SECTION 3 I BUILDING AN ADVOCACY ACTION PLAN   LESSON 4 I THE WHO

Topic 1 I Stakeholder Mapping

Stakeholder mapping allows advocates to systematically analyze the interests, power dynamics, and potential influence of different stakeholders. This information helps in developing targeted engagement strategies, building alliances, and effectively communicating advocacy messages to ensure maximum support and collaboration from relevant stakeholders. By mapping stakeholders, advocates can foster meaningful partnerships and mobilize collective action.

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Stakeholder Mapping

This topic discusses the importance of conducting a stakeholder mapping exercise before initiating an advocacy campaign. It highlights the benefits of identifying and engaging with stakeholders strategically and outlines the steps involved in conducting a stakeholder mapping exercise. By the end of this module, you will gain an understanding of the importance of stakeholder mapping and be equipped with the skills to conduct one effectively. Specifically, you will:

• Understand the concept of stakeholder mapping and its relevance in advocacy campaigns
• Identify the benefits of conducting a stakeholder mapping exercise
• Practice the step-by-step process of conducting a stakeholder mapping exercise by creating a stakeholder map for your Advocacy Action Plan

What is stakeholder mapping?

Stakeholder mapping is a strategic process that involves identifying and analyzing individuals, groups, or organizations who may have an interest in or be affected by an advocacy campaign. Their influence can vary depending on their role, such as promoting a cause, influencing public opinion, bringing about social or political change, or serving as a key decision-maker in a particular body.

Why is stakeholder mapping important?

• Enhanced campaign effectiveness – identifying and understanding stakeholders relevant to your issue helps tailor campaign strategies and messages to resonate with their interests and concerns.
• Improved stakeholder engagement – engaging stakeholders early on builds relationships, generates support, and fosters collaboration
• Minimized influence of opponents – anticipating potential conflicts and identifying stakeholders with opposing views allows for proactive management and effective mitigation strategies
• Strengthened support and alliances – identifying potential allies and supporters helps create coalitions and partnerships, amplifying the campaign’s impact and reach

How do you conduct a stakeholder mapping exercise?

Step 1

Identify the individuals, groups, organizations, or institutions directly or indirectly impacted by or influencing the campaign.

Step 2

Analyze and assess each stakeholders’ interests, motivations, and level of influence over decision-making processes.

Step 3

Plot stakeholders on a mapping grid based on their level of support (positive or negative) and their influence over the issues (high, moderate, or low influence). 

• Leverage – positive support / high influence
  • These stakeholders should be leveraged to help you achieve your objectives
• Managed – negative support / high influence
  • A plan should be developed to manage these stakeholders as they could potentially derail your advocacy objectives; it is important to engage them early and in such a way that you not drive them further from supporting your cause
• Plan – positive support / moderate influence
  • Devise a plan to work with these allies to amplify your voice and further your objectives; these could be other supportive individuals, influencers, CSOs, etc. 
• Invest – negative support / moderate influence
  • Invest in these stakeholders to win their support; explore common goals and ground for compromise 
• Maintain – positive support / low influence
  • These stakeholders may not make or break your campaign, but they are important to engage to maintain their positive support
• Marginalize – negative support / low influence
  • The goal is to marginalize their influence and prevent their voice from growing

Step 4

Based on the grid developed in the previous step, determine which stakeholders are critical to engage with and prioritize resources accordingly.

Step 5

The stakeholder mapping grid created in Step 3 can now be used to create a simple Stakeholder Engagement Plan:

• Select the top organizations that you should consider
• Identify your strategic action – whether they should be managed, leveraged, invested in, planned for, marginalized, or maintained as a part of your plan
• Then make a note of how you intend to engage with them through your Advocacy Action Plan

Assignment

Access your Advocacy Navigator Course Worksheet and complete assignment Section 3 – Advocacy Action Plan Part 7a: Stakeholder Mapping. Once complete, move on to fill out Section 3 – Advocacy Action Plan Part 7b: Stakeholder Engagement Plan. Complete this assignment before moving on to the next topic in this lesson. Be sure to make a note of any questions you may have for your Mentor.