Strengths Weaknesses Opportunity Threats (SWOT) University Advancement WWU Foundation, Alumni Association & Special Events Date: November 12, 2009 In early November 2009, the University Advancement staff was given the opportunity to update the SWOT analysis completed in February 2009. The department was asked to look over the analysis and provide any additions as well as feedback on anything that may no longer apply, and to complete an online survey. The survey presented the data from the February SWOT, and asked the participants to rank the answers with regard to current relevance to the divisions overall Strengths, Weaknesses, Opportunities and Threats. The raw data were ranked by number, with lower number ranking as most relevant and higher number ranking as less relevant. The grouped comments are illustrated, below, in graph form to show ranking of the previously identified themes. A paragraph of interpretation of the thematic issues follows each bar graph. Additional new themes are also presented. As was evident in the February analysis, two major strengths emerged from the data; (1) quality relationships with donors and (2) a talented and committed staff. Poor internal communication and collaboration and inefficient processes were identified as the division s major weaknesses. The same three opportunities for the division were highlighted; (1) internal streamlining (2) stewardship and outreach, and (3) external communications. In February, the poor economy was overwhelmingly listed as the major threat. In November, low staff morale was cited as the number one major threat, with the downturned economy as the second most relevant threat. Given this was conducted as an anonymous, online survey completed by approximately 65% of University Advancement staff, there aren t sufficient details to ensure a clear understanding of staff comments. The next step will be to have a division-wide session where details can be fleshed out so that priorities can be determined and an action plan developed.
Strengths The two most frequent strengths ranked by the group were (1) high quality personal relationships with donors and (2) a talented, committed staff. Quality relationships was ranked slightly higher than a talented staff, a reversal of the 1 and 2 rankings selected in February. As in February, a high percentage, 53% of the responses, aligned with one of these two major themes. Other additional themes added by staff include: High value alumni programs 100 Community Conversations Initiative Campaign Improved collaboration
Weaknesses As in February, a clear weakness emerges from the data: lack of communication and collaboration. Illustrated by 5 separate lines, a total of 84% of the comments address the perception of poor communication, both externally and internally. Poor external communication (campus and branding messages) account for 22% of the most relevant ranking. Poor internal division communication and collaboration weaknesses account for 62% of the most relevant ranking. Second to poor communication, inefficient processes was ranked more relevant, accounting for 17% of the overall weakness comments. Other additional themes added by staff are listed below. Leadership Budget restrictions Increased workload Poor morale Fundraising techniques
Opportunities The highest ranked opportunity theme from the comments was streamlining, creating efficiencies and leveraging talents. In February, this theme ranked third highest. However the largest emergent theme, as in February, remains the opportunity to increase outreach. This includes stewardship, assisting supporters, partnerships, and connecting alumni to colleges. The second largest theme was the opportunity for enhanced external communication to communicate our story and market our message. New feedback surrounding opportunities added by staff are listed below. Collaboration around campaign
Threats Perceived threats to the division saw the greatest change from February to November. Previously, the poor economy was ranked the number one threat to the division, currently the highest ranked threat is low staff morale. The economic downturn is ranked as the second highest threat. The football decision significantly ranked less relevant to the division. Other threats were discussed by staff in the survey and included: Stressed and overworked staff