PARTICIPANT’S 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
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STAKEHOLDER ANALYSIS
Stakeholder Analysis
CONTENTS
Introduction
Sustainable Management Development Project
v
Acknowledgements
v
About this Course
v
About this Workbook
v
Target Audience
vi
Learning Objectives
vi
Icon Glossary
vi
Overview
Stakeholder Analysis
1
Why Involve the Stakeholder?
1
Knowledge Checkpoint
2
Conducting a Stakeholder Analysis
Step 1: Identify the Stakeholders
3
Step 2: Profile the Stakeholders
5
Step 3: Create a Relationship Model
7
Ladder of Participation
10
Step 4: Establish Participation Categories and Methods
12
Knowledge Checkpoint
14
Conclusion
14
What’s Next?
15
Workbook Review
15
Resources
15
Webinar Guide
Before the Webinar
16
During the Webinar
16
After the Webinar
16
Appendices
Appendix A Definitions
19
Appendix B Example Stakeholder Profile Summary Matrix
20
Appendix C Stakeholder Profile Summary Matrix
21
Appendix D Example Stakeholder Participation Level Matrix
22
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STAKEHOLDER ANALYSIS
Appendix E Stakeholder Participation Level Matrix
23
Appendix F Example Methods for Stakeholder Participation
24
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STAKEHOLDER ANALYSIS
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 participant’s 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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STAKEHOLDER ANALYSIS
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:
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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.
vi | SUSTAINABLE MANAGEMENT DEVELOPMENT PROJECT
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STAKEHOLDER ANALYSIS
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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STAKEHOLDER ANALYSIS
Stakeholders can help make a project successful by:
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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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STAKEHOLDER ANALYSIS
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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STAKEHOLDER ANALYSIS
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
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
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
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Title
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STAKEHOLDER ANALYSIS
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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STAKEHOLDER ANALYSIS
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 stakeholder’s 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 stakeholder’s 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 stakeholder’s motivation?
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STAKEHOLDER ANALYSIS
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
Priority Level
Beneficiaries
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:
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What is the relationship among stakeholders?
Who influences whom?
Who has control over whom?
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STAKEHOLDER ANALYSIS
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 stakeholder’s 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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STAKEHOLDER ANALYSIS
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 1990’s 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
2
Source: Pretty J. N.1995, adapted from Adnan et al. 1992
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STAKEHOLDER ANALYSIS
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
Ladder of Participation Levels
Purpose
1.
2.
3.
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STAKEHOLDER ANALYSIS
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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STAKEHOLDER ANALYSIS
Some examples of methods that have been used to encourage stakeholder
participation include:
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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. Don’t limit yourself to examples of methods found in this
workbook.
Level
Information Sharing
Strategy or Method
1.
2.
Participation by Consultation
1.
2.
Participation through
Material Incentives
1.
Functional Participation:
Group Formation
1.
Interactive Participation/
Collaboration
1.
Self- Actualization
Empowerment
1.
2.
2.
2.
2.
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STAKEHOLDER ANALYSIS
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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STAKEHOLDER ANALYSIS
WHAT’S 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.



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

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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STAKEHOLDER ANALYSIS
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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STAKEHOLDER ANALYSIS
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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STAKEHOLDER ANALYSIS
Appendices
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STAKEHOLDER ANALYSIS
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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STAKEHOLDER ANALYSIS
APPENDIX B EXAMPLE STAKEHOLDER PROFILE SUMMARY MATRIX
Stakeholder/
Profile
Minister of
Health
District Health
Officer
Health
Professional:
Doctor, Nurse,
Clinic Staff
Religious Leader
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
Status for CDC
funds
Success means
keeping his job
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
10
Overall decision
maker
Could pull the
project if another
donor priority
prevails
8
Implementer:
responsible for
outputs
Planned /
Intended
participation
methods
How they will
use the project
for their benefit
Provide project
document for
signature
Status for new
project funding
Could lose
interest or be
assigned other
priorities
2
Help with
implementation
Promotion if the
project is
successful
3 – This is part
of their job.
Minimal
1
Help with
implementation
Ease of workload
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
Recipient
Peace of mind
for children
Unlikely unless
the parents
refuse the
inoculation
1
Recipient
No polio
Implementer
Financial
incentive
overtime
Cultural
Influence
Beliefs based on
correct or
incorrect
information
Wants to be
certain that
religious
practices are not
violated
10 – Parents will
follow what their
religious leader
says
Good heath of
child
Fear of illness
because of
foreign
medicines
introduced to
child
Fear of shots;
lack of
knowledge about
polio
10 – must bring
their children to
the clinic
Parent
Beneficiary
Child
Job related
success or failure;
no financial
incentives
Influence on
the success or
failure of the
project: Level
of 1-10
10
Beneficiary
Health no polio
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10 – must get the
inoculation to
ensure the
project’s
numbers are
good
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STAKEHOLDER ANALYSIS
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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STAKEHOLDER ANALYSIS
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
xx
District Health
Officer
Functional Group
Formation
Collaboration in
Decision-Making
xx
xx
xx
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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Provision of material
incentives
Empowerment and
Self Actualization as
a Decision Maker
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STAKEHOLDER ANALYSIS
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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STAKEHOLDER ANALYSIS
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
District Health Officer
Health Care
Professional: Doctor,
Nurse, Clinic Staff
Provide Clinical data
regarding polio
inoculation and its
benefits
Learn about myths and
practices regarding
inoculations in the area
Overtime pay for
inoculation Project
Religious Leaders
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 children’s health Notify
dates for inoculations
Provide thorough
information on the
importance of
inoculations for
children’s health
Learn about myths and
practices regarding
inoculations in the
area; discuss the myths
and beliefs of the
leader
Probably not
appropriate, but he
could be invited to a
meeting and have his
expenses paid to
attend.
Consult for best time
to give children
inoculations
Inoculations or
payment to receive
them?
Parents of local School
Children
Children
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Functional Group
Formation
Collaboration in
Decision-Making
Empowerment and
Self Actualization as
a Decision Maker
Part of a project
evaluation team ;
Project design
workshop
Project quarterly
retreats/meetings
Project design
workshop
Project quarterly
retreats/meetings
Present project
document for his or
her involvement in
decision making
Pre- project Design
workshop: objectives,
implementation plan,
outputs, and evaluation
tools.
Present project
document for their
involvement in
decision making for
implementation
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.
Engage the religious
leaders from the very
start of the project
including him in
meetings, workshops,
discussions.
Pre- project Design
workshop: objectives,
implementation plan,
outputs, and evaluation
tools.