Change is hard. And we don’t just mean big, societal, eradicate-poverty-and-hunger kind of change. Making changes to your organization’s communications is difficult, too.
Even seemingly small changes (like creating a new brochure) and positive changes (like developing a new brand that will help your nonprofit raise money and visibility more effectively) can be tricky and frustrating.
Just when you’re putting the finishing touches to that brochure, a chorus of voices asks whether it’s actually necessary. You roll out your new brand but people keep producing materials using the old one.
So what can you do to avoid those situations and make your efforts as high-impact as possible?
The following strategies work no matter what kind of change you’re involved in—whether it’s a shift in your communications culture, a relocation, or something even bigger, like a change in your nonprofit’s mission.
- Be clear about what it is you’re really trying to change.
Before you start to make changes, think carefully about what you’re hoping to achieve and whether the change you’re about to make really is the right way to get there.
For example, if you’re struggling to explain your organization clearly to your audiences, it’s tempting to create new materials that explain things better. But if you’re having a hard time explaining yourself, chances are you need to change your messaging, not just your materials.
Focus on why you need to change things before thinking about what you need to change. Start by writing a project brief that identifies your goals, the audiences you’re trying to reach, and the measurable results you want to achieve. Once you’ve done that, you’re ready to start thinking about what you need to change to get there.
- If it ain’t broke, don’t fix it.
Don’t change things just for the sake of change. Before you embark on any project to change your communications, big or small, make sure you have solid strategic reasons for doing so. Take a step back and ask yourself whether the change you’re proposing will really help you achieve your communication goals.
Conduct some informal research—like an online survey, interviews, or informal focus groups with your supporters—to find out whether your communications are doing what they need to. If the answer’s no, it’s probably time for a change. But if the answer’s yes, you might be better off directing your time, energy, and budget elsewhere.
“But wait,” we hear you say, “that’s only two tips, you’d said there’d be five!” Well spotted. Head on over to our blog, where strategist Maddy Milan shares three more tips to help you ring the changes as harmoniously as possible.
