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Transform Transition into Opportunity
L. Scott Schultz, President
April 2010

It could be the sun, moon and stars aligning themselves, or the great recession, or just a coincidence – but many of our nonprofit clients seem to be going through or anticipating leadership transitions.

There’s no denying that both planned and unplanned changes in leadership can be difficult. But our experiences with clients suggest that, if handled well, transitions (a.k.a. turnover) are also excellent fundraising opportunities.

With the right approach, even a crisis can be transformed to work in your favor.

Over the years, Schultz & Williams has supported a wide range of organizations during executive transitions that were the result of causes ranging from an untimely death to retirement to a move up the career ladder – and, of course, transitions are not always by choice.

Some of the biggest missteps during a transition are: shutting down internally, becoming defensive and losing control of your message. It’s natural for a degree of concern and uncertainty to arise during a high-level leadership move. But it’s not a time sit on your hands. You don’t want to lose a board member, donor or other staff over a transition – simply because people don’t know what’s going on.

So the first thing for both staff and volunteers to remember in times of flux is not to panic, but to think: “Aha! Strategic opportunity.”

Indeed, a carefully planned, proactive series of communications to your top donors about the change in leadership, coupled with related cultivation steps, can offer a prime opportunity to reach out to donors.

This was the case for an educational institution we worked with. During a campaign planning study, questions emerged about the future plans of the President, who had been there for a number of years. It turned out that he was indeed ready to move on, but insiders were unaware of his plans. Prompted in part by questions stemming from our planning study, he decided to go public with his plans.

Thus, a strategic opportunity emerged. S&W worked with the client to develop a strategic communications plan specifically tailored for their A-list donors. The plan, flawlessly executed by staff, helped make key individuals feel part of the transition, instilled in them a sense of confidence in the leadership change and gave them a glimpse of the new leadership’s vision for the future.

The final result was a seamless transition that fostered both renewed interest and support among donors and didn’t interfere with fundraising plans.

It’s true that transitions can get messy. They can happen suddenly and under the gun. They can also take time. Based on our experience, a practical formula to leverage a leadership transition in any scenario will include:

  • Understanding the Facts – Have a handle on all the facts and the situation.
  • Messaging – Make sure all communication, both internal and public, is clear and consistent; have control over the message.
  • Target Lists – Identify who needs to know, who needs to help and which donors need to be engaged; make them feel like insiders.
  • Strategic Communication – Execute a strategic development communications plan with frequent points of contact so that important prospects feel involved in search decisions and in the vision of the organization’s new leader.

There is opportunity in every challenge, including transitions. So make the most of it. S&W is here at the ready to help you and your organization through the transition.

Schultz & Williams is a national consulting firm based in Philadelphia; providing management, fundraising and marketing consulting for nonprofit organizations, along with full-service direct marketing, database and creative/production services.