Navigating Change by Embedding Values Into Organizational Culture

In 2024, Step Up supported the merger of two nonprofit newsrooms: Wisconsin Watch and Milwaukee Neighborhood News Service. Through that process, leadership kept one primary focus: embedding the values of both organizations into the culture of a new team.

Whether or not you’re considering a merger, everyone in the nonprofit sector is acknowledging that change is happening at an accelerated pace and staff are feeling it. With widespread uncertainty about the economy, nonprofit status, and funding, you’ve probably noticed more tension, missed deadlines, disagreements, and heightened emotions.

Now more than ever, your organization’s values are more than just words; they are the foundation that sustains your mission and inspires your team. But how can you ensure these values remain central to your culture, especially during periods of transition?

1. Revisit and Reaffirm Your Mission-Driven Values

Begin by bringing your team together to reflect on your core values.

If you don’t yet have values, or if your culture needs to shift and define new values, use this time to ask everyone:

• What’s most important in how we work on our mission?
• What do we consider when making our big decisions?
• What are the standards we hold ourselves to?

You’ll get a great sense of how people perceive the organization’s norms and behaviors so that you can begin to refine those perceptions into clear values.

Maybe you have values, but no one knows what they mean. In that case, use this time to ask everyone:

• How do you live out this value?
• What behaviors do we expect from everyone in living out this value?
• How does this value support our mission and vision?

This process not only reaffirms the importance of values but also helps your staff and volunteers see how they connect to your mission and day-to-day work.

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2. Integrate Values Into Operations

Make values a visible part of your organization’s daily life:

• Reference values in staff meetings and board discussions.
• Recognize and celebrate staff and volunteers who exemplify your values.
• Use values as a lens for hiring, onboarding, and evaluating performance.

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3. Listen, Learn, and Adapt

Invite regular feedback from your team and stakeholders about how well your values are being lived out. Be open to making adjustments—whether it’s refining processes or updating practices—to ensure your culture remains aligned with your values as your organization grows and changes.

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For mission-driven organizations, embedding organizational values into culture during times of change is both a challenge and an opportunity. By leading with intention, integrating values into every aspect of your organization, and fostering open communication, you can navigate change while staying true to your mission and strengthening your impact.

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To learn more about the Wisconsin Watch + Milwaukee NNS merger and how they kept their values front-and-center, check out our case study.

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