Strategic Planning for Nonprofits: Stakeholder Engagement

Effective nonprofit strategic planning needs to be centered around a strong foundational understanding of the institution’s multiple stakeholder communities and a plan for engaging those groups in the change process.

The first step is to build a comprehensive understanding of the stakeholder groups. These can include board members, staff, volunteers, donors, community members, beneficiaries, partner organizations, government entities, and others who are directly or indirectly impacted by the organization's work.

Next, assess their motivations for engaging with your organization. Understand the interests, needs, and expectations of each stakeholder group. This can be done through surveys, interviews, focus groups, or community consultations. Determine how their perspectives align with the organization's mission and goals.

Third, step back and look at your existing stakeholders. Are there key players missing? Are there organizations that might make good partners to enhance your presence, reach, or financial stability? For these, develop an outreach and engagement plan to bring them into the fold.

Fourth, find opportunities to involve these groups in your decision-making. Many organizations establish advisory boards to solicit stakeholder opinion and feedback. Such boards can serve as an opportunity to inject new perspectives into your work while also helping these stakeholders feel informed and valued. You can also hold specific, regular off-sites or focus groups (in person or virtual) with these communities.

Ensure your multi-channel communications include—and are tailored to—your stakeholders. A best practice here is to establish an optimal strategy for each stakeholder group, complete with communications key messages and timetables. And in an increasingly virtual and remote world post-COVID, think about how to make your electronic comms connect with your audience and provide immersive and emotive experiences.

By engaging stakeholders effectively, nonprofits can harness the collective wisdom, support, and resources of these diverse perspectives. This involvement fosters ownership, builds trust, and ensures that the organization's strategic planning is responsive to the needs and aspirations of the communities they serve.