Caritas SWOT

For a group project for my PR programming class, my group is coming up with a PR campaign for the local Waco non-profit, Caritas. Caritas' mission, services, history and vision are highlighted in the image above. Through research, we discovered some of Caritas' strengths, weaknesses, opportunities and threats.

When we met with the Executive Director of Caritas, Buddy Edwards, he wanted us to specifically focus on the weakness of local churches not being aware of what Caritas has to offer. We want to try and help Caritas create long-term relationships with local congregations. Caritas wants church congregations, regardless of the denomination, to get involved as volunteers and potential donors.

Another weakness is Caritas' twitter account. The non-profits only tweets are the posts that are directly linked to the Facebook page so usually there are too many characters for a tweet. We could help Caritas by coming up with original tweets. The third weakness is Caritas' slogan, "because hunger hurts," does not encompass everything the organization provides such as clothing, household items, social services and travel. Our group could help come up with a new slogan for the organization that better describes its services.

Some of Caritas' strengths are the variety of services the organization provides, its admired reputation and networking in the community,  its positive customer service and good use of social media (especially Facebook). Some opportunities for the non-profit are the large number of Waco families in need of assistance, and the potential to built community trust and relationships with local church congregations. Lastly, some threats to the organization are a lack of fundraising, donations and  awareness. A final threat is competition with other local charities.