Tuesday, July 21, 2009

the dangers of stakeholder segmentation

Your “young leaders” grow up to be “leaders”, who then grow up to be “visionaries”, or some other categorical definition. Stop inventing new categories and further segmenting your donors, staff, and other stakeholders. Approach your people seamlessly, or you risk loosing them in the valleys between defined categories.

One of my clients has a “young leaders” donors group, modeled after the New York Public Library’s well-known Young Lions program. Two women, college roommates, joined at the same time. One woman, unmarried and non-parenting, remains in the group, quite active. The other, married, homeowner, with two small children, feels she no longer fits the membership profile and has left. Neither does she share the financial or professional profile of the organization’s formal Board of Directors. Her engagement with the organization is threatened by her lack of fitting into one of their tightly defined subgroups.

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1 comment:

  1. Be careful when you draw lines --that you don't draw me out.