.

✔️ Crisis Messaging Alone Isn’t Enough—Proactive Narrative Shaping is Critical

• The first 2025 Communications Network Pulse Research Survey emphasizes that nonprofits can’t afford to be reactive. Instead of waiting to respond to challenges, organizations must proactively position their impact, reframe external narratives, and stay ahead of potential attacks.

✔️ Funders Need to Be Engaged with Urgency but Not Fear

• The Center for Effective Philanthropy (CEP) blog underscores the importance of mission-drive organizations encouraging their funders to do more than issue statements—they need flexible financial support and public advocacy. Confident strategic storytelling from you can help funders understand what’s at stake and why investing in mission-driven organizations is a priority.

✔️ Stakeholder Trust is Built Through Authentic, Transparent Narratives

• The Insights at a Glance 2025 from The Communications Network Pulse Survey emphasizes that trust is now a narrative currency. Organizations must align messaging with stakeholder concerns, increase transparency, and communicate with clarity to reinforce credibility and engagement.

Constantly changing narratives form the basis of communications of those currently holding almost full political power. To navigate this shifting landscape, organizations must embed adaptability into their narrative strategies, too. This means:

🔹 Anticipating challenges—Conducting narrative risk assessments to identify vulnerabilities before they become crises.

🔹 Reframing narratives—Pivoting storytelling to highlight mission alignment while neutralizing external attacks.

🔹 Engaging funders strategically—Positioning impact stories to secure flexible funding and long-term investment.

🔹 Strengthening stakeholder engagement—Building deeper relationships through transparent, values-driven communication.

In this environment, communications isn’t just a tool—it’s a survival strategy. Organizations that can adapt their messaging to shifting realities while staying true to their mission will be best positioned to sustain their impact and attract strong funding.

Dahna Chandler is a doctoral researcher at the University of Southern California, where she examines how historical narratives shape access and legitimacy in U.S. finance. An award-winning business journalist with a master’s in corporate communications from Georgetown University, she brings over 25 years of expertise in long-form storytelling, institutional analysis, and narrative strategy. Through her work, she illustrates how stories construct systems, influence power, and shape public trust.

(c) 2025. The UpThink Narrative Initiative, a division of Thrive Media, Inc. All rights reserved. This blog post may not be reproduced or reposted in whole or in part without express written permission of the author.