Ever feel like your nonprofit is working hard but still missing something?
Like there's a gap between where you are and where you could be? That’s where a SWOT analysis comes in. It's not just a business tool, it’s a simple, powerful way to take a clear-eyed look at your nonprofit and figure out what’s working, what’s not, and what to do next.
At Harness, we've seen nonprofits at every stage use SWOTs to make smarter decisions. Whether you're building your donor base, starting a new program, or just trying to get your team on the same page, this tool helps you slow down, zoom out, and refocus. And you don’t need a consultant or a big budget to get started. Just a few questions, some honest reflection, and a little time.
If you’re ready to take your next step with more confidence, we’ll walk you through exactly how to do it, step by step. And if you want a partner who can help you turn strategy into action? That’s what we do at Harness. Let’s dive in.
What is a nonprofit SWOT analysis?
A nonprofit SWOT analysis is just a way to pause and take a full snapshot of where your organization stands. It helps you understand what’s going well, where you’re struggling, what chances you might be missing, and what’s getting in your way. SWOT stands for strengths, weaknesses, opportunities, and threats.
It’s not about being fancy or using big words, it’s about being honest. You might realize your team is amazing at building community (strength), but you're short on digital tools (weakness). Maybe there's a new grant opening up (opportunity), but another local nonprofit is doing similar work (threat). When you lay it all out, the picture gets a lot clearer.
And here’s the part most people miss, this tool isn’t just for big strategy sessions or annual board meetings. You can use it anytime you’re launching a new marketing campaign, applying for funding, or just feeling stuck. It gives you language for what you already know and turns that into direction you can act on.
Understanding internal and external factors
When you start a SWOT analysis, you’re looking at two big categories: things inside your control (internal) and things outside of it (external). That’s how you start spotting real patterns, not just guesses or gut feelings.
Internal factors: your organization’s strengths and weaknesses
These are the things you and your team can directly influence. Your programs, your donor relationships, your staff, your technology, those all fall into this bucket. A strength might be a passionate volunteer team that always shows up, while a weakness could be a website that hasn’t been updated in two years. Be real here. Nobody’s perfect, and that’s okay.
External factors: opportunities and threats
This is the stuff happening around you. Maybe there's a growing interest in your cause (opportunity), or maybe a new policy is making funding harder to get (threat). You don’t control these things, but you can prepare for them, or take advantage when the timing is right.
Here’s the trick: Don’t overthink it. You’re not writing a grant here, you’re just making a list. Think of it like cleaning out your closet. You need to know what you have, what’s missing, and what no longer fits, so you can move forward with confidence.
How to conduct a SWOT analysis for your nonprofit
Doing a SWOT analysis doesn’t have to be a big event. You don’t need a full-day retreat or a fancy facilitator. You just need a quiet hour, a few team members, and a shared goal. Here's how to break it down, step by step.
Decide what to analyze
Start by narrowing your focus. Are you looking at your whole organization or just one area, like your donor outreach or your latest marketing campaign? It’s easier to get clear answers when you know what you’re digging into.
Ask the right questions
For each category, strengths, weaknesses, opportunities, threats, ask a few honest questions.
- What do we do really well?
- Where do we struggle?
- What’s changing around us that we could use to our advantage?
- What could hurt us if we don’t see it coming?
You don’t need to overfill each section. Even one or two good points in each area is a solid start.
Gather data and insights
Use what you already have, donor reports, event feedback, campaign results. Look at the numbers, but also listen to your gut and your people. Your staff and volunteers probably know more than any spreadsheet can tell you.
Collaborate with your team
This is where the gold is. Sit down with a small group, maybe a board member, a volunteer, someone on your staff, and compare notes. Everyone sees the organization from a different angle. That mix gives your SWOT real power.
Build the matrix
Split a page into four squares and start filling it in. Top left is strengths, top right is weaknesses, bottom left is opportunities, bottom right is threats. When you see it all laid out, the patterns start to show up fast.
Example SWOT analysis for a nonprofit organization
Sometimes it’s easier to see how this works with a real example. Let’s say you run a small nonprofit that provides after-school programs for kids. You’ve got a tight team, a growing list of supporters, and big dreams, but you’re feeling stuck on how to grow. Here’s what a basic SWOT might look like:
Looking at this, you might decide it’s time to invest in your website or boost your online presence. Maybe you’ll go after a new grant or lean into your school partnerships. The point is, it gives you a starting point. You're not just guessing anymore.
Turn your nonprofit SWOT analysis into an action plan
Now that you’ve laid everything out, it’s time to do something with it. A SWOT analysis isn’t just a checklist, it’s a launchpad. The real value comes from turning your insights into simple, clear actions.
Prioritize what matters most
Not everything on your list needs attention right away. Focus on the things that are urgent and impactful. For example, if you’re losing donors because of clunky donation forms, that’s a high-priority fix.
Pair strengths with opportunities
This is where the magic happens. Maybe you have a strong volunteer team (strength) and a new community grant is opening up (opportunity). Could those volunteers help launch a program tied to that grant? Match what you’re great at with what’s opening up around you.
Tackle the tough stuff
It’s easy to skip weaknesses and threats, but that’s where a lot of growth comes from. Let’s say your social media is falling flat. That might feel like a threat, but it’s also something you can improve. You don’t need to do it all at once. Pick one small step and go from there.
Set goals and timelines
Once you’ve picked a few priorities, write down what success looks like and when you’ll get there. Not a big plan, just something real. For example: “Update our donation page by the end of the month.” Small wins stack up fast.
And if some of those goals involve things like better donor engagement, easier tracking, or smarter campaign tools? That’s where Harness comes in. We’ve helped nonprofits turn plans into progress, and we’d love to help you, too.
Using SWOT analysis in strategic planning and fundraising
A good SWOT isn’t just a planning tool, it’s a fundraising tool too. When you know your strengths and opportunities, you can tell a clearer, more confident story to your donors. That makes your fundraising stronger and your campaigns more focused.
Let’s say your analysis shows that one of your biggest strengths is your loyal donor base. That’s gold. You can build your next marketing campaign around real stories from that community. People want to see their impact, and when you show them what they’ve built with you, they’re more likely to keep giving.
On the flip side, maybe you spot a weakness in donor retention. That tells you where to put your energy. Maybe you launch a new monthly giving option or use a tool like SmartAsk™ to help turn one-time gifts into long-term support. Small changes here can make a big difference in your cash flow.
And remember, a SWOT also helps with big-picture thinking. If your organization is growing or shifting directions, this tool helps make sure your strategic planning is grounded in what’s real, not just what sounds good on paper.
Harness tools like the Reporting Hub, donor engagement features, and Personalized Websites are built to support exactly this kind of work. So when your SWOT shows where you need to grow, we’re here to help you grow smarter.
Turning insight into impact
Every nonprofit has challenges, and every nonprofit has untapped potential. A SWOT analysis gives you the space to pause, take stock, and make smart, steady moves forward. It’s not about fixing everything overnight. It’s about knowing what matters most and putting your energy there.
Think of it like this: You’re already doing good work. A SWOT just helps you do it with more focus, more clarity, and more confidence. Whether you’re planning a new program, refining your fundraising, or figuring out what’s next for your team, this tool gives you a clear place to start.
And when you’re ready to take action, you don’t have to do it alone. Harness helps nonprofits turn ideas into progress, backed by tools, insights, and real people who care about your mission as much as you do. Let’s build something powerful together.
