Preparing a Global Organization to Communicate a Ministry Transition
What does a global ministry do when they need to coordinate and execute multiple change management communications?
They secure a strategic communications partner to counsel them through staff, donor, partner and general communications.
The Challenge
After 80 years in ministry, one global organization redefined its mission, vision and strategic direction to ensure success for future decades. This valuable process led to several consequential organizational changes.
The ministry engaged Guardian to guide senior leaders on a communications strategy for these internal and external changes and to then execute tactical communications.
With staff wary of the impending changes and a donor base that might struggle with the transition to the new mission, effective communication was critical.
The PROCESS
Strategic planning is the starting point for successful change communications.
Collaborating with senior leaders, our work included:
Managing the planning process to achieve smooth transitions
Pressure-test the leadership’s thinking and planning
Providing counsel as issues developed and adjustments were required.
Key message and Q&A development
Addressing each audience’s concerns through customized communiques.
Educating and supporting employees, who, in turn, did the same for donors, ministry partners and the general public.
Effective internal communications was crucial, building trust with employees to ensure they remained organizational advocates and did not turn into adversaries.
Our messaging and communications provided a clear foundation for ministry partners and donors to understand the refined direction of the ministry; staff could then follow up with more nuanced conversations if necessary.
The results
As a result, the organization’s leadership felt equipped to communicate the changes within the organization and as a result, staff and donors were turned into change advocates, ensuring a smooth transition and good positioning for future success.