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The Ten Elements:  
  1. Your motivation  
  2. Your vision  
  3. Stakeholders  
  4. Impact Map  
  5. Your indicators  
  6. Make a plan  
  7. Collect data  
  8. Analyse information  
  9. Share information  
  10. Learning & Action  
Case study: The Surf Centre  
Identify your stakeholders
Case study – Jesmond Pool

3. Stakeholders

Identify your stakeholders

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:

Understand the effects of your activities, whether they were anticipated or unexpected, positive or negative.
Identify, and then respond to, their concerns and the issues they raise.

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

Case study – Jesmond Pool

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.


Employees – paid and unpaid, full-time, part-time and casual


Casual swimmers – adult, pre-school, junior, students, older people
School Groups – Church High, Cragside, La Sagesse, St Catherine’s, West Jesmond Primary, Newlands
Clubs – Dolphins, Masters
Health agencies
Subscribers – full, casual, junior
General sports users – adult, junior, older people, retirement homes

External Organisations

Governing bodies
External sports bodies (ISRM, ASA, RLSS, Sport England, Health and Safety Executive, SpoRTA)
Investors In People
Local Authority – Newcastle City Council
Funders (private and public)
Consultancy clients (paid)
Organisations we advise (free)
Suppliers (of anything consumed due to the business)
Community groups
Charity Commission
Inland Revenue
Neighbours/local community

Case Study - The Surf Centre’s stakeholders

1 Buzan, Tony. Mind Maps at Work. HarperCollins, 2004.