You can’t leapfrog leaders. Leaders are not average people in your church or organization. Their questions are unique. Their concerns are distinctive. What they can do for your church or organization when properly connected to mission and vision is compelling.
There is an art to communicating with leaders. Smart leaders craft specific communications for their leaders to provide clarity and point them to a brighter tomorrow.
For instance, take the following e-newsletter written by Auburn Athletic Director Jay Jacobs earlier this week to the university’s supporters. As I read this well-crafted correspondence, I identified 10 Lessons In Communicating With Leaders In Your Organization which you can read below.
December 5, 2013
Dear Auburn Family,
I was asked earlier this week what the mob scene on the field was like after our historic win over Alabama.
I told them it wasn’t a mob scene at all. It was just a big Auburn family reunion.
Seeing the Auburn Family, our coaches and players celebrate one of the greatest wins in our history was the most special part of the night for me.
It was special because it brought us all together. It was special because we’ve experienced some highs and lows as a family. It was special because we were able to watch this incredible team write another chapter in one of the most remarkable sports stories of the year.
Thank you for being the best fans in college football. While we’ve worked hard to improve the gameday experience, you make Saturdays in Jordan-Hare Stadium exciting and memorable.
I also want to thank our students. You are the best student section in college football. While other schools have trouble filling up their student sections and keeping their students in the stands, you bring energy and passion from beginning to end. That means more to our players than you will ever know.
I can assure you that Coach Malzahn has been laser-focused on an extremely talented Missouri team, and he isn’t thinking one second past the next game. It’s my job, however, to look ahead and talk about our team. Wherever we end up, it’s the right thing to do because our players deserve nothing less.
Finally, thanks to all of you who have emailed and called us in recent days. We appreciate your support and couldn’t do it without you.
I hope you enjoy the SEC Championship game on Saturday. Playing Missouri will be an extremely tough test, but regardless of the outcome, I know this team will fight until the end.
It’s great to be an Auburn Tiger today and every day. Thank you for your support.
God Bless and War Eagle!
Jay
- When Communicating With Leaders Create A Sense Of Community Amongst Them – Jacobs uses the term “family” four different times in the initial five paragraphs.
- When Communicating With Leaders Deliver Timely Updates – This newsletter was emailed to the database just 5 days after the team’s historic victory over the then top-ranked Alabama Crimson Tide.
- When Communicating With Leaders Celebrate The Organization’s Accomplishments – Smart leaders tell stories. Jacobs referenced the on-field celebration after the game.
- When Communicating With Leaders Show How The Organization Is Advancing – Smart leaders remind their teams how far they have come. Jacobs mentioned the team”experienced some highs and lows.”
- When Communicating With Leaders Give Them Their Return On Investment – The school’s donor base were obvious recipients of this correspondence. Jacobs made note of the school’s efforts to improve the gameday experience and make it memorable.
- When Communicating With Leaders Always Take Some Time To Enfold And Invest In The Next Generation – In addition to calling them “the best fans in college football”, he also thanked the students who he feels “are the best student section in college football.”
- When Communicating With Leaders Focus On Their Interests – The phrase “other schools have trouble filling up their student sections and keeping their students in the stands” is a direct shot at Alabama. This probably made every true Auburn fan smile with pride.
- When Communicating With Leaders Tell Them They Matter And Make A Difference – Jacobs told the students their energy and passion “means more to our players than you will ever know.”
- When Communicating With Leaders Celebrate The Past But Also Point To Tomorrow – Jacobs spent an entire paragraph assuring the fans Head Coach Gus Malzahn was “laser-focused” on the SEC Championship game against Missouri.
- When Communicating With Leaders Say “Thank You” – It is a leadership sin not to express thanks to those who are making your organization a success. Jacobs wrote, “thanks to all of you…We appreciate your support and couldn’t do it without you.”
Which of these lessons could you do a better job at?
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