Featuring - Don Dunstan€¦ · Stakeholder Analysis: Know Who You Need. Leaders - They play the...
Transcript of Featuring - Don Dunstan€¦ · Stakeholder Analysis: Know Who You Need. Leaders - They play the...
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PREVENTING HOMELESSNESS #HomelessnessConference @dondunstanfoundation
Brought to you by
Masterclass
Power Mapping: A Masterclass on
Building the Coalition to End Homelessness
Facilitator: Jake Maguire, Community Solutions
Featuring: Ellie Hodges
Lived Experience Leadership & Advocacy Network
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Practical Tools for Coalition BuildingMapping Stakeholders and Building Targeted Messaging
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Identifying the Stakeholders You Need
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Managing Without Authority.
1. You can’t achieve your goals alone, but you don’t control everyone else’s behavior.
1. You must identify the people you need on your team and motivate them to take action
1. To know where to focus your efforts, you first need to clarify the behavior you’re seeking to motivate
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What Makes a Good Behavior Change to.Target?.
● Clear and concrete● Measurable/verifiable● An action, not just a belief or value● Advances your goal
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Mapping the Market through Stakeholder.Analysis.
● Always begin by mapping the market. What stakeholders are really critical for success?
● Key Tool: Stakeholder Analysis
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Stakeholder Analysis: Know Who You Need.
● Leaders - They play the main coordinating role, set strategy, make decisions. (Hint: one of these is you!)
● Contributors - They provide concrete action or resources
● Gatekeepers – Their support or opposition unlocks key contributors or adversaries.
● Opposition - You must either mitigate their resistance or take advantage of it to gain support from other key contributors
● Bystanders – Often assumed to matter at first, bystanders have no essential contribution to make and only limited ability to get in the way
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Stakeholder Analysis.What it looks like
Stakeholder Type What I Need Them to Do
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Stakeholder Types:
● Leader● Contributor● Gatekeeper● Opposition● Bystander
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Sample Stakeholder Analysis: Hillary 2016.
Stakeholder Leader Contributor Gatekeeper Opposition Bystander
Hillary Clinton X
Democratic donors
X
Tim Kaine X
Bernie Sanders
X
Donald Trump
X
Republican establishment
X
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Developing Targeted Messaging
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What Motivates Each Stakeholder?.
● Once you’ve mapped your stakeholders and identified what you need from them, decide what they need from you.
● Key tool: WIIFM Analysis
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What’s In It for Me?.
● A WIIFM (What’s in it for me?) analysis helps you identify and map what matters to the stakeholders you’re trying to influence.
● Your primary message creates the container for your communication. A WIIFM analysis can help you customize that container for others.
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WIIFM Analysis (What’s In it For Me?).
Stakeholder Type What I Need Them to Do
WIIFM?
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Building Targeted Messaging.
Stakeholder Type What I Need Them to Do
WIIFM? Targeted Message
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Why Do I Need Targeted Messages?.
● Achieving your goal will require action from multiple stakeholders, but not all stakeholders value the same things.
● Waste no will! Remember, you don’t need people to believe what you believe...you just need them to take a specific action.
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Elements of a Good Targeted Message.
● Targeted to a specific person or group● Appeals to a key motivation of that person or group● Calls for a specific action or behavior● Does not require, but also does not contradict,
alignment with your primary message
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Practical Application
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Practice exercise.
1. Break into groups of 5-7 people
2. Invite one group member to brief the group on one of their organization’s real, current policy or advocacy priorities
3. Working together, identify the key stakeholders needed, targeted messages for each stakeholder, and suggested evidence or resources to strengthen your case with each stakeholder. Prepare a 1-minute ask and be prepared to deliver it in front of the room!
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PREVENTING HOMELESSNESS #HomelessnessConference @dondunstanfoundation
Panel
Thank you Masterclass attendees.
Please make your way to the lectern
in the foyer.
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PREVENTING HOMELESSNESS #HomelessnessConference @dondunstanfoundation
Closing Address
Deb KingCommittee of Management, Don Dunstan Foundation
IN FOYER
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PREVENTING HOMELESSNESS #HomelessnessConference @dondunstanfoundation
Brought to you by
Post Conference Drinks
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Conference resources will be posted on our website at dunstan.org.au
Thank you to our sponsors#HomelessnessConference @dondunstanfoundation
2019HOMELESSNESS
CONFERENCE