Thanks for your question. I assume from your question that you are at step 2 i.e. trying to identify whether your NGO has a “competitive advantage” in its marketing/fundraising function (you use the “need” which may not be the right word). Your marketing department can provide you with a competitive advantage by giving you a cost advantage or product differentiation.

1. Does your marketing department give you a cost advantage? Can you reach more people/customers/donors at the same or lower cost than other comparable NGOs?
2. Does your marketing department give you product differentiation? Does your branding, sales, and promotion distinguish your offering from that of other NGOs?

I’m no expert on where to get benchmarking data, I know Mercer provides this kind of information (http://www.mercer.com/).

Does that help?

Cheers,
Tom

Im trying to find a typical NGO value chain in order to benchmarch the NGO i work for with a standard one… i.e: i need to confirm through the value chain that the marketing/fundraising department/function is a need! Any idea where i can get this resource from?

Thanks
Marianne

After understanding and reviewing potters forces and value chain flow let us suppose that an organization has decided to carry on a specific strategy. Can u bring out any models umm u know like..how to go on if the strategy adopted is an agressive one,or if strategy is to just extend its product life time in the market,, things like that