A model for identifying, planning and implementing supporter journeys, from strategic planning through to business process engineering and change management

1. The Stakeholder Journey Framework

2. A framework for integration around customers
Level 1:
Strategic Target
Audiences
(Executive)
Level 2:
Stakeholder
Journeys
(Directorate)
Level 3:
Organisational
Processes
(Operational)
Recommendationsforchange

3. Level 1:
Audience targeting - customer centric
Primary
beneficiary
Media
Govt
Affiliates
Trustees
Corporates
Trusts
Colleagues
Competitors
Academic
LAs
Members
Well
wishers
Public Sector
Vol Orgs
Professionals
Marcus
Terrance
Deborah
Fiona
Heather
Christopher

4. 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

5. Enquirer
Consumer
Information
attention
Level 2:
Planning stakeholder journeys
I want …
I give …
I get …
Example: Fiona – Care service manager
Website
Advice
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

6. Level 2:
Stakeholder Journey Tool – Example Childrens’ Services

7. Level 2:
Stakeholder Journey Tool
B
A
A
B

8. • 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

9. Level 3:
Business Process Development - Example
Newsletter
Newsletter
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
Communit
y events
Just Giving
Just Giving
Make
Chatter
Matter
campaig
n
Make
Chatter
Matter
campaig
n
Campaig
n data
Campaig
n data
Repeat
events
mail
Repeat
events
mail
Thank
You
Thank
You
Talking Point
website
Talking Point
website
Website
Website
Database
Database
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 Word
Adopt a Word
Rhyming
Stars, 50k
Rhyming
Stars, 50k
First time, ad
hoc donors
First time, ad
hoc donors
Thank You
Thank You
Xmas
Appeal
Xmas
Appeal Annual Report/
summary
Annual Report/
summaryAmbassad
or (invited)
Ambassad
or (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/ vote
Purchase/ vote
1k accredited
nurseries
1k accredited
nurseries
Voluntary
hand-outs
Voluntary
hand-outs

10. 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
Communit
y events
Just Giving
Just Giving
Make
Chatter
Matter
campaig
n
Make
Chatter
Matter
campaig
n
Campaig
n data
Campaig
n data
Repeat
events
mail
Repeat
events
mail
Thank
You
Thank
You
Talking Point
website
Talking Point
website
Website
Website
Newsletter
Newsletter
Database
Database
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 Word
Adopt a Word
Rhyming
Stars, 50k
Rhyming
Stars, 50k
First time, ad
hoc donors
First time, ad
hoc donors
Thank You
Thank You
Xmas
Appeal
Xmas
Appeal Annual Report/
summary
Annual Report/
summaryAmbassad
or (invited)
Ambassad
or (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/ vote
Purchase/ vote
1k accredited
nurseries
1k accredited
nurseries
Voluntary
hand-outs
Voluntary
hand-outs
Level 3:
Business Process Development - Example

11. A framework for integration around customers
Level 1:
Strategic Target
Audiences
(Executive)
Level 2:
Stakeholder
Journeys
(Directorate)
Level 3:
Organisational
Processes
(Operational)
Recommendationsforchange