PARTICIPANTS WEBINAR WORKBOOK

Stakeholder Analysis
INTRODUCTION

Sustainable Management Development Program Division of Public Health Systems and Workforce Development Center for Global Health U.S. Centers for Disease Control and Prevention http://www.cdc.gov/globalhealth/SMDP/ Version 1.0

STAKEHOLDER ANALYSIS

Stakeholder Analysis
CONTENTS

Introduction
Sustainable Management Development Project Acknowledgements About this Course About this Workbook Target Audience Learning Objectives Icon Glossary v v v v vi vi vi

Overview
Stakeholder Analysis Why Involve the Stakeholder? Knowledge Checkpoint 1 1 2

Conducting a Stakeholder Analysis

Step 1: Identify the Stakeholders Step 2: Profile the Stakeholders Step 3: Create a Relationship Model Ladder of Participation Step 4: Establish Participation Categories and Methods Knowledge Checkpoint Conclusion Whats Next? Workbook Review Resources 3 5 7 10 12 14 14 15 15 15

Webinar Guide
Before the Webinar During the Webinar After the Webinar 16 16 16

Appendices
Appendix A Definitions Appendix B Example Stakeholder Profile Summary Matrix Appendix C Stakeholder Profile Summary Matrix Appendix D Example Stakeholder Participation Level Matrix 19 20 21 22

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Appendix E Stakeholder Participation Level Matrix Appendix F Example Methods for Stakeholder Participation

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Introduction
SUSTAINABLE MANAGEMENT DEVELOPMENT PROJECT
The CDC Sustainable Management Development Project is dedicated to strengthening health systems globally through improved public health leadership and management in low resource countries. We do this by building country capacity to achieve a lasting impact, advancing the science base through applied research and evaluation, and developing strong partnerships and providing strategic leadership.

ACKNOWLEDGEMENTS
Joyce Stanley, Consultant to United National Development Program, United Nations Capital Development Fund, US Agency For International Development and Co-Director, Legacy Foundation

ABOUT THIS COURSE

This goal of this webinar course is to enhance program planning, project design, and implementation through greater participation of stakeholders.

ABOUT THIS WORKBOOK

This workbook is designed to provide pre-webinar information and activities to improve the participants experience during the webinar. It is expected that the participant review this workbook and complete all activities prior to attending the webinar. Completion time for this workbook is about 45 minutes. Print a copy of this workbook and bring it with you to the webinar session.

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TARGET AUDIENCE
The workbook is designed for public health managers who engage in program planning, project management, or implementation of community based projects and interventions.

LEARNING OBJECTIVES
After completion of the workbook, participants will be able to: Define the steps in conducting a stakeholder analysis Identify the key elements to include in a stakeholder profile List the steps in a Ladder of Participation Identify categories and methods of participation for each stakeholder

ICON GLOSSARY
The following icons will be used in this workbook:

Activity Icon- This icon represents an activity the participant should complete. Resource Icon- This icon represents a resource that may provide more information on a given topic. Website Icon- This icon represents a website the participant should visit for more information.

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Overview
STAKEHOLDER ANALYSIS
Stakeholders can greatly influence the intended outcome and success of a public health intervention or project. Their involvement can take place during any stage of the project; however, performing a stakeholder analysis during the planning stage can greatly influence the development of an effective project strategy. Many organizations express support of stakeholder involvement by promising participation, but gaining stakeholder involvement is not always easy. Careful and thorough planning is essential to identify the right stakeholders and to ensure stakeholders participate in appropriate and effective ways. This course will help you identify potential or current stakeholders and explore ways they can participate in a project successfully. Let us begin by exploring why stakeholders should be involved in the project.

WHY INVOLVE THE STAKEHOLDER?

Given the broad range of potential stakeholders in a project, it is important to ask why you should involve the stakeholder at all.

Activity 1: Why Involve the Stakeholder?

Instructions: Explain why you should involve a stakeholder in your project.

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Stakeholders can help make a project successful by: Providing valuable information regarding needs, resources, realistic objectives, and practical considerations for a project Recognizing hidden items that might not be obvious in the planning stage Identifying points of opposition and prevent problems during implementation Encouraging a sense of ownership in the project and involvement during the implementation stage Ensuring the focus of a project remains on the people it is meant to support/serve

KNOWLEDGE CHECKPOINT
After completing this section, you should be familiar with the following concepts. The purpose of a stakeholder analysis Why you should involve stakeholders Write any questions or comments regarding this section for the facilitator to address during the webinar.

