ICAWC 2013, Barcelona, Spain - Mark Cook's presentation on The Fundraising Portfolio

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

2. ?
The Fundraising
Portfolio
ising portfolio
the fundra

3. 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?

4. Juanito
Bayen

6. what can we
learn from Juan?

7. know your know your
competition audience
know your
product

8. simple techniques
Audience
Competition
Income Mapping
better
fundraising
GE Matrix
Product
Universe and
Opportunities

9. a word on
maps
A.
B.

10. competition

11. Audience
Competition
‘Who are my
competitors and
how do we
measure up?’
Product

12. 3 steps
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!

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

15. audience

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

18. 3 steps
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
–
3.
The gaps = opportunities for growth
Prioritise audiences, agree fundraising
strategies and test

20. Recap
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

21. product

22. Competition
Audience
‘What are my
products are where
should we focus
our energy?’
Product

24. GE Matrix
9
D
Market Attractiveness
A
Multiple criteria
Score
Evidence
B
C
0
0
Product Strength
9

25. GE Matrix
9
D
Market Attractiveness
A
B
C
0
0
Product Strength
9

26. 5 steps
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?

27. Criteria for scoring products
Market Value
Competitive Intensity
Market Longevity
Market Size
Market Attractiveness
Opportunity to Differentiate
Strength of Distribution Channels
Brand Alignment
Life Time Value
Innovativeness
Product Strength
Market Growth
On Trend
Gross Income
Accessibility
Legislative Restrictions
Cost
Risk
Resource/ Effort Intensive
Net Income
What’s most important for
your organisation?

28. 5 steps
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!

30. Audience
Competition
Income Mapping
better
fundraising
GE Matrix
Product
Universe and
Opportunities
‘What can I do
to increase my
insight in these
three areas?’

31. Guess less
+
Know more
=
Raise more €

32. thank you.
mark@
.com