Our own model for designing, building and implementing stakeholder journeys

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) Recommendations for change

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. 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

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

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

7. Level 3: Business Process Development - Example Newsletter Service delivery databases Professionals (conferences, training) databases ‘ How to Help’ registrations Service Activities Community events Just Giving Comms Campaign Campaign data Repeat events mail Thank You Campaign Microsite Website Database Traders/ top-up donors. (On/ off line) Suppressions. Inc. VIPs, Maj Dnrs., CoGs, Legacy pledgers as appropriate Voluntary data GAYE/ SOs/ DD SO Direct recruitment Auto CAF response Adopt a Word Online Fundraising First time, ad hoc donors Thank You Xmas Appeal Annual Report/ summary Ambassador (invited) Gift Aid request Major Donor programme (events, reports) HL Donors Club - 3 levels Associated Charity Thank You & certificate Repeat Giver On-line registration Purchase/ vote External service partner Voluntary hand-outs

8. Level 3: Business Process Development - Example Two school databases Professionals (conferences, training) databases ‘ How to Help’ registrations Chatter Box Challenge Community events Just Giving Make Chatter Matter campaign Campaign data Repeat events mail Thank You Talking Point website Website Newsletter Database Traders/ top-up donors. (On/ off line) Suppressions. Inc. VIPs, Maj Dnrs., CoGs, Legacy pledgers as appropriate Voluntary data GAYE/ SOs/ DD SO Direct recruitment Auto CAF response Adopt a Word Rhyming Stars, 50k First time, ad hoc donors Thank You Xmas Appeal Annual Report/ summary Ambassador (invited) Gift Aid request Major Donor programme (events, reports) Communicators Club * 3 levels Communication Trust (separate) Thank You & certificate Repeat Giver On-line registration Purchase/ vote 1k accredited nurseries Voluntary hand-outs

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