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Conducting a Stakeholder Analysis

STEP 1: IDENTIFY THE STAKEHOLDERS

Stakeholders are individuals, groups, or institutions likely to be affected by a proposed project (either negatively or positively), or those who can affect the outcome of the project. 1 They are persons who might be involved or be impacted by the project. The stakeholder population can be broad, so narrowing the field to key stakeholders is a main

1 Participation and Social Assessment: Tools and Techniques: Compiled by Jennifer Rietbergen-McCracken and Deepa Narayan, World Bank, April 1998.

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objective of conducting a stakeholder analysis. The identification stage could start with the program manager, especially if he or she is familiar with current or potential stakeholders. Remember, the more involved stakeholders are in the project, the more likely a project will be successful. Types of stakeholders can include: Beneficiaries Supporters Opponents Resource Providers Vulnerable Groups

If you need assistance in identifying stakeholders, schedule a team meeting or workshop to help identify potential stakeholders for your project. Activity 2: Identify Stakeholders
Instructions: Think of a project example in which stakeholders could be involved. List the names and titles for each type of potential stakeholder.
Note: It is not necessary to fill every category with a potential stakeholder. Only complete the types of stakeholders you have identified for this example project. Name of Example Project :

Name Beneficiaries Who are the potential beneficiaries? Supporters Who are the supporters? Opponents Who are the opponents? Resource Providers Who can provide resources to ensure the implementation of the project? Vulnerable Groups Who are the vulnerable groups that might be affected by the project? Other

Title

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STEP 2: PROFILE THE STAKEHOLDERS

Step 2 is to create a profile for each identified stakeholder. Typically, a matrix of stakeholder information is used to create the profile. Though this approach is efficient and provides a quick review of all stakeholders, completing a more detailed, narrative profile is strongly encouraged. This will allow for a greater understanding of each stakeholder and how to get each stakeholder involved.

Activity 3: Getting to Know Each Stakeholder

Instructions: List the types information you need to know about a stakeholder in order to involve them in planning and implementation of your project.

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A detailed stakeholder profile can include, but is not limited to, the following types of information. An example summary matrix profile is provided in Appendix B. Following the webinar session, you will have an opportunity to complete an example summary matrix profile for your project in Appendix C. Types of Information Collected in a Detailed Stakeholder Profile Identified Role Motivation for Being in the Project How will the project benefit them? Perceived Expectations and Goals in Relation to the Project Do the stakeholders goals and expectations support or conflict with the project goals? Level of Importance for the Success of Project What resources might the stakeholder bring to the project? What is the stakeholder willing to organize for the project? Potential Negative Impact on the Project What can the stakeholder prevent from happening? Are there any stakeholder interests that conflict with project goals? Level of Influence over the Project for Decision-Making What is the stakeholders power and status in relation to the project? Does the stakeholder control key resources? Does the stakeholder have informal influence or personal connections that will affect the project? What power does the stakeholder have over implementation of the project or over other stakeholders? Intention to Participate According to the Project Design Does the stakeholder want to be involved or merely need to be informed about the project and its process? How much does the stakeholder need to participate to make the project a success? Intended Use of the Project or the Project Results How will the stakeholder directly benefit from the project and how will this affect the stakeholders motivation?

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Activity 4: Prioritize Stakeholders

Instructions: Using the list of stakeholders you identified in Activity 2, prioritize them in order of importance and/or influence for the project.
Priority Level: Start with assigning level 1 to the highest stakeholder of importance and/or influence. Continue until all stakeholders are ranked accordingly. Name Beneficiaries Priority Level

Supporters

Opponents

Resource Providers Vulnerable Groups

Other

STEP 3: CREATE A RELATIONSHIP MODEL

Step 3 provides a visual picture of what the project will look like in terms of stakeholders and their importance and influence. The relationship model addresses the following questions: What is the relationship among stakeholders? Who influences whom? Who has control over whom?

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This Venn Diagram serves as the relationship model for an example Polio Eradication project. It is a visual model that allows you to see a complete picture of all stakeholders and their relationships to one another. It will also help you determine and develop strategies to relate with each stakeholder. The Project is drawn as the big circle. The Stakeholders are the smaller circles inside and outside of the big circle. Their different sizes represent the stakeholders level importance and influence in the project. If it is important for the stakeholder to have interactions and relationships with each other, the circles are drawn as interlocking with other stakeholders.

