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How can you identify key stakeholders in your program coordination network?

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Program coordination is a vital skill for nonprofit leaders, as it involves planning, implementing, and evaluating projects that involve multiple stakeholders. Stakeholders are people or groups who have an interest or influence in your program, such as beneficiaries, donors, partners, staff, volunteers, and policymakers. Identifying and engaging your key stakeholders can help you achieve your program goals, build trust and collaboration, and increase your impact and sustainability. In this article, you will learn how to identify key stakeholders in your program coordination network using four steps: mapping, prioritizing, analyzing, and communicating.

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Caroline Sánchez-Avakian

Strategic Communications Director at Ballot Initiative Strategy Center ?? Brand Strategist ?? Paella Whisperer ??

1 Step 1: Mapping

Identifying key stakeholders is the first step in any program. To do this, you can use a simple table, a stakeholder map, or a Venn diagram to list out everyone who might be affected by your program. Beneficiaries, donors, partners, staff, volunteers, policymakers, media outlets, competitors, and opponents should all be taken into consideration. Think broadly and include anyone who might have a positive or negative impact on your program. Additionally, consider those who collaborate with you on program delivery or donate their time and resources to support activities or operations. By mapping out these stakeholders, you can ensure that all relevant parties are taken into account.

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Carlton Allen MS, CHW, MCHES?

Program Manager at The Cancer Prevention and Research Institute of Texas | America's Essential Hospitals 2020-21 Fellow | Cancer Advocate | Nonprofit Board Member
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This is an excellent idea and one you should use at the beginning and even throughout any program. Include those that represent a certain geographical area that you might be covering, and those that represent certain populations as well. I’ve even separated stakeholders out in those that just need to know/be aware, those that will help or hurt the program, and those that need/want the program.

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Caroline Sánchez-Avakian

Strategic Communications Director at Ballot Initiative Strategy Center ?? Brand Strategist ?? Paella Whisperer ??
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Mapping is such a critical component in identifying stakeholders. I like to include photos of who these existing/potential stakeholders and even create short bios about them to help staff better understand what their lives are like, what are some of their pain points, what keeps them up at night, what they care about, and how they feel they can make a difference.

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2 Step 2: Prioritizing

The second step to identify your key stakeholders is to prioritize them. You can use a simple matrix or a visual tool, such as a power-interest grid or a salience model, to rank your stakeholders based on two criteria: their level of power and their level of interest in your program. Power refers to the ability or influence of a stakeholder to affect your program outcomes or resources, while interest refers to the degree of concern or involvement in your program activities or issues. To begin, you should categorize your stakeholders as high power, high interest players who have both the capacity and motivation to support or hinder your program; high power, low interest influencers who have the capacity but not the motivation to affect your program; low power, high interest supporters who have the motivation but not the capacity to affect your program; and low power, low interest bystanders who have neither the capacity nor the motivation to affect your program. It is important to engage closely and regularly with key players, keep influencers satisfied and informed, involve and consult supporters, and monitor and communicate with bystanders. Additionally, you should try to meet needs and expectations of key players, increase interest and commitment of influencers, empower and mobilize supporters, and avoid any negative impacts or conflicts with bystanders.

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Caroline Sánchez-Avakian

Strategic Communications Director at Ballot Initiative Strategy Center ?? Brand Strategist ?? Paella Whisperer ??
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I like to use a visual tool when prioritizing stakeholders and in addition to prioritizing their level of power and interest in our work, I also research their community- building "powers". Now, more than ever, our ability to communicate and build community is a real super power that can build long lasting value for your nonprofit.

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3 Step 3: Analyzing

The third step to identify your key stakeholders is to analyze them. A simple questionnaire or a visual tool, such as a stakeholder profile or a SWOT analysis, can help you understand more about your stakeholders' characteristics, perspectives, and relationships. Consider the goals, values, and interests of the stakeholders. Evaluate their needs, expectations, and preferences. Assess their strengths, weaknesses, opportunities, and threats. Understand their attitudes, opinions, and perceptions of your program. Examine their roles, responsibilities, and contributions to your program. Consider the sources, types, and levels of power and influence they have. Analyze their communication styles, channels, and frequencies. And determine any potential conflicts, synergies or alliances with other stakeholders.

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Caroline Sánchez-Avakian

Strategic Communications Director at Ballot Initiative Strategy Center ?? Brand Strategist ?? Paella Whisperer ??
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This step is critical into truly understanding your people. In addition to the SWOT analysis, I look to learn more about what other organizations, nonprofits, companies they trust. Trust is key to learning about what people value and the qualities they look for in a nonprofit.

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Chizo Ezem MD, MPH, MBA

Global Health Expert | Strategy Expert | Country Manager | Consultant Sexual & Reproductive Health
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This is one of the most important steps. Understanding their motivations, relationships and perspectives on your program or organisation will play a significant role in how to approach them. The wrong approach will affect how well your program does.

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4 Step 4: Communicating

The fourth step to identify your key stakeholders is to communicate with them. You can use a simple plan or a visual tool, such as a stakeholder engagement matrix or a RACI chart, to define and execute your communication strategies and tactics with your stakeholders. When doing so, consider what your communication objectives, messages, and outcomes are with each stakeholder, as well as the best methods, modes, and media to reach each one. Additionally, think about the appropriate communication timing, frequency, and duration for each stakeholder, the expected feedback, evaluation, and follow-up for each one, and how you will address any communication challenges, risks, or issues with each stakeholder. By following these four steps and engaging your stakeholders effectively and efficiently, you can build strong relationships that will increase the quality and impact of your program while enhancing your nonprofit leadership skills.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you identify key stakeholders in your program coordination network?

1

2

3

4

5

1 Step 1: Mapping

2 Step 2: Prioritizing

3 Step 3: Analyzing

4 Step 4: Communicating

5 Here’s what else to consider

Non-profit Leadership

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How can you identify key stakeholders in your program coordination network?

1

2

3

4

5

1 Step 1: Mapping

2 Step 2: Prioritizing

3 Step 3: Analyzing

4 Step 4: Communicating

5 Here’s what else to consider

Non-profit Leadership

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