Think about the role of non-profit stakeholders in general – How do they exert influence?
Stakeholders help the nonprofit fulfill their mission, they have a vested interest in the nonprofit fulfilling its objective. Stakeholders can be donors, patrons, volunteers, other organizations and even the people who benefit from the nonprofit’s work. They shape individual nonprofits and the shape of the nonprofit sector as a whole. One example is direct influence, in which the donor/funder will give money for a specific program to take place. Their influence helps shape decisions and ensures the mission is achieved via activities, outcomes and infrastructure. Program funding is one example, because the donors can give money in a very specific way. Stakeholders help define what is important and occasionally nonprofits must adjust to make their stakeholders happy so they can continue to be funded.
When looking at the matrix: Stakeholders with high power and high influence are called players, because they have a large influence in the non-profit sector. Those with high power and low interest are context settlers, because their power sets context but they do not care enough to be players. Those with high interest and low power are called subjects, because they are the subjects being studied. Those with low interest and low power are called the crowd. Nonprofits should care about the players and context setters, but are meant to serve the subjects and crowds. (Adapted from Strategic Planning for Public and Nonprofit Organizations by John Byrson).