Stakeholders (Smaller Circles)

Project (Large Circle)

Example of Interlinked Stakeholder Circles Size of Circles Indicate Level of Importance and Influence

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Activity 5: Develop a Relationship Model

Instructions: Using the stakeholder list and priority levels identified in Activity 4, draw a relationship model for your example project.
Refer to the example model provided on the previous page for assistance in completing this activity.

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LADDER OF PARTICIPATION
The Ladder of Participation2 was developed to assist project planners by connecting their projects with varied levels of participation by stakeholders. The first cited ladder was developed in the late 1990s and has been modified several times to fit specific project goals and objectives. The concept of the Ladder of Participation allows project planners to determine what types of participation is appropriate for varied stakeholders. The ladder contains six levels. Managers can identify those areas which are most appropriate for each specific project. The ladder begins with the lowest level of participation Information Sharing and climbs to the highest level of participation SelfActualization/Empowerment. Information Sharing Stakeholders are provided information about a project but do not have the opportunity to influence the project because the information is shared with them after decisions have been made. Participation by Consultation Stakeholders participate by being consulted for their views, which are then incorporated into the project at the discretion of the project planner. The project planner defines both problems and solutions, and may modify these after considering the stakeholders responses but is under no obligation to agree with or incorporate the stakeholders views. Participation through Material Incentives

Source: Pretty J. N.1995, adapted from Adnan et al. 1992

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Stakeholders participate by conducting an activity or providing labor in return for food, cash, or other material incentives. Functional Participation: Group Formation Stakeholders participate by forming groups to meet predetermined objectives related to a project. Their involvement usually occurs after major decisions have been made. These groups tend to be dependent on external factors (e.g., donor funding) but may become independent. Interactive Participation/Collaboration Stakeholders participate in joint analysis with the project planner. Typically, this leads to joint goal and objective setting, action planning, and the formation and strengthening of groups. This level involves multiple perspectives between all members of the group and the planner. Groups can take control over project planning decisions, thus allowing stakeholders to influence the implementation and structure of a project. Self- Actualization/Empowerment Stakeholders have control over decisions and resources and participate in lead roles for the project. Stakeholders are the original designers of project ideas and may take control at a given point in the project. Activity 6: The Ladder of Participation
Instructions: Identify the three levels most frequently used or at least sought in your projects and for which purpose? 1. 2. 3. 4. 5. 6. Information Sharing Participation by Consultation Participation through Material Incentives Functional Participation: Group Formation Interactive Participation/Collaboration Self- Actualization/Empowerment Purpose

Ladder of Participation Levels 1. 2. 3.

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STEP 4: ESTABLISH PARTICIPATION CATEGORIES AND METHODS

The final step of the stakeholder analysis contains two components: 1. Link the stakeholders, based on their profile, with the categories on the Ladder of Participation. 2. Identify practical strategies or methods for stakeholder involvement.

1. Establish Participation Categories

The first step in this process is to link each stakeholder with a level of participation. It is important to keep in mind that stakeholders may participate in multiple categories and varying levels of participation. In the example provided in Appendix D, the Minister of Information is important at several different levels. This individual begins as a collaborator in the design of the project and at a high level of participation; however, as the project progresses, his/her involvement decreases to a lower level. Following the webinar session, you will have the opportunity to complete participation categories for your project in Appendix E.

2. Identify Practical Strategies or Methods

When the varied levels of participation have been identified, add the strategies or methods you will use to encourage stakeholder participation.

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Some examples of methods that have been used to encourage stakeholder participation include: Workshops Questionnaires Interviews Dramas, role plays Brainstorming discussions Open-ended discussions Round robin discussions (i.e., everyone in the group shares one or more ideas) Small group discussions Surveys

An example of strategies and methods for a project is provided in Appendix F. Activity 8: Identify Strategies or Methods for Stakeholder Participation
Instructions: List two strategies or methods for each level of participation you might use in your example project. Dont limit yourself to examples of methods found in this workbook. Level Information Sharing Strategy or Method 1. 2. Participation by Consultation Participation through Material Incentives Functional Participation: Group Formation Interactive Participation/ Collaboration Self- Actualization Empowerment 1. 2. 1. 2. 1. 2. 1. 2. 1. 2.

