Stakeholder Mapping
Identify, analyze, and prioritize stakeholders based on their influence and support for your advocacy goals.
What is Stakeholder Mapping?
Stakeholder mapping is a systematic process for identifying and analyzing people and organizations who can affect or are affected by your advocacy issue. It helps you understand who has power, who supports your goals, and how to engage different stakeholders strategically.
The Influence-Support Matrix
Plot stakeholders based on Influence (power over your issue) and Support (favorability to your position):
High Influence + High Support
Strategy: Keep engaged. Leverage their influence.
High Influence + Low Support
Strategy: Focus effort here. Find persuasive messengers.
Low Influence + High Support
Strategy: Mobilize to influence targets.
Low Influence + Low Support
Strategy: Don't waste resources. Monitor only.
Types of Stakeholders
Primary Targets
Decision-makers with direct authority. The people who can say 'yes' to your ask.
Secondary Targets
People who influence primary targets: advisors, donors, influential constituents.
Allies
Organizations and individuals who share your goals and will actively work with you.
Neutrals
Stakeholders who haven't taken a position. Often worth cultivating if they have influence.
Opponents
Those actively working against you. Understanding their arguments helps counter them.
How to Create a Stakeholder Map
Brainstorm all relevant stakeholders. Cast a wide net initially.
Research each stakeholder's position and level of influence.
Place each stakeholder on the influence-support matrix.
For high-priority stakeholders, develop detailed profiles: interests, pressures, access points.
Develop engagement strategies for each quadrant.
Revisit and update your map as positions change.
Tips for Effective Mapping
- Involve people with diverse networks and knowledge
- Base assessments on research, not assumptions
- Remember that positions can change over time
- Look for unlikely allies
- Map the connections between stakeholders
- Consider stakeholders' stakeholders (who influences your targets?)
Attribution: This guide reflects Common Ground Consulting's approach, adapted from power mapping methodologies used in community organizing and policy advocacy.