Embracing the Stages of Change in Nonprofits
Change is one of the hardest things for nonprofits to navigate. Whether it’s asking a board to embrace fundraising, guiding donors toward deeper giving, or leading your team through a rebrand, the process is rarely linear and often met with resistance. But here’s the truth: change is not a transaction — it’s a relationship.
For over 30 years, I’ve witnessed how deeply people in the nonprofit space care about their missions. That passion is powerful, but it can also make change feel like a loss or even a threat. The good news? There’s a proven psychological framework — called the Stages of Change Model — that can help nonprofit leaders guide people through transformation with empathy and success.
Why Change Feels So Hard
When you’re in the nonprofit world, you’re not just managing tasks — you’re stewarding deeply personal commitments. A donor may resist increasing their gift because it feels risky. A board member may avoid introducing new donors because they fear rejection. Even rebrands or mergers can feel like identity crises.
Too often, leaders try to push people into action before they’re ready. The result? Resistance, frustration, and stalled momentum. Instead, we need to meet people where they are — not where we want them to be.
The Six Stages of Change (and How They Show Up in Nonprofits)
1. Pre-Contemplation: “We’re fine the way we are.”
This is when someone doesn’t even see the need for change. A board member may say, “Our fundraising is fine,” despite the data showing otherwise. Here, your role isn’t to convince — it’s to get curious, not corrective. Ask questions like, “Tell me what’s working well for you?” This opens space for reflection without creating defensiveness.
2. Contemplation: “Maybe something needs to shift.”
Here, people start to consider change but aren’t ready to act. Donors may think about larger gifts but hesitate. Board members may toy with making introductions but hold back. Your role? Help them weigh pros and cons, and highlight long-term benefits without pushing them too quickly.
3. Preparation: “I’m ready to try.”
At this stage, people are hungry for information and support. A board member might finally say, “I’ll make those calls.” Donors may ask for details about hosting a giving circle. This is where training, scripts, and encouragement matter most.
4. Action: “I’m doing it.”
The leap has been made. They’re calling prospects, increasing their giving, or engaging in new ways. As a leader, your job is to be responsive, troubleshoot, and celebrate early wins.
5. Maintenance: “This is the new normal.”
The behavior becomes habit. A board regularly includes donor cultivation on the agenda, or a donor consistently hosts small gatherings. Sustainability here comes from building systems that make the new behavior easy and rewarding.
6. Relapse: “I slipped.”
Setbacks happen — and they’re normal. Instead of shaming someone for pulling back, view relapse as data. Maybe the new approach wasn’t sustainable. Maybe they need different support. Normalize the setback and help them recalibrate.
Why This Matters for Nonprofit Leaders
Change takes time. You can’t force readiness. But you can create the conditions for lightbulb moments.
Micro-asks matter. Small commitments (like discussing event timing) pave the way for bigger ones.
Progress isn’t linear. Two steps forward and one step back still means you’re moving ahead.
Relationships drive results. Change isn’t about pushing harder — it’s about listening, supporting, and walking alongside people at their pace.
How Nonprofit Leaders Can Embrace Change with Confidence
The more we learn to honor people for the stage they’re in, the more influence we gain as nonprofit leaders. Whether it’s your donors, your board, or your team, remember: change isn’t something you drag people through — it’s something you nurture alongside them.
If you’re navigating big changes in your organization and want guidance on creating lasting transformation, let’s talk. Book a free Influence Activator Call with me here and let’s create a path forward together.