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StrategicPlanning:InternalandExternalAssessmentsMMPAssociates-www.mmp-a.com

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STRATEGICPLANNING

INTERNALANDEXTERNALASSESSMENTSInternalandExternalAssessmentsOneofthefirststepsinthestrategicassessmentprocessgenerallyinvolvesidentifyingtheorganization’sstrengths,weaknesses,opportunitiesandthreats(theSWOTanalysis).Thishelpsbuildastrongfoundationofknowledgetoensurethedevelopmentofastrategicplanthatremainsrelevant,meetstheneedsofthechangingclientpopulation,andmakesthebestoftheavailableresources.TheInternalAssessmentisaninventoryofthestrengthsandweaknessesoftheorganization’soperations.Itincludesasurveyofhumanandphysicalresources,ananalysisofthesatisfactionofclientsandstakeholders,andanassessmentoftheeffectivenessoftheBoardandofthestaff.Theresultofaninternalassessmentrevealsthestrengthsandweaknessesthatconfronttheorganization.TheExternalAssessment,orExternalEnvironmentalScan,isaninventoryofthepolitical,economic,social,andtechnologicalforcesthatinfluencethemissionandgoalsofanorganization,andhowitfunctions.Itinvolvesanalysisofthecurrentenvironmentandthetrendsthatmayaffectit.Italsoincludesananalysisofcompetitiveandcollaborativeforcesandagents.Theresultofanexternalassessmentrevealstheopportunitiesandthreatsthatconfronttheorganization.TypesofStakeholdersYoumaywishtoconsultbothinternalandexternalstakeholderswhenconductingaSWOTanalysis.Internalstakeholdersareindividualsworkingdirectlywithintheorganization,andexternalstakeholdersareindividualswhodonotworkdirectlywithintheorganizationbutmaybeaffectedinsomewaybytheorganization.Stakeholdersinclude:

InternalStakeholders• Staff• Boardmembers• Volunteers

ExternalStakeholders• Clients• Donors• Partnerorganizations• Communityleaders

SampleQuestionstoConsiderStakeholderscanbeinterviewedindividually,takepartinafocusgroup,orsubmitresponseselectronically.Thelistofquestionsbelowprovidesaframeworkandexampleofthekindsofquestionsyoumaywanttoinclude,butdoesnotrepresentanexhaustivelistnorisrequiredforeverySWOTanalysis.

StrategicPlanning:InternalandExternalAssessmentsMMPAssociates-www.mmp-a.com

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SampleQuestions:InternalAssessmentGeneralquestions

• Whatarethestrengthsoftheorganization?• Whataretheareaswheredevelopmentorimprovementisneeded?

Missionorientedquestions• Whatistheorganization’smission?Doyoubelieveinthemission?Doyoufeelyour

workiscontributingtotheadvancementofthemission?• WhatdoesXstakeholderneedorexpectfromus?Howwellhaveweperformedagainst

theseexpectationsinthepast?• Whataretheimmediateresultsthatcanbeobservedasaresultofourprogram?Long-

termresults?InternalCapacity

• Howeffectivelyareourprogramsoperated?• Howeffectiveisourstaff?OurBoardofDirectors?• Howeffectiveistheorganization’smanagementandleadership?• Whatarethehumanandphysicalresourcesrequiredtooperateourprograms?Does

theorganizationhavesufficientresourcesavailable?Willthesebeaffectedinthefuture?

Branding&Visibility

• Whatisyourperceptionandopinionofthebrandoftheorganization?Theorganization’svisibility?

• Areyoufamiliarwithalloftheprogramsrunbytheorganization?(Providelistofcurrentprograms,oraskaboutcertainprograms)

SampleQuestions:ExternalAssessmentEnvironmentalTrends

• Whatenvironmentaltrendsdoweneedtobeawareof,andtakeintoconsideration,aswethinkaboutourfuturestrategicdirection?Thiscouldincludeeconomic,political,socialortechnologicalchanges.

• Whatarethegreatestareasofneedsforourclients/ourcommunity?Doyouforeseethischanginginthenextfiveyears?

• Whataretheopportunitiesfortheorganizationtomakeabiggerimpact?Aretherepolicy,advocacyorservicegapsthattheorganizationcouldbefulfilling?

• Whathaveyounoticedintermsoffundingopportunitieswithinthisserviceareaoverthelastfewyears?

CompetitiveAnalysis

• Whoareourcompetitorsandcollaborators?Whataretheiragendasandpriorities?• Howwelldoweperformrelativetoourcompetitors?

StrategicPlanning:InternalandExternalAssessmentsMMPAssociates-www.mmp-a.com

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• Whatdoourcompetitorsthinkofthequalityandquantityofourservices?• Arethereareasofgrowthorchallengesthatourcompetitorsarefacingthatweshould

beawareof?