Ep 229: Preparing Your Community for Change
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Preparing Your Community for Change
If you run a membership, course, or coaching program, change is going to happen.
You will update deliverables, switch platforms, or change systems over time.
The problem is not the change itself.
The problem is how the change gets communicated.
I recently worked with a client who wanted to shift their membership from being content-heavy to more coaching-focused. It was the right move, but they planned to roll it out almost immediately without preparing the community first.
That is where things usually go wrong.
Change Creates Storming
Whenever members get used to a certain structure, they become attached to it.
Even if the new version is better.
That is why communities often experience “storming” during periods of change.
Members get frustrated.
People resist.
Questions pile up.
The goal is not to avoid all resistance.
The goal is to reduce confusion and create buy-in before the change happens.
The ADKAR Framework for Community Change
One of the frameworks I use with clients comes from the corporate change management world. Its called the ADKAR model.
I have adapted it specifically for memberships and communities.
Here is the breakdown:
Awareness
People need to understand why the change is happening.
This is why surveys matter so much.
When members understand the reason behind a change, they are far more likely to support it.
Desire
Next, you need buy-in.
This means helping members understand what is in it for them.
How will this improve their experience?
How will it help them get better results?
If people do not want the change, they will resist it.
Knowledge and Ability
Once members understand the change, they need clarity around how to adopt it.
What do they need to do?
Do they need a new login, app, or process?
Then you need to make sure the transition actually works.
That means testing systems, preparing FAQs, and thinking through roadblocks before launch day.
Reinforcement
This is the step most businesses skip.
They announce the change once and assume everyone saw it.
But members are busy.
Some people only check into the community every few weeks or months.
That means you need to continue reinforcing the change long after rollout.
Repeat announcements.
Keep support resources visible.
Continue reminding members what changed and where to go.
The Bigger the Change, the Longer the Rollout
Major changes need more communication than most businesses expect.
If you are changing platforms, restructuring deliverables, or shifting the member experience significantly, start communicating early.
The more time members have to process the change, the smoother the transition will be.
Final Takeaway
Change inside a membership is normal.
But poor communication creates unnecessary frustration.
Before rolling out a major change, walk through these five steps:
Awareness
Desire
Knowledge
Ability
Reinforcement
That process alone can dramatically reduce confusion and resistance inside your community.
Want help improving retention and building a stronger member experience?
Apply to work with Shana at shanalynn.com.
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