How to Communicate When Stakes Are High with Jacques Hebert

What should nonprofits do when their communities are grieving, fearful, and demanding accountability?

In moments of crisis, nonprofit leaders are often called upon to do more than deliver services. They must communicate with empathy, support their teams, stand alongside their communities, and decide whether, and how, to speak publicly about events that are unfolding in real time.

In this episode of Nonprofit Nation, I’m joined by Jacques Hebert, communications director at the McKnight Foundation. We discuss how nonprofit organizations and foundations can respond when tragedy and tension impact the communities they serve.

The conversation was inspired by a powerful public statement from McKnight Foundation president Tonya Allen following the tragic events in Minneapolis and the ongoing pain and fear felt by many residents across Minnesota. Her message called for dignity, accountability, and safety while acknowledging the deep grief and concern many community members are experiencing.

Jacques shares insights into the role that communications leaders play during moments like this: when the stakes are high, emotions are raw, and communities are looking to trusted institutions for leadership.

We explore how nonprofits can step up for their communities while also caring for their staff, navigating uncertainty, and communicating in ways that are responsible, values-driven, and grounded in empathy.

Moments of crisis test our institutions, our leadership, and our values. This conversation explores how the nonprofit sector can respond with compassion, clarity, and courage.

💼 About Jacques Herbert

Jacques serves on McKnight’s Executive Leadership Team and leads communications for the Foundation. Since joining McKnight in 2022, Jacques has directed the Foundation’s enterprise-wide communications strategies with vision, care, and impact. Under his leadership, the Communications Team has played a vital role in shaping how we share our story, connect with our partners, and amplify the work of those advancing justice, equity, and climate solutions in our communities.

Jacques brings nearly two decades of experience in communications, public relations, public affairs, marketing, and advertising, across the corporate, nonprofit, and philanthropic sectors. His career has spanned large technology companies, nonprofit media organizations, environmental NGOs, and philanthropic institutions. Prior to joining McKnight, Jacques led communications for Environmental Defense Fund’s (EDF) global coastal resilience initiative, directing comprehensive communications campaigns that advanced supportive policies at the local, state, and federal levels. He also led communications for Restore the Mississippi River Delta, a coalition of national and state-based organizations working to address ongoing disaster recovery and build long-term climate resilience for Louisiana’s coastal communities, creating a model in policy, engagement, and communications for many other climate-vulnerable communities to follow. He previously served as communications director for the National Audubon Society as part of the same coalition. Before that, Jacques held positions at Mother Jones magazine, Google, and YouTube, all focused on driving innovation and impact through communications, digital advertising, and storytelling.

Jacques serves on the Board of Directors of Esperanza United and helped establish COMNET Minnesota as the state’s first local chapter of The Communications Network.

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