Knowing your audience in relation to pathways to impact/the change you want to see

1. The Impact Initiative
Stakeholder Mapping
Hannah Corbett,
Institute of Development Studies
Nidhi Singal,
University of Cambridge, Faculty of Education
January 2017

2. The Impact Initiative

3. The Impact Initiative

4. The Impact Initiative
Define scope - is it for an institute,
programme or project, topic or an
output? What level does it look at
(global, regional, national, local)?
Define objective – define your
policy/communications objective.
This can be expressed as an issue,
goal, outcome, vision statement or
key question.
Identify – brainstorm and list
stakeholders (individuals, types of
people, departments, teams,
organisations, groups and
networks) related to your objective.
Categorise - group stakeholders by
type (e.g. government, media,
donors)
Map – visualise relationships and
links between stakeholders
Rank – rank stakeholders (e.g. by
influence, power, alignment,
interest, attitude)
Analyse – reflect on stakeholders
positions, perspectives, links and
relationships, how you might want
them to change, and what this
might mean for your strategies to
engage audiences.
Prioritise – identify who your key
audiences are.

5. The Impact Initiative
Stakeholder Mapping Processes

6. The Impact Initiative

7. The Impact Initiative
Participatory Impact Pathways Analysis (PIPA)
Helps to clarify your 'impact
pathways‘ and make explicit your
theory of change.
Two maps are constructed: a
‘now’ network map, showing
current key relationships between
stakeholders and a ‘future’
network map showing how
stakeholders should link together
to achieve your vision.
Strategies are derived from the
differences between the now map and
the future map.

8. The Impact Initiative
Alignment, Interest & Influence Matrix (AIIM)
Credit: ODI RAPID
Learn in partnership
Challenge existing
beliefs
Develop enthusiasm to
address topic
Develop awareness
and enthusiasm

9. The Impact Initiative
Network Mapping (Net-map)

10. The Impact Initiative
Introduction to Stakeholder Engagement
Power/interest matrix
Alignment, Interest and Influence Matrix (AIIM)
Participatory Impact Pathways Analysis (PIPA)
Network Mapping (Net-Map)
Resources – further reading