Leading Community Change

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Leading community change
is a process.
Though the process may differ from
one change initiative to the next …
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Solution
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… there is a common set of questions
That should be answered…
… by a group before work on a
change initiative commences.
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The more focused the answer to this
question, the easier it will be to
communicate the change initiative to
people outside the group.
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The people you are trying
to influence should be
offered compelling reasons
to support you.
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It is worth noting that
in any community, 10%
of people are likely to
support you …
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… 5 – 10% are likely to
oppose you; whilst the
remaining 80 – 85% are
what we refer to as the
“silent majority”.
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The silent majority can
be undecided or
ambivalent towards
change initiatives.
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Winning over the silent
majority is hugely
important in successfully
leading community
change.
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This silent majority will
need compelling
reasons to support
the change proposed.
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These reasons will also
be used to counter
opposition arguments.
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You should consider what the
community at large knows about
you as a collective group and the
individuals leading the group.
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You should also consider how much
influence your potential opponents
have in the community as well.
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Answering this question will help
you to determine what kind of
tactics to use in influencing the silent
majority and community opinion
leaders.
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It will also help you to clarify the
reasons why you believe that the
community are likely to follow your
lead.
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Opinion leaders as the
name suggests, are
people that the
community respect.
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Their endorsement of
your change initiative
can be most helpful in
winning over the silent
majority.
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If they are not known to
you personally, you may
need intermediaries to
speak to them on your
behalf.
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Opinion leaders are
people that you will build
working relationships with.
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Therefore, consider the reasons
why they should support your
change initiative and be sure to
communicate these reasons to
them.
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Your message should be compelling
enough to get people interested in
what you and your community group
have to say on the change initiative
that you are pursuing.
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The answer to this
question is the “best
person for the job.”
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Though often times the
chairperson of a
community group will act
as external spokesperson …
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… it can be whomever the
change initiative group decides is
best placed to communicate
externally with respect to change
issues.
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There is a wide range of
communication methods
and tools that can be
used.
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A community group
should consider which
of the available tools …
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… are best suited to
disseminating
information and
receiving feedback.
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In Summary,
Leading community change is a
process that can be understood
in terms of the answers
provided to key questions.
Solution

Learn more with CramdenTECH!
BoardPASS Training for Directors and Trustees: www.boardpass.ie
Governance Management Systems: www.cramdentechsolutions.com
Email us today: learning@cramdentech.com

Leading Community Change

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