The Stakeholder Journey Framework

A framework for integration around customers

Level 1: Strategic Target Audiences (Executive)

Level 2: Stakeholder Journeys (Directorate)

Level 3: Organisational Processes (Operational)

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Level 1:Audience targeting - customer centric

Primarybeneficiary

Media

Govt

Affiliates

TrusteesCorporates

Trusts

Colleagues

Competitors

Academic

LAs

Members

Wellwishers

Public Sector

Vol Orgs

Professionals

Marcus

Terrance

Deborah

Fiona

Heather

Christopher

Level 2:Stakeholder journeys – key concepts

• Based on stakeholder’s needs and expectations• Relationship deepens and enriches over time• Alternative journey routes• Progressive identifiable stages, or steps• Products and services appropriate to each stage• Multiple entry-points• Switching and multi-tracking• Measure long-term costs and stakeholder lifetime value• Match investment to expected return at each stage• As the journey progresses:

– Number of stakeholders diminishes– Investment per stakeholder rises– ROI increases

EnquirerConsumer

Information

attention

Level 2:Planning stakeholder journeys

I want …

I give …

I get …

Example: Fiona – Care service manager

WebsiteAdvice

identity

Publication

Engaged

Peer Support

participatation

Network

Committed

New skills

endorsement

Member

Supporter

To help

time

Writer

Major Supporter

Help more

more time

Trainer

Advocate

Tell others

passion

Champion

Level 2:Stakeholder Journey Tool – Example Childrens’ Services

Level 2:Stakeholder Journey Tool

B

A

AB

• Organisation structure– Product & account management (matrix)– Inter-departmental accountabilities– Customer contact protocols

• Cross-organisational awareness– General or specific product knowledge– Internal communications– Joint communications planning

• Business Information– Integration– Co-ordination– Discipline

Level 2:Stakeholder Journey Tool - Issues

Level 3:Business Process Development - Example

NewsletterNewsletter

Two school databases

Two school databases

Professionals (conferences, training) databases

Professionals (conferences, training) databases

‘How to Help’ registrations

‘How to Help’ registrations

Chatter Box Challenge

Chatter Box ChallengeCommunit

y events

Community events

Just GivingJust Giving

Make Chatter Matter campaign

Make Chatter Matter campaign

Campaign data

Campaign data

Repeat events mail

Repeat events mail

Thank You

Thank You

Talking Point website

Talking Point website

WebsiteWebsite

DatabaseDatabase

Traders/ top-up donors. (On/ off line)

Traders/ top-up donors. (On/ off line)

Suppressions. Inc. VIPs, Maj Dnrs., CoGs, Legacy pledgers as appropriate

Suppressions. Inc. VIPs, Maj Dnrs., CoGs, Legacy pledgers as appropriate

Voluntary data

Voluntary data

GAYE/ SOs/ DD

GAYE/ SOs/ DD

SO Direct recruitment

SO Direct recruitment

Auto CAF response

Auto CAF response

Adopt a WordAdopt a Word

Rhyming Stars, 50k

Rhyming Stars, 50k

First time, ad hoc donors

First time, ad hoc donors

Thank YouThank You

Xmas Appeal

Xmas Appeal Annual Report/

summary

Annual Report/ summaryAmbassad

or (invited)

Ambassador (invited) Gift Aid

request

Gift Aid request

Major Donor programme (events, reports)

Major Donor programme (events, reports)

Communicators Club * 3 levels

Communicators Club * 3 levels

Communication Trust (separate)

Communication Trust (separate)

Thank You & certificate

Thank You & certificate

Repeat Giver

Repeat Giver

On-line registration

On-line registration

Purchase/ votePurchase/ vote

1k accredited nurseries

1k accredited nurseries

Voluntary hand-outs

Voluntary hand-outs

Two school databases

Two school databases

Professionals (conferences, training) databases

Professionals (conferences, training) databases

‘How to Help’ registrations

‘How to Help’ registrations

Chatter Box Challenge

Chatter Box ChallengeCommunit

y events

Community events

Just GivingJust Giving

Make Chatter Matter campaign

Make Chatter Matter campaign

Campaign data

Campaign data

Repeat events mail

Repeat events mail

Thank You

Thank You

Talking Point website

Talking Point website

WebsiteWebsite

NewsletterNewsletter

DatabaseDatabase

Traders/ top-up donors. (On/ off line)

Traders/ top-up donors. (On/ off line)

Suppressions. Inc. VIPs, Maj Dnrs., CoGs, Legacy pledgers as appropriate

Suppressions. Inc. VIPs, Maj Dnrs., CoGs, Legacy pledgers as appropriate

Voluntary data

Voluntary data

GAYE/ SOs/ DD

GAYE/ SOs/ DD

SO Direct recruitment

SO Direct recruitment

Auto CAF response

Auto CAF response

Adopt a WordAdopt a Word

Rhyming Stars, 50k

Rhyming Stars, 50k

First time, ad hoc donors

First time, ad hoc donors

Thank YouThank You

Xmas Appeal

Xmas Appeal Annual Report/

summary

Annual Report/ summaryAmbassad

or (invited)

Ambassador (invited) Gift Aid

request

Gift Aid request

Major Donor programme (events, reports)

Major Donor programme (events, reports)

Communicators Club * 3 levels

Communicators Club * 3 levels

Communication Trust (separate)

Communication Trust (separate)

Thank You & certificate

Thank You & certificate

Repeat Giver

Repeat Giver

On-line registration

On-line registration

Purchase/ votePurchase/ vote

1k accredited nurseries

1k accredited nurseries

Voluntary hand-outs

Voluntary hand-outs

Level 3:Business Process Development - Example

A framework for integration around customers

Level 1: Strategic Target Audiences (Executive)

Level 2: Stakeholder Journeys (Directorate)

Level 3: Organisational Processes (Operational)

Reco

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