Reputation Management Protocol & Strategy for SPIRIT NYS

Problem Statement

SPIRIT NYS lacked a structured approach to online reputation management and had little presence on key nonprofit rating sites. With minimal reviews, unclear public sentiment, and no crisis communication plan, the organization faced risks to credibility and donor trust. We had to overcome challenges including limited digital infrastructure, lack of prior benchmarks, and short project duration.

Goals

• ​Strengthen SPIRIT NYS’s digital presence on nonprofit and social platforms

• Establish a proactive response system for both positive and negative feedback

• Enhance transparency and trust with stakeholders, especially younger donors

• Improve internal capacity for real-time monitoring and response

Process

We began with a full digital audit, reviewing SPIRIT NYS’s presence across Google, Facebook, Instagram, Charity Navigator, Great Nonprofits, and Guidestar. Using these insights, we developed strategic recommendations for each platform, customized templates for public responses, and a crisis communication plan to address potential PR issues.

A key part of our solution included recommending the use of Hootsuite, an AI-powered tool for real-time feedback collection, keyword monitoring, and dashboard-based sentiment analysis. We also simulated sample negative reviews and crafted empathetic, values-aligned responses. We integrated GenAI tools to streamline the creation of review responses and donor messaging, ensuring tone consistency.

Our process was highly collaborative—weekly group check-ins, shared Blackboard journals, and versioned Google Docs ensured alignment and timely iteration of strategies.