Dynamics of nonprofit crisis communication in the pandemic: crisis narratives of homeless shelters

This study examines how U.S. nonprofit homeless shelters strategically used social media for crisis communication during the COVID-19 pandemic. Using content analysis of 1, 109 shelters’ activities on X (formerly Twitter), the research investigates communication strategies adapted to address clients’ evolving needs. Findings indicate a significant increase in social media engagement, with nearly half of COVID-19-related posts employing crisis narratives. These narratives—categorized as blame, renewal, victim, hero, and memorial—revealed a strategic shift toward victim and renewal themes. This evolution highlights nonprofits’ efforts to advocate for their clients by emphasizing challenges while fostering hope. By integrating crisis narrative theory with organizational crisis communication frameworks, this study offers valuable insights into the distinct approaches nonprofits utilize to navigate crises through social media.