Strategic Planning for Compassion International

Strategic Planning for Compassion International


Strategic planning is it or the direction process by which an organization defines its strategy or direction and goals it aims to achieve after a specific period. It involves drawing a detailed plan of how an organization will allocate and utilize its resources to meet the set goals. The primary purpose of strategic planning for any department or organization is to set goals and provide means of achieving them (Bryson, 2018). It gives an organization or department sense of direction, leading to effectiveness and efficiency in resource utilization. For this assignment, I will explore strategic plan development for Compassion international, department of global marketing and engagement.

Compassion International is a non-governmental organization that pairs compassion with people who are suffering from poverty, specializing in child advocacy.  The purpose of the organization is to release children from all sorts of poverty including economic, physical and social poverty. In this way, the organization helps children grow into responsible and fulfilled adults. The organization was formed in 1952 in South Korea by An evangelist Rev.Swanson to help a group of 35 orphaned children who were suffering from poverty, following the aftermath of Korean conflict (Anderson, 2012). The organization has six departments including human resources, the office of CFO, Global  marketing and Engagement, global programme, Global, and General Counsel Office. Of these departments, a strategic plan will be developed and implemented in the department of Global Marketing and Engagement.

Global Marketing and Engagement is one of the essential departments in Compassion departments that are core to its survival. Generally, this department is responsible for building and managing the brand for Compassion international to attract and engage sponsors as well as maintaining a positive organization’s image in the corporate world. This department is specifically mandated with engaging and soliciting donations from donors through positive persuasion, marketing the organisations products and services, managing the products and developing new ones, market analysis at international levels to determine changes in consumption, demand and supply of products and services, leading company’s relationship with various stakeholders as well as maintaining and assessing need for diversification and expansion to new localities (Steiner, 2010). .Since this department has mandates that have a direct influence not only on development but also the existence of the organization, it’s essential that it must have clearly defined goals and ways of achieving them. Strategic planning is fundamental for this department as it will help into increased donations, improved product, and services delivery, the growth of the organization as well as expansion to more new areas hence helping and improving lives of more children.

One of the challenges that are likely to be faced in the strategic planning process is getting all group heads on board. This this is a large department with seven groups which every has its own goals, getting all groups on boards and aligning them to the same direction may be a challenge. Planning process requires a substantial amount of funding; hence inadequate resources may be a limiting factor.


Strategic planning is fundamental in organization or departments effective performance. Developing an effective strategic plan for Marketing and Engagement department will give it a sense of direction, increase its productivity and efficiency in resource utilization. This will lead to increased service delivery and production in the whole organization.




Anderson, P. F. (2012). Marketing, strategic planning and the theory of the firm. Journal of marketing46(2), 15-26.

Bryson, J. M. (2018). Strategic planning for public and nonprofit organizations: A guide to strengthening and sustaining organizational achievement. John Wiley & Sons.

Christian Employment – Global Marketing & Engagement – Compassion International. (n.d.).Retrieved from

Steiner, G. A. (2010). Strategic planning. Simon and Schuster.