This is lesson nineteen. This is towards one of our missions. Education. You’ll learn everything about marketing — from the basics to the most advanced strategies — for free, thanks to VellumWorks.
Before you plan, build, or launch anything in marketing, you need to understand where you stand right now.
A SWOT analysis gives you a clear, honest view of your organisation’s position by breaking things down into four areas: the good, the bad, the possibilities, and the risks.
It’s simple.
It’s fast.
And it can reshape your strategy immediately.
What is the SWOT Analysis?
A SWOT analysis is a simple strategic tool that helps you understand your organisation’s current position by breaking things down into four clear areas:
1. Strengths (Internal, Positive)
What you already do well: your advantages, assets, and unique value.
Examples: strong brand, community trust, skilled team, loyal donors.
2. Weaknesses (Internal, Negative)
The internal limitations that might slow you down.
Examples: limited budget, outdated tools, small team, low awareness.
3. Opportunities (External, Positive)
External trends or conditions you can use to grow or increase impact.
Examples: new funding programmes, rising interest in your cause, partnerships.
4. Threats (External, Negative)
External risks or challenges that could harm your progress.
Examples: economic downturn, new regulations, increased competition.
Strengths (Internal, Positive)
These are the things your organisation already does well.
Your natural advantages. Your selling points.
Examples:
Strong community trust
Dedicated volunteers
Clear mission and impact
Strong brand identity
Fast response time
Loyal donor base
Why it matters:
Your strengths are your foundation. Build your strategy on them, not around them.
Weaknesses (Internal, Negative)
These are internal limitations or areas where you fall short.
Examples:
Limited staff or budget
Outdated digital tools
Low awareness
Gaps in skills or resources
Inconsistent messaging
Why it matters:
Weaknesses aren’t failures. They are opportunities to improve.
When you identify them early, they stop being threats later.
Opportunities (External, Positive)
These are external conditions that you can use to grow, reach new audiences, or increase impact.
Examples:
Rising interest in your cause
New funding programmes
Local partnerships
Emerging social trends
New technology to increase efficiency
Why it matters:
Opportunities are often time-sensitive.
Spot them early and act before someone else does.
Threats (External, Negative)
These are external challenges that could disrupt your work or reduce impact.
Examples:
Economic downturn is reducing donations
Changing government regulations
Competing charities in your space
Misinformation or public scepticism
Technology failures or security risks
Why it matters:
Knowing your threats means you can prepare for them rather than panic when they appear.
Why SWOT Works
Because it forces clarity.
It takes all the noise and distils it into one simple map of reality — what’s helping you, what’s hurting you, what you can use, and what you must avoid.
For charities, this clarity is priceless.
It shows you where to focus your limited time, energy, and resources.
10-Minute Exercise: Run a Quick SWOT
Take a blank page and split it into four squares.
Fill each with three bullet points:
Strengths: What do we do better than anyone?
Weaknesses: What slows us down?
Opportunities: What external trends can we use?
Threats: What could disrupt us?
You’ll be shocked by how quickly it reveals your strategic priorities.
Why is this important to know?
Charities rarely have endless resources.
SWOT helps you prioritise what truly moves the needle.
It sharpens your direction.
It strengthens your storytelling.
It brings your team together around reality, not assumptions.
When you know your strengths, protect your weaknesses, seize opportunities, and prepare for threats, you build a stronger, more resilient organisation.
At VellumWorks, we believe knowledge should be free. That’s why this series will guide you, step by step, through everything from the basics to the most advanced strategies in marketing: no jargon, no gatekeeping, just education that empowers.
