Merger Messaging: A Strategic Approach to Communications Planning for Nonprofit Mergers
Nonprofit mergers in health and human services, associations, credit unions, and many other sectors can be complex and challenging, but they can also present significant opportunities for organizations to amplify their impact, enhance their efficiency, and serve their communities more effectively. However, for a merger to be successful, it is essential to have a strong communications plan in place.
Communication is important for nonprofit mergers for a number of reasons. First, it helps to ensure that all stakeholders, including staff, boards, donors, volunteers, and community members, are informed about the merger and its potential benefits and impacts. This information is essential for building support for the merger and managing any concerns that may arise.
Second, communication helps to create a sense of transparency and trust during the merger process. When stakeholders feel like they are being kept informed and that their input is valued, they are more likely to support the merger.
Third, communication helps to build excitement and momentum for the new organization. By sharing the combined organization's vision and plans for the future, communicators can help stakeholders to see the potential benefits of the merger and get excited about what it means for their community.
The communication plan will have two distinct components: one for the pre-merger period and one for the post-merger period. Before the merger closes there will be a need to ensure stakeholders understand the rationale and are engaged for their value in the process. Once the merger has closed, the communication will become about change management and ensuring stakeholders are kept informed about progress, successes, and updates. A well-crafted nonprofit merger communications plan should include the following elements:
Target audiences: Who are the key stakeholders that need to be informed about the merger? This may include staff, donors, volunteers, regulators, members, community members, government agencies, and funders.
Key messages: What are the key messages that need to be communicated to each target audience? What are the benefits of the merger, and how will it impact each audience?
Communication channels: How will the key messages be communicated to each target audience? This may include email, social media, website updates, town hall meetings, and one-on-one conversations.
Timeline: When will the key messages be communicated? It is important to develop a timeline that takes into account the different stages of the merger process and the needs of different target audiences.
Budget: What resources will be needed to implement the communications plan? This may include staff time, printing costs, and website development costs.
To develop and implement a nonprofit merger communications plan, our nonprofit consultants suggest the following steps:
Establish a communications team: The communications team should include representatives from both organizations involved in the merger. The team should be responsible for developing and implementing the communications plan, as well as responding to questions and concerns from stakeholders.
Identify target audiences and key messages: Once the communications team is in place, they should identify the key stakeholders that need to be informed about the merger and develop key messages for each audience.
Select communication channels: The communications team should select the communication channels that will be most effective for reaching each target audience.
Develop a timeline and budget: The communications team should develop a timeline for communicating the key messages to each target audience, as well as a budget for implementing the communications plan.
Implement the communications plan: The communications team should implement the communications plan according to the timeline and budget.
Monitor and evaluate the communications plan: The communications team should monitor the implementation of the communications plan and make adjustments as needed.
Communication is essential for the success of nonprofit mergers. By developing and implementing a strong communications plan, organizations can ensure that all stakeholders are informed about the merger, that any concerns are addressed, and that excitement and momentum are built for the new organization.