International Strategy in Action

Learning from this experience, when this NGO revisited its international fundraising programme in 2003, it took a far more strategic look at new market potential. Crucially, it carefully considered five key steps:

1. It considered its organisational strategy — where would it need to work in the future to deliver its mission? The organisation made two important strategic decisions that had a major impact on the fundraising market choice: First, it would not enter a market purely for fundraising purposes, and second, it would link its fundraising to grassroots-movement building.