Diffusion Strategies for Change

1. Diffusion Strategies for Change Source: Charles Arn, How to Start a New Service: Your Church CAN Reach New People, Baker, 1999.

2. Core Group Committed Workers Congregation “The wise leader will subscribe to a basic 3-step process in presenting new directions to the church.” Doug Murren The Wise Leader

3. Who hears it first? • Your primary leadership body should be the first to receive formally your proposal.

4. If you start elsewhere … • 1. You risk inaccurate presentation of the idea if leaders learn about it second-hand. • 2. You risk resistance from leaders who resent that they were not the first informed. • 3. You later lose credibility in public meetings.

5. Layers of Bureaucracy • “Most organizations have layers of opinion makers.” Leith Anderson • Goal: begin with inner layer of concentric circles, get buy-in on change, move to next (broader) layer of circle

6. Layers of Bureaucracy Congregation Other Leaders Church Board Staff Church Chairperson

7. Diffusion Sequence for Introducing the New Idea Church Chairperson

8. Layer 1: Church Chairperson • Even if this person is not a significant opinion maker, the position demands your early consultation • Highly symbolic check-off • Will help with political considerations

9. Diffusion Sequence for Introducing the New Idea Staff Church Chairperson

10. Layer 2: Staff • It is important for church staff to present a single voice of support for the new idea • Often resistant: the full-time music director • Can help resistant staff by taking them on-site to churches where the new concept is being enacted

11. Diffusion Sequence for Introducing the New Idea Church Board Staff Church Chairperson

12. Layer 3: The Church Board • You need not only to have board permission, but strong support. • Turn board/council members into advocates for the change … especially in public meetings • Never surprise a board member! • Meet w/them before-hand in informal settings • Share your personal convictions • Ask for input & feedback, then prayer

13. Diffusion Sequence for Introducing the New Idea Other Leaders Church Board Staff Church Chairperson

14. Layer 4: The “Unofficial” Board • Find other gatekeepers, opinion- shapers, and power-brokers in the church • Deal with them before the meeting • Never let them be surprised • Let them offer their two cents out of the public eye

15. Diffusion Sequence for Introducing the New Idea Congregation Other Leaders Church Board Staff Church Chairperson

16. Layer 5: The Congregation There is homework to be done … • before, • during, and • after the board meetings.

17. Before the board meeting … • Handout 1: Church Mission statement • Handout 2: Charts & graphs • Handout 3: Testimonial resources • from practitioners, denomination, etc. • Handout 4: The proposal itself • Handout 5: Reasons for proposal • Handout 6: FAQ

18. During the board meeting … • Distribute handout packet • Multimedia presentation or testimony from outsider or “expert” • Tell of own pilgrimage to the idea • Communicate that you are … • A). Passionate about the idea • B). Open to tweaking in how-to • C). Going to evaluate appropriately

19. When honestly possible … • 1. Describe the proposal as a short-term experiment, not a no-turning-back change. • 2. Describe the change as an addition rather than a substitution. • 3. Focus enthusiastically on the proposed benefits of the new idea. • 4. Avoid voting now. Postpone the vote till a future, second meeting.

20. In “the meeting after the meeting” … • Unearth pockets of resistance • Find key supporters and enlist their vocal support within and outside of official meetings • Incorporate any appropriate new twists on the idea

21. In the “voting” meeting … • Keep the purpose front and center, building any change on foundation of shared values • Show a thorough process to this point • Have research at-hand • Drop names of key supporters • Emphasize total support of the board • Ask people to withhold negative criticism until a period of evaluation is completed

22. And at the vote, remember … • Keep your expectations appropriate! • Innovators: involvement • Early adopters: support • Middle adopters: acceptance • Late adopters: tolerance

23. Conclusion • A careful process of diffusing a new idea can enlist the kind of buy-in that reduces friction, enlists support, and makes the change work!

24. Diffusion Strategies for Change Dr. John P. Chandler, The Ray and Ann Spence Network for Congregational Leadership www.rasnet.org Copy right Dr. John P. Chandler, 2000