Case Study: Communications and Development for a Leadership Transition at HistoryLink
Introduction
HistoryLink is the continually evolving online encyclopedia of Washington state history - the first and largest encyclopedia of regional history created expressly for the Internet. HistoryLink is dedicated to the principle that history belongs to the entire community and that a better understanding of past events can improve public debate and decisions and enrich the lives of individuals. The organization provides a free, authoritative, and easily accessible reference of over 8,200 historical articles that serve 4,500 website visitors a day.
In the summer of 2023, HistoryLink approached Common Great for support to navigate and communicate the transition of their Co-Founder and Executive Director to a new Executive Director. They wanted to communicate a smooth transition that honored the past and built community and financial support for the incoming Executive Director. Our work with HistoryLink encompassed three interconnected project areas:
Communications strategy and media plan for the leadership transition
Strategy and coaching for a successful capacity-building fundraising campaign that leveraged the founders’ legacy and cultivated donors towards the future
Crafting and helping hire a new full-time position in Development
This project was led by Common Great’s Senior Consultants Renate Raymond and Kirsten Rogers, with support from Founder and CEO Ariel Glassman.
“Working with Common Great was key to our successful leadership transition. We benefited from their expertise and perspective, as well as the energy and enthusiasm they bring to their work.”
- Jennifer Ott, Executive Director, HistoryLink
Common Great’s Approach & Implementation
Communications strategy
Common Great worked with HistoryLink to develop and implement a communications strategy for the executive leadership transition that would complement a simultaneous fundraising campaign to honor the co-founders legacy. The objectives of the plan were:
To honor and celebrate the co-founders, including the currently transitioning Executive Director
To welcome and introduce the new Executive Director
To share the vision for the future of HistoryLink
To introduce and build momentum for the Future of History Fund and engage audiences in a series of fundraising opportunities
To re-engage audiences (e.g. donors, media) though the transition news and campaign strategy
The communications plan included a multi-channel, audience-specific approach that was unique to HistoryLink and incorporated email marketing, website, social media channels, phone calls, lunch dates and press releases/press pitches to effectively communicate the news with different audience groups. Common Great also created specific messaging for each of the nonprofit’s audiences, such as program partners, email subscribers, fans and followers on social media, along with a wide range of donors.
Development Strategy
To support HistoryLink with fundraising, Common Great developed a customized capacity-building campaign for the organization, along with a donor case for support that addressed the leadership transition. Common Great facilitated visioning sessions with the organization to drill down on the name, purpose and goal of this campaign. With our guidance, the HistoryLink team landed on the name “The Future of History Fund,” and codified three funding priorities that supported the vision for HistoryLink’s next chapter:
Accessibility via New Media
Extending Reach via Engagement
Connecting Through Partnerships
Kirsten and Renate worked closely with HistoryLink to design and craft a Case for Support document used with donors, and created a detailed timeline and robust integrated fundraising and communications strategy to guide HistoryLink through this process.
Renate worked closely with HistoryLink to set a financial goal derived from a careful assessment of donor potential, and to prioritize and strategize major donor cultivation for the Future of History Fund. Her guidance helped HistoryLink navigate the complexities of balancing ongoing operational fundraising with securing substantial capacity-building contributions, and leverage the campaign as an opportunity to build donor relationships for the incoming Executive Director.
Throughout the campaign, Renate also worked with the HistoryLink staff and Board of Directors to plan cultivation and fundraising events to help celebrate the transition of the co-founder and introduce the new Executive Director.
Hiring and Talent
HistoryLink also initially planned to hire an Assistant Director to replace the vacancy left when Jennifer stepped into the role of Executive Director. However, after becoming more familiar with the organization’s needs and current staffing structure, Common Great advised HistoryLink to hire a Development Manager instead. Ariel and Renate saw that the organization, which had limited capacity, would benefit from hiring a dedicated Development team member to lead the fundraising efforts and support the longevity of the organization. Renate worked with HistoryLink to develop a hiring roadmap and created the job description. She offered guidance throughout the hiring process and pre-screened the candidates. HistoryLink hired successfully for the role, and on-boarded their newest team member in June 2024.
Results and Impact
Common Great’s partnership with HistoryLink helped accomplish their qualitative and quantitative goals. There was substantial recognition, celebration and appreciation of the contributions of the co-founders, and the new Executive Director smoothly transitioned into her role, welcomed warmly by program partners and donors alike.
Common Great’s transition communications plan successfully cultivated media interest and led to coverage in Seattle Times’ Pacific NW magazine and King5. More critically, it brought organizational audiences along for the transition, including:
Engaged and activated over 25 years of donors, friends, partners, staff, and other stakeholders
Built confidence in key stakeholders that this is the right transition at the right time
Primed community members and donors to enthusiastically support The Future of History Fund campaign and celebrate the departing co-founder.
The Future of History Fund ultimately raised over $457,000 in capacity-building funds for HistoryLink more than doubling the original financial goal of $200,000. Common Great developed the strategy, funding objectives, case, and campaign plan that catalyzed past donors to give at new heights without risking operational funding, including a matching pool to encourage grassroots gifts from the donor base.
HistoryLink has also officially hired their first-ever Development Manager - a focused investment that will help ensure the longevity and stability of the organization in its next phase. Our work helped HistoryLink transform their mindset and approach to fundraising, and this role will ultimately set them on the path to consistent long-term fundraising success.
Conclusion
Common Great’s partnership with HistoryLink successfully ushered in a new executive leader and fortified their financial sustainability, signifying a promising new chapter for the beloved community nonprofit. A robust transition communications strategy created a clear path forward for the organization, helping them to communicate this important news to key audiences at the right time, and engage them in meaningful ways. The Future of History Fund brought in resources that will allow HistoryLink to build existing programs and explore new ways of recording and disseminating Washington state history. Finally, the new dedicated Development Manager role creates a foundation for greater fundraising success moving forward. As a result, HistoryLink is equipped with the tools, talent, and resources it needs to sustain, innovate, and grow.
“Working with Common Great was key to our successful leadership transition. We benefited from their expertise and perspective, as well as the energy and enthusiasm they bring to their work.”
- Jennifer Ott, Executive Director, HistoryLink
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