Across industries, employees are rethinking their careers, and the nonprofit industry is no different. Nonprofit organizations have filled critical gaps since the COVID-19 pandemic changed the way of living and working last year. Despite incredible odds, nonprofits have figured out how to fundraise digitally, replace in-person events with virtual events, and support their communities from afar and have done that all while figuring out how to work from home. Technology is out there to support these efforts, but finding the right tech tools is only half the battle. To prevent staff burnout during this rapid pace of technology changes, you should be proactive with purposeful communication.
There are different communication techniques that address specific staff needs, calm concerns, ensure a two-way flow of information, and consistently reiterate the vision behind a change.
If you're the one leading a technology change at your organization, a big part of your job is to help your staff successfully adjust so that your team doesn't feel overwhelmed or frustrated. It's a complex job, but there are best practices that you can lean on to make sure your staff is on board and supported along the way.
In planning your communication around any technology change, we encourage you to carefully consider the needs of your staff. Think about who is likely to be the most effective voice delivering updates about new technology so that the project doesn't seem as daunting from the start. Sometimes it's the executive director. Sometimes it's a project lead. Sometimes it's a message that should be communicated only in one-on-one conversations with a manager. The way a technology project starts will be unique to your organization. Here are some questions to think about before delivering the initial message:
Use these insights to help shape your messaging to different staff members.
First impressions are lasting, and starting out on the right foot is important. When you're introducing a digital transformation project, you are laying the groundwork and outlining the vision that will carry your organization through change.
How do you lay the groundwork in a way that keeps harmony among your staff?
Resistance to change is a natural part of any transition. Major milestones can bring uncertainty and, with it, resistance. The key to preventing this resistance from turning into staff turnover is to identify the sticking points as they arise and, with the help of effective communication, manage your way through.
Nonprofit leaders, project leads, and managers should practice deep listening to understand different voices and perspectives on the experience. In practice, this could mean putting together a small cross-functional team that represents everyone affected by the technology change. Listening closely can help you uncover and address early signs of resistance.
And remember, resistance isn't always bad. If your staff has ideas, don't shy away from those candid conversations, or pretend that resistance does not exist. Tension can lead to interesting and insightful ideas that uncover new aspects of the project and involve staff members on a deeper level.
Understandably, nonprofit staff members are tired after a long 18 months of changing the way they work — not to mention budget constraints and pressure from donors that lead to understaffed offices.
When you're in the midst of a technology change, there are key steps you can take at different phases of a project to maintain momentum.
Staff members might default to using old methods or old technology if they feel embarrassed about not knowing how to use a new system. Keep training at the forefront of conversations and planning from the start of the project. Equip your staff with training modules and support them using their time to learn new skills.
Change fatigue can lead to a lack of user adoption — one of the most common reasons technology implementations fail.
Remember to celebrate the wins of technology changes to combat change fatigue and build a supported team. Treats are always a popular choice, but we've seen our clients get creative throughout the COVID-19 pandemic with mugs or "change survival kits." Celebrating can also be as simple as shoutouts in all-staff meetings, newsletters, or bulletins. All of these signal to your staff that they are valued.
By supporting your staff with effective communication techniques, you can improve team satisfaction with your project and reduce the risk of burnout.
Kaia is currently the marketing manager at Heller Consulting, a technology consulting firm that specializes in nonprofit strategy. She enjoys telling the inspiring stories of Heller's clients, who find new ways to use technology to better serve the world.
For more on how to support your team through digital transformation projects, here are some resources:
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