LARGE NON-PROFIT (ANONYMOUS)
Communicating through a major expansion and union seeking recognition

When a leading non-profit received funding to expand their programs and services, they were catapulted to a new level: doubling the number of people served and staff. Such rapid expansion could cripple the organization at the same time a union was seeking recognition.
An internal and external communications program was created to keep employees informed as the expansion evolved. Messages, Q&As, fact sheets and media statements that addressed all scenarios were developed. Flyers to send home to families and distribute at meetings and fundraising events where the union protested were created. At important junctures, the CEO communicated updates to staff so they heard first from him before they read anything in the newspaper. There was frequent communication with elected officials as well who had a keen interest in what was happening.

Amidst the changes occurring around the expansion, the organization achieved important milestones and every opportunity was maximized to generate recognition for those achievements in the media and with stakeholders.

The organization began delivering expanded services on time, serving more than a 1,000 children. It was named one of the best places to work and its CEO one of the “40-under-40” to watch.

Despite doubling in size, the organization continues to place a premium on its culture and values and on acknowledging employees’ contributions. The National Labor Relations Board dismissed a complaint filed by the Union and denied its appeal as well.