Every organization faces a critical business disruption or challenge at some point, whether it’s related to finances, public perception, or sudden leadership transitions. In these moments, your intentional response matters as much as the crisis itself. The right approach can restore trust for your community, reinforce core values, and even strengthen your organization in the long run.
For mission-driven organizations, crisis management is about more than damage control. It’s about continuing to serve people well, maintaining transparency, and reflecting core values. These organizations revolve around their mission and depend on their team’s integrity.
Here, you’ll find five real-life examples of organizations that carefully navigated crises. While the goal is to prevent crisis-triggering events, the following examples can help provide some insight into how to react when a catastrophe comes. While no crisis is handled perfectly, understanding others’ experiences can help protect your brand–and mission. Any mission-driven organization can learn from these experiences and respond with wisdom and resilience when the time comes.
Here are four examples of challenging situations that became opportunities for growth:
1. Andy Stanley’s viral statement, “unhitching from the Old Testament” (2018)
Andy Stanley, Pastor of North Point Community Church in Georgia, faced a controversy when a clipped comment about “unhitching” from the Old Testament called into question his theology.
In response, Stanley explained in interviews with Relevant Magazine the importance of context, especially for viral moments. He welcomed healthy dialogue and curiosity to help promote understanding rather than criticism. When given the chance, Andy clarified his perspective. He also thoughtfully engaged in productive conversation and avoided engaging with critics who seemed to try to escalate the issue.
Andy’s experience highlights the importance of maintaining composure in the face of a crisis. While his reputation took a hit, Andy’s response invites people to seek understanding and recover their perception of his theology. Avoiding panic and referring to your established plans, core values, and integrity can help your organization recover its reputation when it faces scrutiny.
It’s also a great reminder for your leadership team and designated spokespersons to engage annually in media training. Not only does it enhance skills and confidence in public speaking, but you will learn ways to minimize damage and maintain trust.
2. The Case of Compassion International & lost sponsorships (2017)
In 2017, Compassion International, a Christian nonprofit that provides child sponsorships in developing countries, was forced to end operations in India after government restrictions blocked foreign funding. This resulted in a loss of over 145,000 child sponsorships, cutting off vital resources for children in need.
In response, Compassion International openly shared the challenges with donors, explaining why it could no longer operate in India. Their quick response kept donors engaged, and the nonprofit encouraged them to redirect their sponsorships to children in other countries.
Compassion worked closely with churches and partner organizations to find alternative ways to serve the affected communities, reflecting its heart to fulfill its mission despite its new restrictions. While it couldn’t re-enter India, it expanded its reach in other countries, ensuring that donations still had a strong impact.
Compassion’s transparency was key to recovering from this crisis—they addressed the issue head-on, provided solutions, and maintained donor trust by ensuring funds were still making a difference. Communication with key stakeholders is paramount to upholding your organization’s integrity as unforeseeable circumstances arise.
3. The Marriott Hotel cybersecurity breach (2018)
A major data breach exposed the personal information of over 500 million guests. Marriott quickly notified affected customers, offered credit monitoring, and enhanced its cybersecurity measures.
Rather than deflecting blame or downplaying the impact, Marriott took full responsibility and focused on recovery, reassuring customers and stakeholders that they were committed to security and accountability.
Their rapid and transparent response demonstrated a crucial lesson: how an organization handles a crisis can matter more than the crisis itself. For faith-based organizations, this serves as a powerful reminder that trust is built not on perfection, but on how an organization responds to challenges.
4. The American Red Cross’ viral social media mistake (2011)
In 2011, the American Red Cross faced an unexpected social media slip-up when an employee accidentally tweeted about drinking Dogfish Head beer from the official RedCross Twitter account instead of their personal one.
Rather than panicking, the Red Cross handled the situation with humor and professionalism. They quickly followed up with a lighthearted response: “We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys.”
The playful but professional approach resonated with their audience, leading to a wave of support. Dogfish Head Brewery even joined in by encouraging donations, turning the mix-up into a fundraising opportunity. The Red Cross later thanked their audience for being “sympathetic and understanding,” and for turning their mistake into something good.
Their response can remind organizations to respond to mistakes in proportion to their severity and use them as opportunities to reinforce values. By acknowledging the mistake with humor, they stayed on-brand and engaged with their community in a way that maintained a positive relationship. For mission-driven organizations, authenticity, accountability, and agility in these circumstances can turn missteps into moments that even strengthen public support.
Every crisis—big or small—is an opportunity to demonstrate your authenticity. Effective reactions to crises reflect a culture that prioritizes crises management and communication Preparation can seem overwhelming, yet it’s critical to safeguarding your mission.
A well-handled crisis is more than damage control; it’s about maintaining trust and reflecting consistent core values, even in difficult times. Examples like these can reveal the importance of acting swiftly, communicating transparently, and putting people first. By doing so, yous can not only recover from challenging times but emerge more refined, more credible, and better equipped to fulfill your mission.
