and Instagram for Social Good 2014). CRUK has also experienced problems with staff retention after high-profile campaigning (Marketing Week 2014a). The analysis can be summarised in a SWOT analysis to enable strategy formulation (Hooley 2012:38). Strengths Weaknesses Strong brand Vulnerable to economic changes Corporate partnerships Evidencing impact Digital expertise Intangible concept of research Political networking Competing worldviews Staff retention Opportunities Threats Mobile fundraising Data protection legislation Big data More responsive competitors Legacy giving Ageing profile Public perception of CEO’s salary and unpaid internships Marketing strategy Strategic implications for resource deployment can be revealed by examining between strengths and weaknesses, opportunities and threats (Hooley 2012:39). Opportunities Threats Strengths Invest in new Brand campaigns to fundraising maintain engagement opportunities, including amongst existing mobile giving supporters Use big data to better Use digital expertise to target solicitations attract new supporters Leverage social and monitor trends networks of corporate Benchmarking against partnerships in mobile key stakeholder fundraising relationships of competitors Use political networks to lobby against EU data protection proposals Weaknesses Use big data to evidence Regular benchmarking of impact of donations compensation and Invest in core income benefits against key activities like legacy competitors
and Instagram for Social Good 2014). CRUK has also experienced problems with staff retention after high-profile campaigning (Marketing Week 2014a). The analysis can be summarised in a SWOT analysis to enable strategy formulation (Hooley 2012:38). Strengths Strong brand Corporate partnerships Digital expertise Political networking Weaknesses Vulnerable to economic changes Evidencing impact Intangible concept of research Competing worldviews Staff retention Opportunities Mobile fundraising Big data Legacy giving Threats Data protection legislation More responsive competitors Ageing profile Public perception of CEO’s salary and unpaid internships Marketing strategy Strategic implications for resource deployment can be revealed by examining between strengths and weaknesses, opportunities and threats (Hooley 2012:39). Opportunities Threats Strengths Invest in new fundraising opportunities, including mobile giving Use big data to better target solicitations Leverage social networks of corporate partnerships in mobile fundraising Brand campaigns to maintain engagement amongst existing supporters Use digital expertise to attract new supporters and monitor trends Benchmarking against key stakeholder relationships of competitors Use political networks to lobby against EU data protection proposals Weaknesses Use big data to evidence impact of donations Invest in core income activities like legacy Regular benchmarking of compensation and benefits against key competitors