This document provides guidance on conducting a SWOT analysis for World Vision advocacy campaigns. It explains that a SWOT analysis identifies internal strengths and weaknesses as well as external opportunities and threats. It lists questions to consider for each category such as an organization's advantages, expertise, areas for improvement, potential opportunities from trends or events, and obstacles or threats from opponents, policies or funding issues. Conducting a SWOT analysis will help identify actions needed and problems in context. It can also be applied to analyzing opponents.