We Need Courageous Institutions Now More Than Ever
The next four years will test us like never before.
By Deroy Peraza, Partner at Hyperakt
The day after Donald Trump was elected to a second term, I wrote about the gravity of the moment. I’ve spent the last two and a half months in pursuit of calm before the storm—focusing on joy with family, friends, and soccer while also processing our new reality.
The storm is here.
Illustration by Merit Myers
January 20 felt worse than I expected. On a bitterly cold Martin Luther King Jr. Day, Trump’s second inauguration wasn’t just a transition of power; it was a declaration that the rules had changed. Former presidents sat awkwardly in the front row—powerless, irrelevant. “Liberation Day,” Trump called it. “The beginning of a golden era.”
Now I find myself asking: How much are we willing to let democracy and the progress we’ve made as a society erode in exchange for promises of prosperity and strength?
At Hyperakt, we don’t just watch these shifts from the sidelines—we work with organizations fighting for justice, equity, and progress every day. We see firsthand how vital you are to holding the line, and we know that your need to clarify and communicate your mission has never mattered more. You will play an important role in this new reality.
Nonprofits, foundations, and public institutions are among the last checks on power.
It’s time to move beyond emotion and act strategically. This fight will play out in courts of law and in the court of public opinion. Every message matters. Every story matters. Every word matters. Nonprofits, your brand needs you—and you need your brand—to channel your courage.
A Defining Moment
The people have spoken. They’re angry with the “elite ruling class.” Trump is their wrecking ball, viewing institutions as obstacles to weaken or destroy. Nonprofits are under attack—federal funding is threatened, and critiques are coming from all sides.
Take a breath.
I feel the sting of the threats to this ecosystem. Our work is all about helping nonprofits communicate your purpose and explain your ideas. We help convey the value of your work to the public because we believe in it.
Nonprofits are filled with good, smart people working to make the world better for everyone. You've transformed society and improved billions of lives through advances in public health, climate action, human rights, criminal justice reform, education, and poverty reduction.
Are nonprofits perfect? No. But you're aware of your tensions and wrestle with them constantly because you care. Big organizations are messy, and still they accomplish big things. Wrecking balls can destroy quickly, but institutions can build solutions that last.
We’re on a losing streak—there’s no shame in admitting it. The question is, will we let it continue, or will we adapt, refine our strategies, and fight for a future of victories?
Clear Eyes, Full Hearts
In the face of what will be 4 years of attacks on progress and progressive values, we need to reclaim control of narratives that have been taken from us. We must boldly make the case that a progressive, pluralist, democratic society—one with checks and balances—offers a better future for us all than a regressive, isolationist, autocratic one.
Nonprofits must meet this moment with conviction and protect the foundations of our democracy.
We need to validate the pain people are feeling and clearly explain how we help society heal that pain. Our communication needs to be authentic and confident so people believe it.
That can only be done with courageous brands.
Unifying Around Simple Core Ideas
Amid a flood of competing challenges, resist trying to tackle everything at once. Do what you do best. The work ahead demands strategic focus. It requires clear, simple messaging. Overcommunicating details and nuance to convey that your work is complex isn’t a winning strategy. Simplicity is what allows more people to understand it and get on board.
In spite of the politics, the lies, and the moral flaws of the messenger, Trump’s platform is a case study in clarity. His entire “Make America Great Again” platform boiled down to four points, repeated relentlessly:
- Make America Safe Again – Immigration enforcement
- Make America Affordable & Energy Dominant Again – Trade tariffs, energy deregulation
- Drain the Swamp – Efficiency, deregulation, retribution
- Bring Back American Values – Traditionalism, gender norms, meritocracy, patriotism, exceptionalism
His political and media allies stick to these talking points, reinforcing them word-for-word. The Right has mastered the art of simple, emotionally resonant communication.
The Left, on the other hand, often tries to communicate about too many issues to too many groups with too many words, making it difficult for people to grasp an overarching vision. When everything is equally important, nothing stands out. The Right, then, steps in to distort our messages to their advantage.
The act of branding is about taking control of your own story. To take control of the narrative, we must simplify and sharpen our messages, focusing on core ideas that connect with the majority—ideas we can back up with action.
Understanding the Motivations of Your Audience
To be effective messengers, nonprofits must listen to what people have expressed through their votes and adapt accordingly. The goal is to make your work relatable to more people, showing how it benefits society as a whole.
The Hidden Tribes study by More In Common, found that Americans are driven by different core motivations: conservatives prioritize order, while progressives prioritize humanity. Trump capitalized on the perception that order has broken down, promising to restore it through simple and direct policies.
For many, “order” means safety, security, financial stability, traditional values, and cultural identity. If progressives want to win hearts and minds, we must acknowledge and address these concerns in a way that aligns with our values. Meeting people where they are doesn’t mean compromising principles—it means framing progressive ideas in ways that speak to the broadest possible audience.
To win, institutions that support progressive causes must recognize the public’s deep-seated need for stability and offer a compelling vision that balances order with humanist values. We are seeking a more safe, more free, and more just world for all people. When we move beyond our own differences and align on what this means, these are hard goals to refute.
Leading with Courage
This moment demands courage—not just in action, but in communication. Nonprofits and public institutions must shape the narrative with clarity and conviction. The Right has figured out how to connect with a majority with memorable, direct language; we must do the same without losing the depth of our values.
Winning requires focus. We must acknowledge people’s frustrations, offer a compelling vision for the future, and communicate it with confidence. Strong brands and institutions must lead with purpose and resolve. The America we know and have been working toward depends on it.
This battle will unfold in courtrooms and in the public sphere, and institutions will play a key role. Every message, every story, every word matters. Now is the time to use your brand as a force for courage, clarity, and change.
We're here for you if you need us.
