Ch-ch-Changes (Part II: Implementing Change)

In Part I of this series, we discussed the importance of utilizing effective communication when embarking on change. In Part II, we discuss how communication can be used to strategically implement successful change.

It’s time. Your organization has decided to make a change. Perhaps you are embarking on a minor change (implementing a new donor database), a moderate change (reorganizing your team’s structure), or a monumental change (expanding your organization’s mission). Regardless of the type of change, its success or failure begins with communication.

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Implementing change can often occur as a top-down process: leaders determine the path forward and instruct those on the ground. However, strategically altering this process through effective communication can ensure a more successful implementation. Engaging those affected by the change in its implementation, can shift ownership from “changes made by them” to “changes made by us”. This helps ensure that all involved have a stake in both the effective implementation and sustainability of the change.
 
Reduce Uncertainty:
Change means that something familiar is ending, and something unknown is beginning. This innate uncertainty often results in increased levels of stress, anxiety, and distrust. In order to ease these (often unspoken) concerns, leadership must identify and respond to all areas of uncertainty. 

​“We are working on a thorough transition plan to implement this change, which will begin on January 1st. Until that time, all staff and volunteers should continue utilizing our current processes. You will receive further information in the coming months regarding the details of our transition plan.” 

Clarify Expectations:
A new path forward inevitably results in new expectations regarding procedures, responsibilities, and accountability. If these aren’t clearly articulated, the ambiguity can lead to increased levels of fear, frustration, and resentment; and subsequently decreased levels of morale, loyalty, and trust. Simply clarifying expectations and maintaining accountability, can help address these concerns.

"Our meeting on Monday will discuss areas of upcoming change, and how each step will be implemented.”   

Avoid the Spiral of Silence:
Everyone involved in change is a stakeholder in its success or failure. If stakeholders believe that sharing their opinions is unwelcomed or unpopular, they will often remain silent. People believing that their opinions are not valued, leads to believing that they are not valued, which results in decreased levels of engagement, loyalty, and trust. In order to address these problems, leaders must provide opportunities for all stakeholders to share their perspectives, questions, or concerns about the change in a respectful environment.

"We will be hosting a town hall meeting on Saturday afternoon at 4:00 p.m. to discuss details of the upcoming change and provide an opportunity for members of the community to ask any questions they may have.”  

No matter what type of change you are implementing, communication is a key strategic element of either its success or failure. 
 
Ready to implement real change in your organization, but unsure where to start? Reach out to us today, and let us help you empower your mission.