Has this ever happened to you?
You invest hours and hours of prayer and weeks of planning and preparation, pore over details of implementation, and finally announce your exciting new initiative—only to have it met with lukewarm, or even hostile, reception.
Was it a stupid initiative? Was it the wrong vision? Was it poor timing? Maybe.
Or, what about announcing the planned or unplanned departure of a beloved staff member, sharing the shutdown of a long-term ministry, or moving your church in a direction that is different from what was previously considered? How do you share these things without losing the trust and faith of those you shepherd—or worse, having them leave?
In these cases, all the planning in the world won’t overcome a poorly communicated and unsupported plan. People won’t agree to a plan they haven’t heard anything about, and oftentimes the only way it gets heard is by making sure that the right people have already had a chance to buy into it.
We forget sometimes that while we’ve spent hours upon hours thinking about, praying over, and planning for something we see as a viable initiative, it’s still a brand new idea to a person who hears it for the first time. If it comes at them cold, or they look around and don’t see the people they know and trust nodding in agreement, you’re probably in for a lot of questions—and perhaps darts—aimed at your plan.
You can save yourself disappointment and challenges by sharing important news through a cascading communication plan.
It looks exactly like it sounds. Just like water cascades over a waterfall, your communication needs to cascade outward from the source to all who will be affected.
People can handle tough news if it is delivered with thoughtful preparation. Similarly, they can get excited about new ideas if you include them in the vision and implementation process.
Start with the inner core.
Your inner core might be your executive staff, leadership team, or elders. As the people on this team get on board with your idea, they will become the catalyst for implementation. But if this group of people isn’t on board, and if they are not equipped with the right language, FAQs, and super-clear marching orders, chances are you’ll be headed for trouble.
This group is the one that people will instantly seek out to get the rest of the story. Your inner core is responsible for carrying out the vision during any transition or change, and people will want to know if this team is on board with the new thing.
Next step: Determine who is part of your inner core. Write each of their names down and decide if an individual conversation is needed with any of them.
Move to the influencers of influencers.
You know who these people are—the ones in your church or organization who everyone looks to. When asked, can these people speak with confidence and excitement about the new idea? Can they communicate well to others that it’s going to be OK?
These people may shepherd and influence tens, if not dozens, of others. They are probably key stakeholders in the ministry because of their investment of time and resources. Get in front of them to share your gratitude for who they are, the vision for where you’re going, and invite them to influence others within their sphere.
These people are “with you” in ministry—don’t leave them behind or treat them just like any other person. Invest in them like they invest in you.
Next step: Identify the individuals and groups that possess significant influence. Next, group them by breadth of influence. Are there similarities in their roles that make sense to group them by? Are any of them a priority to connect with first?
Create your plan.
Once you’ve outlined which groups to include in your cascading communication plan, consider how you’ll reach out to them. This might include small group meetings, one-on-ones, vision casting nights, and email and direct-mail announcements.
Develop talking points—not sales points—to highlight the most important things about the change or initiative. With care for the people you are called to lead, purposefully craft the right messages to help them receive the information, embrace it, act on it if needed, and move forward.
Next step: Look at your list of influencers and the order in which you will reach out. Next to each group, write down how you will communicate with them.
Take your time as you craft your plan. Involve the right people who share your vision. Evaluate as you move forward.
Does it sound like a lot of work?
It is. But if your initiative truly matters, the investment is worth it.
Let’s journey together.
You don’t need to do ministry alone. You can find opportunities to connect, plus more content and conversations about church administration, at XP Summit: xpsummit.org.
