Ep 11: How to Navigate Change in Your Community

May 3

Navigating Change In Your Community

If you have a course membership or group coaching program, you'll likely have to deal with addressing change inside your community. Change can be uncomfortable, especially for those accustomed to a specific structure, deliverables, culture, or system within the community. When making shifts, it's crucial to communicate the change intentionally.

Transparency In The Shift

I recently started working with a new client who was in the midst of undergoing a significant transformation. Their membership program, which had been operating for a year or two, came to the realization that they were overwhelming their community with an excessive amount of content. They wanted to make the shift from content-oriented to coaching-oriented deliverables. However, they hadn't communicated this change to their community, and they were about to roll it out the following week. Witnessing this, I entered panic mode because I had seen the negative impact of poorly rolled-out changes in communities before.

While I couldn't prevent the planned change from taking place, we did take several measures to lessen the impact of the storming that emerged within their community. However, even two months after the change, certain community members still expressed dissatisfaction, despite understanding that the changes were made for their benefit. So, what led to this storming? It's a typical reaction when change occurs within a community, but employing effective communication can greatly reduce its effects.

Currently, I'm working with another client who will be changing the deliverables and creating a new member platform for their community. This means a lot of change will be rolled out at once. We are currently developing a two-month change rollout communication strategy to minimize storming and gain buy-in from the beginning. This strategy is not something I invented; it's a change management approach used in corporations. I've adapted it to my work with communities, and it's called ADKAR. Let me walk you through it.

Before diving in, it's important to note that the magnitude of the change determines the required communication time. When changing deliverables in a platform, like my current client, it's advisable to have at least 30 days to work people through the change. Additionally, a few weeks should be dedicated to teasing and announcing the upcoming change. However, I understand that time constraints may not always allow for this duration. Nevertheless, it's crucial to consider how long you may need to communicate a shift within your business or program.

For smaller changes, like a team member switch or a quick change in a deliverable, you may not need 30 days of communication. Nonetheless, it's still important to think through the process and communicate effectively.

The ADKAR Model For Change Management

The ADKAR model is a widely used framework in corporate settings to facilitate successful organizational changes. The model consists of five stages: Awareness, Desire, Knowledge, Ability, and Reinforcement.

Awareness- You need to create awareness of the need for change. I recommend regularly surveying your community. When considering changes to deliverables or systems, survey your community first to gain an understanding of their needs. Then, you can go to the community and say, "Our survey showed that you wanted more of this and less of that," or "Our survey revealed you were overwhelmed," or "Our survey indicated that this tool was not effective for you."
Desire- How can you create a desire for your community to embrace the change, whether it's a new platform, deliverable, or team member? Put on your marketing hat and continue selling them on the benefits of the change. Share what's in it for them and get their buy-in.
Knowledge- Community members need to know how to participate and adopt the change. Even if it's a simple task, communicate it clearly.
Ability- Ensuring that community members have the necessary knowledge, resources, and access to make the change. Remove any obstacles and address frequently asked questions.
Reinforce- Involves continually supporting and reinforcing the change. Avoid assuming that everyone is aware of the change by consistently providing reminders and assistance. When it comes to change management, I believe in the concept of "always be onboarding," similar to onboarding new members. It's important to reinforce changes within your community instead of making an announcement and then forgetting about it. Neglecting to reinforce the change can lead to confusion and support issues down the line.

Implementing Change In Your Community

To summarize, the ADKAR model consists of five steps: awareness, desire, knowledge, ability, and reinforcement. I encourage you to use this model when implementing changes in your community. For small changes, a brief discussion with your team can ensure a smooth transition. However, for significant changes, consider starting the process 3 months in advance to allow ample time for adoption. This approach will help minimize resistance and ensure a successful transition.