Morale tends to decline during prolonged crises as glory fades, adrenaline wanes, fatigue sets in, tempers flare, and there is less conviction and light at the end of the tunnel. However, maintaining common purpose, inspiration, enthusiasm, confidence, loyalty, collaboration, discipline, valuing each other, having fun together, and supporting well-being can help boost group morale even during chronic crises. The document outlines ten factors that are important for building and maintaining group morale when facing a crisis that has become chronic.