It’s painful to see bad press.

Having recently gone through such an experience, I realized that somewhere along the way, almost every organization or individual will suffer what the Bard described, “The slings and arrows of outrageous fortune.” Perhaps this could be an important learning experience.

No matter how dedicated your mission or how carefully you operate, controversy can strike any nonprofit organization at any moment. For veteran service organizations and charities, the stakes are particularly high. When you've built your reputation on serving those who sacrificed for our country, negative publicity can feel like a betrayal of that sacred trust—and donors and supporters may react with swift and severe judgment.

The gist of what I've learned this far is that how one responds to criticism matters far more than the criticism itself. Got it. However, what should that response be? I know a bit of history, and that major veteran and nonprofit organizations have navigated similar crises. I just needed the particulars.

Where else could I turn than “Professor Internet” to ferret out the answers? To save you the effort, let me share the wisdom I have gleaned..

The Reality of Nonprofit Crises

Public criticism of nonprofits is neither new nor uncommon. According to nonprofit crisis management research, organizations face various types of crises, including allegations of financial mismanagement, employee misconduct, accusations of mission drift, and individual attacks from dissatisfied stakeholders. 

For veteran organizations, the emotional connection donors have to military service amplifies every controversy. Social media allows criticism to spread instantaneously, and worse, stores things forever. So, what can we learn from others? For the sake of brevity, I’ll use one veteran and one civilian charity example.

Case 1: Wounded Warrior Project (2016) - The Long Road to Recovery

The Crisis: In January 2016, CBS News and The New York Times published damning reports about the Wounded Warrior Project (WWP), America's largest veterans’ charity. Whistleblowers alleged lavish spending on staff conferences, first-class travel, and executive perks, while only 60% of donations went to programs—far below the charity's claimed 80%. 

Case 2: Susan G. Komen Foundation (2012) - The Social Media Firestorm

The Crisis: In January 2012, Susan G. Komen Foundation announced it would discontinue grants to Planned Parenthood for breast cancer screenings. Within hours, the decision sparked a massive social media backlash. Planned Parenthood mobilized its supporters through coordinated email, Facebook, and Twitter campaigns. Within 24 hours, Planned Parenthood received over $400,000 from 6,000 donors in replacement funding.

Essential Principles

Respond Swiftly but Thoughtfully

The digital age demands speed, but rushing into a poorly conceived response makes things worse. Within the first 24-48 hours:

• Acknowledge the situation and express commitment to understanding what happened, and communicate that with shareholders
• Admit mistakes and set about concrete steps to prevent recurrence

Focus on Your Mission, Not Your Feelings

When under attack, the natural response is to be defensive. Resist it:

• Keep redirecting the conversation to the people you serve
• Share stories of impact and successful programs
• Emphasize your organization's core values and mission
• Don't lecture critics about their tone or timing

 Learn and Improve

• Conduct a thorough post-mortem analysis
• Document what worked and what didn't
• Share insights with staff, board, partners and even select vendors
• Build organizational resilience for future challenges

Never Publicly Engage

• Do not name the critic or reference their personal circumstances
• Avoid any language that could be construed as attacking or dismissing them
• Refuse to be drawn into a point-by-point debate

Address the Substance, Not the Source

• If valid concerns are raised, address them factually
• Provide general FAQ pieces about your practices and values
• Offer to discuss concerns privately with anyone who has questions
• Maintain professional tone regardless of provocation

If the Critic is an Individual, Protect the Person's Dignity

• Remember, they may be in crisis
• Consider whether your response could make their situation worse
• Consult mental health professionals if you're concerned about someone's safety
• In some cases, the most ethical response is no public response at all

Document Everything Privately

• Keep detailed records of all interactions
• Save all communications in case legal issues arise
• Document your decision-making process and rationale
• Consult legal counsel about potential defamation or threat issues

Consider Whether to Respond at All

• If the platform has limited reach, engagement may amplify the criticism
• If the criticism is clearly unfounded, your supporters will recognize it
• If responding would feed into someone's crisis, restraint may be an ethical imperative

Facing public criticism is painful, especially when you've dedicated yourself to serving veterans or other vulnerable populations. But a crisis also presents an opportunity to demonstrate your true values, strengthen your organization, and emerge more resilient than before.

The organizations that recover successfully share common characteristics: they act swiftly but thoughtfully, prioritize transparency over defensiveness, make genuine changes rather than just PR gestures, and maintain unwavering focus on their mission even under fire.

Remember that most supporters want to believe in your work. These people donated or volunteered because they share your values. Give them reasons to maintain that faith through honest communication, visible accountability, and demonstrated commitment to improvement.

No organization is perfect. Mistakes happen. People sometimes criticize unfairly. What matters is how you respond—with honesty, integrity, and dedication to bringing the controversy to a safe conclusion that honors both those you serve, those who support your mission, and especially your detractors.

The path through crisis is difficult, but it's also an opportunity to show your community and supporters exactly what your organization stands for when tested. Choose integrity every time, and you'll not only survive the controversy—you'll emerge stronger for having faced it.