In local government, change is not a one-time event but a pathway to progress. Whether you implement a new digital service, streamline internal operations, or respond to new community needs, your leadership is the single most critical factor in determining success or failure. While frameworks for managing change are useful, they are powerless without effective sponsorship from leaders like you.
According to more than two decades of Prosci research, effective sponsorship is consistently the most powerful factor in determining whether a change will be successfully realized. Employees take their cues from leaders. If you are not actively and visibly driving the initiative, your teams will not prioritize it, and your investment in a better future will stall. This article explores the vital role of sponsorship and provides actionable steps for leading your organization through its next transformation.
What is sponsorship in change management?
Sponsorship is the active, visible support of a senior leader who has the authority to drive and legitimize a change initiative. This person is responsible for championing the change, securing resources, and reinforcing why the change matters to the organization. Without strong sponsorship, even well-planned change efforts often fail because employees do not see the change as a true priority.
However, sponsorship is more than just approving a project and providing funding. It is about ensuring senior leaders and other key influencers consistently show up, stay engaged, and actively drive the change from start to finish. Too often, leaders make the mistake of assuming change will happen automatically after initial sign-off. History shows that if leaders appear to check out, so does everyone else.
This creates a unique challenge for managers and department heads. What if you are not only affected by a change but also lead others who are affected? In that case, you must navigate through the change process yourself and function as an effective sponsor for your team.
Think of the safety instructions on an airplane: You must secure your own oxygen mask before assisting others. Similarly, you must be farther along in your own change journey than those you lead. You need to have processed the Awareness of why the change is needed and found your own Desire to support it before you can effectively guide others.
Read more about the ADKAR model — Awareness, Desire, Knowledge, Ability, Reinforcement — in our blog, Mastering change: A roadmap for local government.
The ABCs of effective sponsorship
In practice, powerful sponsorship follows the ABCs: Be active and visible, Build coalitions, and Communicate the why.
A: Be active and visible
As a leader, you cannot delegate change management to others and expect success. You must be in the trenches, actively participating in the process. Your visibility demonstrates commitment and signals the importance of the initiative to the entire organization.
This might mean:
- Attending training sessions alongside your team.
- Being present at town halls to answer questions about the change.
- Regularly using the new tools or processes to demonstrate their value.
When your staff sees you embrace the new way of working, they are far more likely to follow your lead. Your actions speak louder than any memo or email ever could.
B: Build coalitions
Managing change is not a solo endeavor. Successful change requires a network of supporters who can champion the initiative across different departments and levels of the organization. Your role as a sponsor is to identify and empower these champions.
Look for influential members of your team and community who can help carry the message forward. These individuals could be respected senior staff members, enthusiastic tech savvy employees who quickly grasp new systems, or trusted community leaders. By building a strong coalition, you create a support system that can help others navigate challenges, answer questions, and maintain momentum when the initial excitement wanes.
C: Communicate the why
When it comes to change, there is no such thing as over-communication. As a sponsor, you must keep the message clear, simple, consistent, and frequent. Your team needs to hear — repeatedly — why this change is happening, what the goals are, and how it will benefit them and the community.
Crucially, you must also address concerns promptly, transparently, and honestly. Share progress updates regularly to keep everyone engaged. Even if you do not have all the answers, staying silent is not an option. In the absence of information, people affected by change will make up their own stories, which are often far worse than reality. Proactive communication builds trust and keeps everyone aligned with the vision.
Leading by example: You are the catalyst
Remember that change starts with you. As a clerk, records manager, official, or leader in your local government, you are the catalyst for transformation in your community. The journey is not always easy. You will face challenges, resistance, and moments of doubt. However, by embracing your role as an active sponsor, you can navigate these hurdles successfully.
Remember these key principles:
- Approach change proactively as an opportunity for growth, innovation, and improved service to your community.
- Your leadership sets the tone. How you communicate and react to change will greatly influence how your team and community adapt.
- Be patient but persistent. Change takes time, but you can achieve lasting transformation with consistent effort and clear communication.
When you embark on your next change initiative, remember you are not just changing processes or systems. You are shaping the future of your local government and the communities you serve. Communicate your vision clearly, involve your team, and celebrate small wins along the way. Most importantly, show your commitment through your actions.
Your partner in leading change
Change in local government is about creating more responsive, efficient, and citizen-centered governance. It helps build communities that are resilient, adaptable, and prepared for the future. You have the power to make a difference.
With more government experience than anyone else, Granicus is your best partner for managing change in your organization. Whether you’re implementing a new cloud solution like Operations Cloud or shifting how you manage public meetings and record requests, we can help you leverage change to create opportunities and drive toward your goals. We provide the tools and support to help you lead effectively and ensure your technology investments deliver maximum value.
Your community is waiting for you to lead.
