| BOARDS AND COMMITTEES
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Nonprofit boards should be able to identify stakeholders. Definition: “a person or group that has an investment, share, or interest in something, as a business or industry.”
Nonprofit organizations frequently are narrow in their definition of stakeholders, those with an interest in the work of the organization. The obvious stakeholders are clients, members, or patrons, employees, and volunteers. But are they the only ones to receive an annual report, to learn of new programs before they begin, to be asked to contribute, or to be invited to special events?
It is important for a board (usually done by a Public Relations Committee) to create a list of stakeholders for use by all departments in the organization and especially any media releases. The list needs to be revised annually. It should include contact names, email, phone, and snail mail.
Keep in mind, not all stakeholders are created the same. Some receive more information about the organization than others. For example, media specialists usually maintain a list of primary media outlets and secondary ones. Some press releases go to all the stakeholders on the list, while others might go to just the primary group.
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