Every nonprofit has several stakeholders for which it should determine and prioritize needs and expectations (preferably through a Stakeholder Analysis). These stakeholders will influence the organization in many different ways, from shaping the mission, to identifying goals, drawing attention to the issue the organization cares about and carrying out activities.

Because nonprofits have so many stakeholders, more than any other sector, meeting the expectations of all can be an overwhelming and challenging process. But it is important that nonprofits maximize the opportunities that arise from their access to these stakeholders. Of particular importance is engaging and seeking feedback from all stakeholders and talking and listening to constituents. Ignoring this was possibly the biggest mistake made by Oprah when building the Oprah Winfrey Leadership Academy for Girls in South Africa. Failing to engage the constituents and the community resulted in a lot of criticism of this project, which was described by John Donnelly of the Boston Globe as a “prominent example of a project that fulfills an outsider’s vision and not a community’s.”

Whether the community’s thoughts and participation in this project would have steered Oprah in a different direction is debatable. It could be that she had a vision for this school and would not have changed her mind either way. But perhaps this can/should be considered a unique instance. Nonprofits should give communities the opportunity to voice their opinions and explain their true needs, in order to better serve them and accomplish their goals.