1. Community Mobilization & Multistakeholder Engagement
CMS Road Show – Luzon
PhilDHRAA Partnership Center
29 to 31 August 2013

2. Learning Objectives At the end of this session, you should be able to:
Demonstrate increased knowledge of the principles of and key steps in community mobilization;
Apply some tools for engaging different community stakeholders in collective action;
Identify tasks in involving communities and some strategies to facilitate stakeholder engagement.

3. Your Idea of a “Community”
What comes to mind when you first hear the word “community”?

4. What is a Community?
A set of people that share any or all of the following:
Territory
Resources
Language
Culture
Religion
Occupation
Interests
Etc.
We all belong to a community.
What are some of the communities you belong to?

5. What is a Community? People are the heart of a community.
Heterogeneous
Diverse needs
Different motivations
Diverse skills
Various resources
How do we bring them together and harness what they have to offer?

6. Community Mobilization
The process of building social relationships in pursuit of common community interests.
Increases participatory decision-making processes by bringing diverse stakeholders into a common process
Expands inclusion of often marginalized populations, such as women, youth, persons with disabilities, the elderly, and religious or ethnic minorities
Depends on local resources, both human and material
Fosters stronger relationships between local government, businesses, community members and CBO/NGOs
Ensures local ownership of development
Promotes a more active and informed citizenry

7. Community Mobilization: Some Principles
Participation
When people are involved from design to implementation and assessment, ownership is high
Context sensitivity
Local solutions to local problems
Empowerment, not dependence
Communities as actors, not recipients

8. Steps in Community Mobilization
Prepare: Get to know the community
Involve stakeholders
Issue analysis & community visioning
Develop & execute a community action plan
Sustain
WHO?
Steps in Community Mobilization
DO!
WHAT, WHERE, WHEN?
WHY?

9. 1. Get to Know the Community
Core area of community development
E.g., Livelihood, Maternal health, Public education
Identify a common issue that the community can get involved in.
Gather information on the community & the issue by:
Talking to people in the community
Talking to community leaders
Conducting surveys, FGDs (formal)
Plan for a community gathering or dialogue on the issue.*

10. 2. Involve Stakeholders Decide who is crucial to involve Be inclusive
Core group of actors
Roles
E.g., Who would be a good infomediary/lea der?
Stakeholders: groups and individuals who
Primary: are directly involved in the issue; can affect or are affected by the issue
Secondary: intermediaries; can help facilitate awareness and understanding; can mobilize additional support or resources

11. 3. Organize around an issue
Identify and prioritize current underlying conditions
What are the current problems in public education in the school? (Context)
What causes these problems? (Cause)
Which of these can we do something about? (Priorities)
Develop a community vision
How does a good public education system in our community look like?
What key changes/improvements are in place?

12. 3. Organize around an issue
Vision - summarize your community’s dream for the future. The vision should be:
Easy to communicate to potential new members.
Uplifting and inspiring, clearly communicating your hopes for your community.
A reflection of the perspective of the community it represents.
Mission - state your community mission. It should include:
A statement of what it is going to do and why.
Widely inclusive language to avoid limiting potential new members and strategies with which to bring about the vision.

13. 3. Organize around an issue
Community Road Map

14. 4. Community Action Planning
What strategies & activities are needed?
Awareness raising
Fundraising
Capacity building
Who can contribute what?
Resources
Expertise
Timeline
How do we know we’ve achieved our objectives?
Measure , evaluate
Keeping track of achievements builds confidence

15. 5. Sustain Community planning on how to sustain efforts
Commitments and roles
Next steps: scale up/expand or repeat?
Continuous capacity building requirements

16. Your Role as Community Mobilizer
You as leader
Finding leaders in the community
WHICH FACILITATES GREATER COMMUNITY OWNERSHIP AND INVOLVEMENT?

