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Purple Vision Stakeholder Journey Framework

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

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

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  • 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