Feedback in the COVID-19 Response

Making the case

Quick Tips

1. Build trust to hear unbiased feedback

During social distancing, when you may not be able to meet with affected people in person, it may feel hard to build or maintain relationships with the communities you serve. However, effective feedback loops still require trust. If you’re working with communities with which you’ve established a relationship, build on that relationship. If you need to build trust, plan for how to build that trust from the beginning. Remember that engaging in two-way conversation, even from a distance, will build more trust than simply extracting feedback. Let affected people know upfront why you are collecting feedback, how they can communicate with you, and when they can expect a response or follow-up.

2. Listen in a way that doesn’t burden people during a stressful time.

During COVID-19, people have even more concerns on their minds than usual, and responding to a request for feedback immediately may not feel possible. Try and give people time, space, and multiple options to answer in the way that makes the most sense for them. Be flexible on deadlines or how you hear from people. Where possible, ask people how they prefer to be communicated with.

3. Consider changing your methodology and delivery method to match current community needs.

The COVID-19 crisis has fundamentally shifted how all of us communicate. Whereas you may have previously sought feedback through one-on-one conversations or in-person focus groups, you may have to change your methods to comply with social distancing or other travel restrictions. If you have to change your methods, make sure you consult your constituents on the best way to reach them. Make an effort to ensure that your response is appropriate. Not everyone has a cell phone or internet access. Look into tools like communicating over radio or gathering feedback in a suggestion box if need be, and select the method that is most appropriate for the community that you’re working in. Examine your capabilities, the needs of your community, and look for ways to adapt where needed.

4. Focus on listening to the most marginalized people within the communities you serve.

This pandemic highlights our interconnectedness and the need to ensure that all communities’ health needs are addressed. This crisis may reveal or exacerbate gaps that your organization wasn’t previously addressing. Intentionally seek out those who are harder to reach and who may not have access to the services that better-connected communities are already accessing, and be intentional about listening and acting on feedback you hear from these groups to ensure your response is holistically addressing the needs of those you seek to serve.

5. Be clear about what you can offer and adapt questions to focus on the immediate needs of affected people.

The current needs stemming from this crisis are great: from supplying hospitals with much-needed equipment to addressing the economic fallout to working to close education gaps, your organization may not be able to do everything. When seeking feedback, be clear about what you can do and seek feedback that you can reasonably act on within a clear timeline. Instead of asking “What do you need?” tailor questions to reflect what you are bringing to the table at the time. For example, “If we can provide only one shelf-stable food to you initially, what item would you prefer?” Think through social distancing guidelines, current funding, and other applicable restrictions or opportunities and use those to formulate your questions.

6. Communicate and listen in the native languages of those you’re serving.

You may have new ways or methods of working during this pandemic, which makes it even more important that you’re reaching all affected people in ways that make it easiest for them to provide you feedback. In these times, it’s essential that the questions you ask are clear and the answers you receive are communicated correctly. Asking for feedback in the native languages of those you seek to serve both ensures that your questions are precise and helps to build trust in the communities where you work.

7. Close the loop by telling people how you are responding to their feedback.

During this time of extreme uncertainty, it’s especially important to be as clear as possible with those you serve about what you heard and how you will act on that feedback. Whether you are able to immediately address the needs expressed or not, communicating about what you can do and why, builds trust and lets constituents know you value their time and input. In a time of crisis, when people have more on their plate than normal, acknowledging the time they gave you by following up with your concrete actions is necessary.

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