How Nonprofits Can Use A SWOT Analysis

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When done correctly, a SWOT Analysis can be a powerful tool in your nonprofit’s strategic toolbox, but what exactly is it?
A SWOT analysis is a strategic planning tool that dives into your organization’s internal strengths and weaknesses and external opportunities and threats. The elements of your SWOT (if done effectively) should form the core of your organization’s strategic plan.
Here’s a breakdown of what SWOT stands for:
Strengths – internal characteristics of your nonprofit that give it an advantage over others
Weaknesses – internal characteristics of your nonprofit that give it a disadvantage compared to others
Opportunities – external elements that your nonprofit could use to its advantage (this could also even be done at a program level)
Threats – external elements in the environment that could cause trouble for your nonprofit
Why is this important?
A SWOT analysis should give your organization confidence and a better idea of what strategic direction to go in, as well as an idea of what issues will need to be dealt with. This strategic planning tool should be used to empower your nonprofit and make you more sustainable. Leverage your organization’s strengths and opportunities, and learn from and prepare for weaknesses and threats. The most important thing to remember when drafting out your SWOT is to dive deep. Don’t be too general in your answers, and be sure to involve multiple people at your organization in the process. This analysis should not be a solo exercise. Different perspectives can be enlightening. If you really want to set your organization up for success, you’ll be as honest as possible during this process.
If you’re starting a new nonprofit, a SWOT should be done in the early planning stages once you have the idea and mission down, but it can also be beneficial to do if you’re already established and want to evaluate any changes or pivots you’ve made or are planning to make.
Org name: People against Human Trafficking
Internal Factors
Strengths
Weaknesses
External Factors
Opportunities
Threats
Once you’ve filled out the high level points of each quadrant, dive in more. Don’t leave any stone unturned. What is the cause of each strength, weakness, opportunity, or threat? What is influencing each point? Are there any discrepancies between any of the points or any of the people involved in the process? If so, why?
Pro tip: As evidenced by some of the bullet points in the sample above, it can be a good idea to go through each point and map out a solution for weaknesses or threats, as well as include more ideas to make a strength or opportunity really come to life and be an even bigger asset.
The next step is for you to actually get started. Bring in your team and pull together your ideas. Don’t be afraid to include volunteers and donors in this process. As with any strategic planning process, the SWOT analysis is all about self-discovery for your nonprofit.
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