17. Multi-Stakeholder Engagement
Key Tasks as CMS Area Coordinators
Identify school community stakeholders to involve (macro)
Facilitating stakeholder participation in identifying and solving issues (micro)

18. Bringing Stakeholders on Board: Mapping
The Power-Interest Grid
(Bryson, 1995)
Power to influence the issue
High
Low
Interest in the issue

19. Bringing Stakeholders on Board: Mapping
The Power-Interest Grid
(Bryson, 1995)
Keep satisfied; Meet their needs
Key Players;
Manage closely
Power to influence the issue
High
Low
Interest in the issue
Minimal Effort
Keep informed;
Show consideration

20. Bringing Stakeholders on Board: Mapping
2. Impact-Attitude Grid
(Riley & Weintraub)
Impact, or influence
High
Low
Attitude
Positive
Negative

21. Top 3-5 Action Points
high * x * – + x x * x x
low

22. Exercise: Mapping School Stakeholders
Form 2 groups
Identify 5-8 key stakeholders in CMS communities
Parents, students, school administrator, DepEd, local media, infomediary, teachers, etc.
Group 1: Using the Power-Interest Grid, map stakeholders and identify one action per quadrant
Group 2: Using the Impact-Attitude Grid, map the stakeholders and identify three action points
Assign a reporter.
Three (3) minutes to report

23. Stakeholder Participation

24. Stakeholder Participation
You’ve identified your key stakeholders…
NOW WHAT?
Plan activities to involve key stakeholders
Keep them involved, from start to finish
Allow them to find solutions to their problems
Empowerment is not about telling them what to do or doing things for them but building their capacity to do

25. Stakeholder Participation: Scenarios
Scenario 1: The school year is about to start but there are no funds to get the school ready. The classrooms and school grounds are dirty and the furniture are not in their proper places.
Talk to the principal and compel her to find funds for cleaners.
Clean the entire school yourself.
Mobilize school community members to volunteer to get the school ready.

26. Stakeholder Participation: Scenarios
Scenario 2: You want to set up regular data updating activities for CMS in a new school. However, you live in a different city and it’s costly for you to keep traveling to the school to coordinate the activities. What’s the best way to empower the school community to conduct monitoring?

27. What are concrete ways to get community stakeholders to participate during…
Planning sessions
Community dialogue
Problem-solving sessions ?

28. Stakeholder Participation: Strategies
Brainstorming
Generate as many ideas
Suspend judgment
Encourage creativity
Everyone pitches in
Sample Process
Individuals write down ideas
Ideas are posted and similar ideas grouped together
Group reviews ideas
Enhances ideas
Adds other ideas

29. Stakeholder Participation: Strategies
Stepladder technique
Individuals to small groups to big group
Allows every individual to contribute
Results in a few, well thought out ideas
Sample Process
Each individual writes down an idea
Form groups of two and enhance the ideas
The process is repeated in groups of three, four, etc. until only two groups remain
Big group comes together to share and finalize ideas

30. Stakeholder Participation: Strategies
Contributions Assessment
Begins with what each individual can contribute
Action-oriented
Good way of securing commitment and active involvement of members
Sample Process
Each individual writes down 1-2 things they contribute
These are posted and shared to the big group
Group constructs a workplan based on commitments and adds what else can be done

31. Roleplay Exercise
Problem: How can we increase awareness on the lack of textbooks in the school?
Roles
Area coordinator (Facilitator)
Local DepEd representative
Parent leader
Student representative
Local media
Local business owner
Decide on a strategy for facilitating stakeholder participation: brainstorming, stepladder, contributions assessment

32. Roleplay Exercise Reflect on your experience.
Did everyone participate? Why or why not?
How did the process ensure participation of stakeholders?
What was the role of the facilitator in the process?

33. Stakeholder Participation: Tips for Community Mobilizers
Compel: Anchor participation on their interests
E.g., Parents want their children to have access to good quality education
Invite stakeholders to bring in their resources and knowledge to the process
E.g., Local businesses can donate resources to schools, as part of their CSR program
Facilitate local participation on coming up to solutions to problems

34. Other Activities to Involve Stakeholders in
Joint Context and Stakeholders Analysis
Awareness Raising Campaigns
IEC, Fun run, Fiesta, Word-of-mouth
Monitoring activities
Data updating
Multi-stakeholder Problem-Solving Sessions
Resource Generation
Fundraising

35. Salamat!