icawc 2013 - the fundraising portfolio - mark cook

The Fundraising Portfolio Raising more by understanding more Mark Cook mark@movingthinking.com

The Fundraising Portfolio

? the fundraising portfolio

What are the products in my fundraising portfolio?

What should I do more or less of, or stop promoting?

What are the gaps? What should I start doing?

Juanito Bayen

what can we learn from Juan?

know your product

know your competition

know your audience

Income Mapping Universe and Opportunities

GE Matrix

better fundraising

simple techniques

Product

Competition Audience

A.

B. a word on maps

competition

Product

Audience Competition

‘Who are my competitors and how do we measure up?’

1.  Agree your core set –  Talk to your colleagues –  Cause area, location, size,

ambition, fundraising activity –  10-25 organisations

2.  Gather financial information –  3-5 years of fundraising

income and cost figures –  Growth and decline

3.  Map it!

3 steps

1.  Agree your core set 2.  Gather financial information 3.  Map it! 4.  Deeper investigation into product

and strategy

Recap

audience

Product

Competition Audience ‘What is my fundraising universe, and where are the opportunities for growth’

1.  Use external data/ research to establish your ‘fundraising universe’

–  Media buyers, creative and data agencies –  Who could/ should be supporting us?

2.  Compare this universe to your current base of supporters

–  The gaps = opportunities for growth

3.  Prioritise audiences, agree fundraising strategies and test

3 steps

1.  Use external data/ research to establish your ‘fundraising universe’

2.  Compare this universe to your current base of supporters

3.  Prioritise your audiences, agree fundraising strategies and test

Recap

product

Competition Audience

‘What are my products are where should we focus our energy?’

Product

A

B

D

C

Product Strength 0 9

0

9 M

arke

t Att

ract

iven

ess

GE Matrix

Multiple criteria Score Evidence

A

B

D

C

Product Strength 0 9

0

9 M

arke

t Att

ract

iven

ess

GE Matrix

Creating a GE Matrix: 1. Identify your products

–  What ways of supporting do we offer?

2. Agree your criteria for measuring them –  What makes a product strong for us? –  What makes a market attractive for us?

5 steps

Product Strength Market Attractiveness

Market Size

Market Growth

Competitive Intensity

Market Longevity

Opportunity to Differentiate

Market Value

Accessibility

Legislative Restrictions

On Trend

Strength of Distribution Channels

Innovativeness

Brand Alignment

Net Income

Gross Income

Cost Life Time Value

Risk

Resource/ Effort Intensive

What’s most important for your organisation?

Criteria for scoring products

Creating a GE Matrix: 1. Identify your products

–  What ways of supporting do we offer?

2. Agree your criteria for measuring them –  What makes a product strong for us? –  What makes a market attractive for us?

3. Weight your criteria according to importance

4. Score your products against your criteria –  1-9

5. Act on it - refine your fundraising!

5 steps

Income Mapping Universe and Opportunities

GE Matrix

better fundraising

Product

Competition Audience

‘What can I do to increase my insight in these

three areas?’

Guess less +

Know more =

Raise more €

thank you.

mark@ .com