Challenge
A nonprofit dedicated to supporting foster children, children with special needs, families in crisis, and young victims of trauma faced a significant leadership transition when its founding CEO retired after more than 30 years of dedicated service. Given the sensitive nature of the organization’s work and the deep emotional ties within the community, it was crucial to communicate this change in a way that reassured both internal and external stakeholders. The objective was to present the transition as a calm, planned passing of the torch, ensuring the continued health and impact of the organization.
Solution
Red Banyan was engaged to craft both internal and external communications materials that would guide the leadership transition and preserve the legacy of the outgoing CEO while introducing the incoming CEO.
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Core Messaging Development: Red Banyan developed core messaging that reflected the sensitive and emotionally charged nature of the organization’s work, ensuring that all communications maintained respect for the mission and the lasting impact of the outgoing CEO’s leadership.
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Internal and External Communications: Red Banyan drafted personalized letters to staff and stakeholders explaining the transition and reassuring them of the stability and continued impact of the organization. Additionally, an op-ed was crafted and published in a major local newspaper, effectively introducing the leadership change to the broader community.
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CEO Media Training & Messaging: Red Banyan interviewed the incoming CEO to capture his voice and ensure that his message resonated with both internal and external audiences. Media training was provided to the new CEO to help him navigate interviews and public appearances as the new face of the organization.
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Promoting Key Events: Red Banyan helped promote the nonprofit’s major community event, a commemoration of a tragic local event, which was hosted at their resource center. This event provided an opportunity to further demonstrate the organization’s ongoing commitment to the community and its support for those affected by trauma. The event was covered by every local media outlet.
Results
The leadership transition was successfully managed, with all communication goals met. The retiring CEO expressed satisfaction with Red Banyan’s work, particularly noting that the quality of the written communications exceeded anything she had experienced during her tenure. The smooth handling of this sensitive transition allowed the nonprofit to maintain its reputation and continue its vital work with foster children and others in need.