icawc 2013 - the fundraising portfolio - mark cook
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ICAWC 2013, Barcelona, Spain - Mark Cook's presentation on The Fundraising PortfolioTRANSCRIPT
The Fundraising Portfolio Raising more by understanding more Mark Cook [email protected]
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