Nonprofit Nation with Julia Campbell
Episode: How to Communicate When Stakes Are High
Guest: Jacques Hebert, Communications Director, McKnight Foundation
Date: April 8, 2026
Episode Overview
Julia Campbell sits down with Jacques Hebert from the McKnight Foundation to discuss how nonprofits should communicate in high-stakes, crisis situations—especially when their communities are grieving, fearful, and demanding accountability. The discussion dives into real-world decision-making, the emotional impact on communication professionals, practical strategies for using your public voice, and frameworks for nonprofit leaders to decide when and how to speak out on pressing public issues.
Key Discussion Points & Insights
Jacques Hebert’s Journey and Role at McKnight Foundation
- Introduction to Jacques’ background:
- Early career in corporate communications at a large tech firm and YouTube.
- Pivoted to mission-driven nonprofit work after Hurricane Katrina and the BP oil spill struck his rural Louisiana hometown.
- Worked with National Audubon Society and Environmental Defense Fund, focusing on environmental recovery and storytelling.
- Moved to Minnesota for personal reasons and joined McKnight Foundation, a nearly 75-year-old philanthropic foundation focused on climate, economic opportunity, arts, and culture.
- Quote:
“Communications has really been a through line for me from the beginning… I quickly learned in that experience that I loved communications, I loved telling stories, and I also loved mission-driven work.” — Jacques Hebert [03:01]
The Responsibility of Communicating in Crisis
- McKnight’s public statement after tragedy:
- Julia highlights the foundation’s public response to Renee Good’s shooting, which was remarkable for its clarity and directness compared to sector-wide silence.
- Key quote from McKnight’s statement:
“We believe in dignity, safety and the rule of law. We will not accept the unjust targeting of our immigrant neighbors that rips families apart, government overreach that undermines constitutional rights or violence, and the senseless loss of life.” — McKnight Foundation President, Tanya Allen [06:28]
- Jacques discusses the process and the emotional climate leading up to issuing that statement; emphasizes that having clarity on organizational values made the decision straightforward, though not without fear of backlash.
- Importance of preparedness:
- Jacques shares McKnight’s approach: mapping organizational positions before crises happen enables faster, more decisive communications.
- Quote:
“Having that shared and aligned narrative early allowed us to move quickly in the events that then happened.” — Jacques Hebert [15:43]
Impact on the Minnesota Community
- Ongoing crisis:
- Extensive impacts of ICE raids and violence in Minnesota: separated families, shuttered small businesses, rising rent debts, fear-driven disruption to daily life.
- Emphasizes that public attention fades, but long-term effects persist in the community.
- Quote:
“What we’re experiencing in Minnesota is far from over and the long-term impacts will continue. Our president, Tanya Allen, has shared that this is like Covid 2.0, but without government assistance and because of government provocation.” — Jacques Hebert [07:47]
Internal & External Communication Strategies
- Caring for the team:
- Jacques details balancing urgent external communications and internal support for affected staff.
- Practices include open processing spaces, flexibility, resources for staff, and prioritizing acknowledgment of trauma.
- Quote:
“Knowing what grounds you in a moment and being willing to go there, being willing to set the right kind of boundaries so that you’re caring for yourself through it all… that comes first.” — Jacques Hebert [19:58]
- Focusing on the positive:
- Deliberate effort to highlight stories of hope and community resilience amidst crisis—like volunteers organizing carpools, standing watch at schools, and small businesses supporting vulnerable neighbors.
Framework for Deciding When and How to Speak Out
The Five P’s Framework:
Jacques shares a concise tool for nonprofit leaders and communicators to decide when and how to engage in public conversations about broader issues:
- People — Does the situation impact your staff or close partners?
- Place — Is it happening in your geographic area or a place where you actively work?
- Priorities — Does it directly tie to your strategic or mission-driven objectives?
- Precedence — Have you spoken about similar issues before, or do you want to set a new precedent?
- Point of View — Do you have a unique perspective or expertise to add, or would speaking out simply add to the noise?
-
Quote:
“Organizations are comprised of people… Sometimes they just need the acknowledgment that what they’re experiencing is being seen.” — Jacques Hebert [30:36]
-
On moving from performative to authentic:
“Using your voice, communicating and statements are important, but that shouldn’t be the end— that should be the starting point. How are you backing it up with action?” — Jacques Hebert [33:49]
How Nonprofits and Individuals Can Help
- Current situation and needs:
- Agents remain active; communities still face fear, rent debt, and business hardship.
- Support needed for mutual aid, small business relief, and especially for mental health.
- Action Steps and Resources:
- StandWithMinnesota.com — campaign for direct aid.
- McKnight’s “Best of Minnesota” resource list at mcknight.org/best-of-mn.
Notable Quotes & Memorable Moments
-
On the loneliness and duty of speaking out:
“It felt like we were alone… making the decision to speak out was making the decision to showcase what was happening here, to be a part of telling the story, to be a part of documenting, to be a part of calling others in, to support our neighbors.” — Jacques Hebert [13:47]
-
On emotional health for communicators:
“We have to more broadly recognize that so many people that work in the nonprofit space—we’re part of our community. But with that comes the weight.” — Jacques Hebert [19:58]
-
On hope and community:
“One of the things that emerged from the darkest of circumstances… was people who said, ‘I’m going to go out in the freezing cold and stand watch so these kids can safely get into class and learn.’ …that’s what the world saw in Minnesota.” — Jacques Hebert [22:58]
-
On the importance of communications roles:
“Don’t underestimate the power of communications and your communicators. They’re experts… treat them as such.” — Jacques Hebert [41:34]
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Closing inspiration from McKnight’s President Tanya Allen:
“The future is not finished. We have a role in shaping the future.” — Jacques Hebert [42:35]
Important Segments & Timestamps
-
Jacques’ personal and professional journey
[03:01–06:28] -
The process and impact of McKnight’s public statements
[06:28–11:18] -
Framework for crisis communications (The Five P’s)
[29:14–33:49] -
Best practices for internal and external communication in crisis
[19:58–26:41] -
Community resilience stories and the power of hope
[22:58–26:41] -
Update on the situation in Minnesota & tangible ways to help
[35:00–40:31] -
Hopeful closing and the future of nonprofit communication
[41:34–42:42]
Conclusion
This episode is a powerful exploration of what it means for nonprofits and philanthropy to show up—with clarity, courage, and compassionate communication—when the stakes are high. Jacques Hebert shares real tactics and honest reflections on managing internal and external messaging, centering community impact, and harnessing organizational voice without succumbing to fear or overwhelm.
Resources:
- McKnight Foundation “Best of Minnesota” Resource Page
- StandWithMinnesota.com
- Connect with Jacques Hebert on LinkedIn: [@Jacquebert]
Final Word:
“The only thing more powerful than fear is hope and love.” — Julia Campbell [40:31]