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KNOWLEDGE CHECKPOINT
After completing this section, you should be familiar with the following concepts. Define the steps in conducting a stakeholder analysis Identify the key elements to include in a stakeholder profile List the steps in a Ladder of Participation Identify categories and methods of participation for each stakeholder

Write any questions or comments regarding this section for the facilitator to address during the webinar.

CONCLUSION
Performing a stakeholder analysis can help you recognize the importance of stakeholders in your project and begin the process of stakeholder participation. The process is ongoing as you add new stakeholders and adjust the roles of current stakeholders throughout the project cycle. Remember to keep stakeholder participation in mind as your project grows and changes.

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WHATS NEXT?
Congratulations!! It is time to attend the Stakeholder Analysis webinar session. Bring this workbook to the webinar session because the facilitator will refer to it during the webinar. Please log the time spent reading and completing the activities in this workbook below: Time to Complete the Workbook: _______________________

WORKBOOK REVIEW
After completing this workbook, the participant should be familiar with the following concepts. The purpose of a stakeholder analysis Why you should involve stakeholders Define the steps in conducting a stakeholder analysis Identify the key elements to include in a stakeholder profile List the steps in a Ladder of Participation Identify categories and methods of participation for each stakeholder

RESOURCES
Remember to refer to the appendices at the end of this workbook. For more information on topics found within this workbook, refer to resources given below. Ann Hope and Sally Timmel, Training for Transformation, Nairobi Kenya, 1975 Paolo Freire, Pedagogy of the Oppressed Ronda Levine: Three Great Examples of a Stakeholder Analysis Matrix, Bright Hub on the Internet. (No date identified) MIT Course in Stakeholder Analysis, 2001 Pretty J. N.1995, adapted from Adnan et al. 1992: Ladder of Participation Participation and Social Assessment: Tools and Techniques: Compiled by Jennifer Rietbergen-McCracken and Deepa Narayan, World Bank, April 1998.

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Webinar Guide
BEFORE THE WEBINAR
The participant will be provided materials and activities to complete prior to the webinar. Each participant will receive an invitation via e-mail prior to the session. The invitation has a link (and access code if necessary) for the participant to access the webinar. Participants should: Review the participant workbook including the appendices. Complete the activities and knowledge checkpoints. Print the participant workbook including the appendices. Identify a quiet place, with no distractions, to attend the webinar. Log in approximately 10 minutes prior to the webinar start time. Ensure all technology items are functioning correctly. Clear your calendar and shut down any open applications including email, notification systems to prevent interruption.

Note: Ensure you have your MIPH community login information ready and easily accessible during the webinar session; some sessions will include activities within the MIPH community site.

DURING THE WEBINAR

The webinar will consist of facilitator instruction and interaction with the participant regarding the topic of discussion. Typically, most webinars last 45-60 minutes. Instruction, activity interaction, question and answer time, and live discussion are some examples of components the participant can expect during a webinar session.

AFTER THE WEBINAR

After the webinar, participants will receive a course evaluation via email. The following materials will be available on the MIPH Community Site following each webinar session: Webinar handouts are located in the Continuing Education section. Follow-up questions/issues can be posted in the Discussion Board section.

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Webinar archives are located in the Webinar section for your viewing convenience. Site feedback allows you to provide feedback regarding the website or webinar at anytime.

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Appendices

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APPENDIX A DEFINITIONS
Participation: A process of involving stakeholders in a project either through information
sharing, consultation, collaboration, or empowerment in decision making.

Stakeholder Analysis: A methodology for identifying and analyzing the key stakeholders
in a project and planning for their participation.

Stakeholders: People, groups, or institutions which are likely to be affected by a

proposed project (either negatively or positively), or those which can affect the outcome of the project. 3

3 Participation and Social Assessment: Tools and Techniques: Compiled by Jennifer Rietbergen-McCracken and Deepa Narayan, World Bank, April 1998.

