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This is part of a case series. This case is used to address the issue of developing strategy in an organisation. Given that the organisation is a charity which relies on a large number of volunteers to function, it also provides the opportunity to discuss strategy in the context of not-for-profit organisations. Part (A) of the case presents the background to the Samaritans and their recent (unsuccessful) experience of trying to develop an effective strategy. Part (A) presents three strategic options which the strategy development team are considering.