Discussing a Change in Leadership with Your Donors

As bridge builders whose success depends on forging authentic relationships with donors, fundraisers can sometimes find the line between the professional and the personal becoming blurred. This can be particularly complicated if the institution makes decisions that the gift officer disagrees with personally. Inevitably, a donor or prospect will ask, “But what you do you personally think about…?”

Maybe the donor is just curious. Or maybe they’re disgruntled about a new policy, ruling, or direction and want you to weigh in. Because it is so easy to make a misstep, these conversations demand expert diplomacy. This is especially true when discussing with donors a change in leadership at your school, foundation, or nonprofit.  

If a changing of the guard hasn’t happened to your organization yet, it will. And most organizations are not ready. Only 29% have a written succession plan in place. A shift to new leadership can make gift officers feel like they’re doing a delicate dance, maintaining public trust and enthusiasm and embracing the new boss’ vision while tapdancing around donor grumbles and organizational politics.

We’re here to help you choreograph that dance, to prepare you to lead a conversation about a change at the top so you can guide supporters and stakeholders through a smooth transition (and waltz around any potential slip-ups).

Understand That Change Can Feel Like Grief

First and foremost, it is vital to recognize that change can be akin to a grieving process. Both donors and fundraisers may experience feelings of loss, uncertainty, and even resistance. Acknowledging these emotions is the first step toward navigating the transition effectively. Understanding that everyone is on a journey of adaptation can help you approach delicate or potentially divisive conversations with compassion and patience.

Listen with Empathy

During times of change, listening with empathy becomes a crucial skill. What’s the distinction between listening with empathy and offering a sympathetic ear?

• Sympathy: When you sympathize with a donor you get what they’re going through, but you’re not actively feeling it along with them. You’re expressing understanding but keeping your emotional distance.
• Empathy: When you’re practicing empathy, you’re taking the time and effort to fully appreciate how a donor is feeling about the change in leadership. This allows you to respond sensitively to their concerns, but not to pass judgment or pass on inappropriate remarks. Your empathy allows you to connect, but not to commiserate (commiseration is the job of sympathy).

If you think of empathy less as a tactic and more as a method of genuine communication, you’ll see that it is already part of your day-to-day work. You connect with supporters by identifying their motivations to sustain your mission. Apply the same skills when you’re discussing a change in leadership and your donors will feel seen and heard.

Bring Donors Along in the Change

When there’s a turnover, transparency is key. Your major donors should not find out about a new board member or the departing president through the grapevine. Take a proactive role in sharing the news (when the time is right). Let prospective and existing donors know that the organization is undergoing changes and that everyone, including the fundraising team, is learning and adapting in real time.

This approach fosters a sense of inclusivity and shared experience. Donors will appreciate the honesty and may feel more connected to the organization’s journey, seeing it as a collective evolution rather than a top-down imposition.

Highlight Endorsements from Key Leaders

One effective way to quell donor apprehensions is by pointing out that key leaders at the institution are endorsing the new direction. Highlighting these endorsements can provide a sense of continuity and reassurance. It shows that the transition is thoughtful and supported by respected figures within the organization, which can bolster donor confidence and trust.

In the discipline of change management, a key tenet is “being a champion of the positive potential.” While this usually is applied to the adoption of new technology, it goes for discussions of leadership change, too.

Michael Reardon, PhD, author of the Nonprofit Change Management Toolkit, puts it this way: “Ensure that every group views the disruption of the change as short-lived.”

Sharing endorsements from esteemed leaders in your organization demonstrates to donors that people they respect are already on board. It can help donors feel less resistant to the change. They might even feel more engaged with your organization when the positive potential in fresh leadership is shared by those in the know.  

Acknowledge Frustration but Anchor in the Future

Despite best efforts, there will be times when donors express genuine and ongoing frustration with the new direction. It is crucial to validate their feelings and acknowledge their concerns while emphasizing the importance of the organization’s chosen path. Communicate that their involvement is highly valued and that you sincerely want them to be part of the organization’s future.

However, be unambiguous: The organization is committed to moving forward. This approach respects the donor’s autonomy and reinforces the integrity of the fundraiser-donor relationship, making it clear that while the organization values their support, progression towards the new direction is inevitable.

Practical Steps for Fundraisers

When a transition is in the works, you don’t want to lose fundraising momentum. If donors don’t have confidence in your organization, you could face long-term challenges, such as legacy donors changing their wills or major donors pivoting to other organizations. So, let’s get the step sequence right so you can discuss leadership change with confidence and keep your donors in the fold.

1. Maintain Open Communication

Regularly update donors about the changes and how they align with the organization’s core values and mission. Clear, consistent communication helps in managing expectations and reducing uncertainty.

2. Leverage Success Stories

Share positive outcomes from the new leadership’s initiatives by relying on your outstanding storytelling skills. When you highlight tangible benefits and achievements, you’ll showcase the “positive potential” in the new order.

3. Personalize Your Approach

Understand that each donor is unique and may have different concerns and expectations. Just as you would create custom messaging for appeals, tailor your approach to address your donors’ specific needs and interests. Personalized communication can make each of them feel more valued and understood.

4. Provide Opportunities for Engagement

Invite donors to engage with the new leadership through events, meetings, or exclusive updates. Creating opportunities for direct interaction can help in building trust and fostering a sense of community.

5. Stay True to Your Values

Even as you represent the organization, stay true to your own values and principles. Authenticity is crucial in maintaining genuine relationships with donors. If there are aspects of the new direction that you find challenging, avoid sharing your concerns with supporters (even if they try to pull it out of you). Focus instead on the positive elements that align with the organization’s long-term mission.

Forge More Resilient Donor Relationships

Navigating the complexities that come with a change in leadership can be particularly challenging for gift officers, who are never happy to disappoint or alienate a donor. The communication strategies outlined here can provide you with more than donor talking points. A leadership change—even if disruptive—can provide you with the opportunity to forge a more resilient, forward-looking relationship between the donor and the organization. And that can be a step in the right direction for growth and mission success.