SWOT ANALYSIS

Strong charitable cause, one of a few organizations that specifically combats preventable blindness in India
Has an established ".org" website that uses photos and videos to highlight experiences while making the "Learn & Give" buttons accessible
98% of Jiti Foundation donations go directly to support its programs, with the remaining 2% covering operating expenses
Eye clinics are staffed with young underserved women in those communities; women can tell transformative stories caused by Jiti Foundation
Organic search: Website #1 on Google, Twitter #2

Muddled brand message between preventable blindness, women’s empowerment and transforming lives
Lacking strong selection of keywords to optimize SEO/SEM, including misspellings
Limiting social media presence; almost no followers/engagement across all platforms
Zero meta keywords that that pertain to the site's content
Not monitored by Google Analytics; no data on website traffic, user demographics, page popularity, etc.

Expand target market to millennial women age 25-39 and professional Indian expatriates age >45 years, residing permanently in North Carolina
Grow and emphasize Jiti Foundation’s “Women Empowerment” brand as main message to capture target market
Inspire cause loyalty among donors through personal stories and clear transparency
Expand social media presence by posting regularly and create segmented paid posts on social media
Email campaigns targeted towards people who visit the website, including those who donate and those who don’t
Grow # of external links to website through earned and paid media

Strong competitors
Potential misunderstanding of the organization’s mission
Donor apathy and a mistrust of nonprofit organisations and their operations are widespread
Space is dominated by a large number of “disconnected” donors who donate out of guilt or due to personal relationships rather than a personal connection to the cause
Most social is done through Miracles in Sight so that could create confusion around brand identity

strengths