International Strategy in Action

The first two market launches have taken place, and both are proving successful. The organisation has been particularly successful at harnessing movement-building to build its profile and to develop a warm prospect list for fundraising.

It also has been “fleet of foot.” Having researched, modelled and planned as much as it could, the organisation recognised that only a live test would give it the reality of the market. The quality of its preparation meant that it was right about the “ballpark,” but the details of how to translate successful fundraising programmes in other markets to this new market took some trial and error. Its experienced fundraising manager was crucial in markets where agency expertise was limited, so it actually was able to push the fundraising boundaries.