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APPENDIX B EXAMPLE STAKEHOLDER PROFILE SUMMARY MATRIX

Stakeholder/ Profile Role in Project Motivation Perceived Expectations and Goals In line with a polio eradication project: a knowledgeable minister Helped design project; informed and supportive of project goals and objectives Believes in polio inoculations agrees with the project Wants to be certain that religious practices are not violated Fear of illness because of foreign medicines introduced to child Fear of shots; lack of knowledge about polio Importance to the Project for its Success: Level of 1-10 10 Potential Negative Impacts of the Stakeholder Could pull the project if another donor priority prevails Could lose interest or be assigned other priorities Minimal Influence on the success or failure of the project: Level of 1-10 10 Planned / Intended participation methods Provide project document for signature Help with implementation How they will use the project for their benefit Status for new project funding

Minister of Health

Overall decision maker

Status for CDC funds Success means keeping his job Job related success or failure; no financial incentives Financial incentive overtime Beliefs based on correct or incorrect information Good heath of child

District Health Officer

Implementer: responsible for outputs

Promotion if the project is successful

Health Professional: Doctor, Nurse, Clinic Staff Religious Leader

Implementer

3 This is part of their job.

Help with implementation

Ease of workload

Cultural Influence

10 Parents will follow what their religious leader says 10 must bring their children to the clinic

Parent Beneficiary

High potential if the religious leader says that polio inoculations could cause harm Could refuse the inoculations for the child

10

Help with implementation

Possible increased credibility

10 Could influence their child not to get the inoculation 1

Recipient

Peace of mind for children

Child Beneficiary

Health no polio

10 must get the inoculation to ensure the projects numbers are good

Unlikely unless the parents refuse the inoculation

Recipient

No polio

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APPENDIX C STAKEHOLDER PROFILE SUMMARY MATRIX

Stakeholder/ Profile Role in Project Motivation Perceived Expectations and Goals Importance to the Project for its Success: Level of 1-10 Potential Negative Impacts of the Stakeholder Influence on the success or failure of the project: Level of 1-10 Planned / Intended participation methods How they will use the project for their benefit

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APPENDIX D EXAMPLE STAKEHOLDER PARTICIPATION LEVEL MATRIX

Stakeholder Participation Matrix for a Polio Eradication Project; * Checked boxes apply to each Stakeholder in terms of their level of participation in the Project
Stakeholder Name/ Ladder of Participation Ranking Minister of Health Information-Sharing Consultation Provision of material incentives Functional Group Formation xx Collaboration in Decision-Making xx Empowerment and Self Actualization as a Decision Maker

xx

xx

District Health Officer

xx

xx

xx

xx

xx

Health Care Professionals

xx

xx

xx

Religious Leader

xx

xx

xx

xx

xx

Parents of local school children

xx

xx

xx

xx

Children

xx

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APPENDIX E STAKEHOLDER PARTICIPATION LEVEL MATRIX

* Check the boxes which apply to each Stakeholder
Stakeholder Name/ Ladder of Participation Ranking Information-Sharing Consultation Provision of material incentives Functional Group Formation Collaboration in Decision-Making Empowerment and Self Actualization as a Decision Maker

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APPENDIX F EXAMPLE METHODS FOR STAKEHOLDER PARTICIPATION

Methods for Stakeholders Participation in Polio Eradication Project
Stakeholder Name/ Ladder of Participation Ranking Minister of Health Information-Sharing Consultation Provision of material incentives Functional Group Formation Part of a project evaluation team ; Project design workshop Project quarterly retreats/meetings Project design workshop Project quarterly retreats/meetings Provide Clinical data regarding polio inoculation and its benefits Provide information regarding polio inoculations and its benefits in the local language, using other religious leaders as a source -Provide thorough information on the importance of inoculations for childrens health Notify dates for inoculations Provide thorough information on the importance of inoculations for childrens health Learn about myths and practices regarding inoculations in the area Learn about myths and practices regarding inoculations in the area; discuss the myths and beliefs of the leader Consult for best time to give children inoculations Overtime pay for inoculation Project Collaboration in Decision-Making Present project document for his or her involvement in decision making Present project document for their involvement in decision making for implementation Empowerment and Self Actualization as a Decision Maker Pre- project Design workshop: objectives, implementation plan, outputs, and evaluation tools. Pre- project Design workshop: objectives, implementation plan, outputs, and evaluation tools. Pre- project Design workshop: objectives, implementation plan, outputs evaluation tools. Pre- project Design workshop: project objectives, implementation plan, outputs, and evaluation tools. Pre- project Design workshop: objectives, implementation plan, outputs, and evaluation tools.

District Health Officer

Health Care Professional: Doctor, Nurse, Clinic Staff Religious Leaders

Probably not appropriate, but he could be invited to a meeting and have his expenses paid to attend. Inoculations or payment to receive them?

Engage the religious leaders from the very start of the project including him in meetings, workshops, discussions.

Parents of local School Children

Children

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