Change is hitting associations from every angle: shrinking revenue, shifting member expectations, unpredictable policy changes. While some organizations are bracing for direct impact, others are keeping an eye on what’s coming next. Either way, one thing is clear: Steady leadership is essential.

Supporting your team through uncertain times isn’t just about having the right answers; it’s about showing up with honesty, clarity, and consistency. At the heart of that is communication. When change is constant, people look to leadership for cues on how to respond. The way you communicate — what you say, how often you say it, and how transparent you are — can shape your team’s understanding, as well as their confidence in the path forward.

Consider these three strategies to help your team get through change.

1. Be honest, even when you don’t have all the answers.

Transparency is the first step toward trust. But it’s also one of the toughest things to get right when change is unfolding in real time. Don’t wait until you know everything to communicate. Be clear about what you do know, what you’re evaluating, and what people can expect next. That includes sharing difficult realities, such as potential revenue losses or staffing changes, even if those decisions aren’t final.

If you’re considering a 25 percent revenue shortfall this year and a similar dip next year, say so. Talk about the possibilities, whether that’s new revenue generation, sunsetting underperforming programs, or reducing staff hours. Avoid vague messaging that leaves room for speculation. Your team doesn’t need polished spin; they need a leader who levels with them.

2. Communicate like it’s your job — because it is.

During times of uncertainty, your team needs more communication. When people don’t hear from leadership, they tend to fill the silence themselves, and not always with the facts. Increase the frequency and clarity of your messaging and set a communication timeline. Even a weekly update that simply says, “We’re still working through options” can go a long way toward building trust and reducing anxiety.

This kind of communication needs to happen at multiple levels. With your board, update the chair but also check in with individual executive committee members to understand how changes are affecting their businesses. Do the same with your staff. Meet with department heads before delivering all-staff updates. Listen first, then lead.

Layered, consistent communication takes time, but it helps prevent misunderstandings, reinforces transparency, and stops rumors before they start. Frequent, thoughtful messaging is one of the most effective tools you have to keep people informed, aligned, and grounded.

3. Stay focused on the bigger picture.

One thing I’ve learned through past moments of upheaval — whether it was the 2008 financial crisis, COVID, or now — is that volatility doesn’t last forever. While change may be necessary today, the actions you take during this period can set your organization up for greater stability down the road.

That’s why it’s important to remind your team that the goal isn’t just to respond, it’s to rebuild. Even if you’re making tough decisions, you’re doing it to create a stronger, more resilient path forward. If your organization had a solid culture before the disruption, lean into that strength. Help people see that while things may feel uncertain today, your mission still matters, and your work will remain relevant on the other side of change.

Don’t Forget the Human Side of Leadership

Effective leadership in uncertain times means showing up as a human, not just a decision-maker. Make time for one-on-one conversations across your board and staff, especially with those who interact directly with members or the industry. Proactively listening to frontline insights can shape how you respond and lead.

Just as important, recognize the people behind the work and celebrate the wins, big or small. These moments, often easy to overlook during change, keep morale strong and your team connected to each other and the mission. In the end, people will remember how you made them feel.

A Few Tools That Help

Sometimes what you need is a little support, especially if you’re a leader wearing many hats. Easy solutions may include using AI tools to help you draft a tough message or brainstorm staff questions before a big announcement. Or it might mean stepping outside your bubble for a fresh perspective. Find a mentor, a coach, or a peer network to help you think through various scenarios and solutions.

And finally: Don’t underestimate the power of a 15-minute walk or similar exercise to clear your head. When you’re managing complex, high-stakes decisions, small breaks can give you the reset you need to lead with confidence. Leading through change isn’t about having all the answers. It’s about showing up, listening and guiding your team with clarity, even when the road ahead is unclear. That’s what strong leadership looks like now.