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Published on Apr 7, 2016
Bernard Ross, Director of The Management Centre (http://www.managementcentre.co.uk/) explains how to use Ansoff’s Matrix - a tool to help you make choices between four different strategic directions. It shows you that to generate those four choices you have to balance existing and new activities or approaches and existing or new donors or service users. You can use the model to explore fundraising or programmatic activities. The rationale for your choice involves the 5Cs.
This video is designed to complement Challenge 2 of the Strategy Workout book (Pearson 2016) by Bernard Ross & Clare Segal. Both authors are Directors at the Management Centre (=mc), a consultancy and training provider for ethically-driven organisations such as charities, non-profits, NGOs etc.