|Identify your stakeholders
Case study – Jesmond Pool
In order to meet its objectives, the organisation needs to know the people and/or the groups affected by, or affecting, its work – the stakeholders.
Knowing who your stakeholders are will help you to:
There are all kinds of ways of doing this – a list, a chart, putting people and organisations on a geographic map, or making a ‘mind map’ (a technique for arranging ideas and their interconnections visually) 1
Below is an example of how Jesmond Pool in Newcastle mapped out its various stakeholders as part of its Social Accounting Process. Jesmond Pool in Newcastle is run as a social enterprise by the Jesmond Swimming Project in order to create leisure opportunities for the people of Jesmond and the wider community. The community took over a pool that the Council had decided to close, and has turned it around from earning around £30,000 per year to nearly £500,000 per year. The Jesmond Pool has started to use social accounting as a way to show their value to the community and to ensure that they are living up to their values and meeting their goals. Jesmond Pool has done a stakeholder map as part of its social accounting process.