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ICAWC 2013 - The Fundraising Portfolio - Mark Cook
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ICAWC 2013 - The Fundraising Portfolio - Mark Cook

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

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

Published in Marketing , News & Politics
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Transcript

  • 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
  • 5. what can we learn from Juan?
  • 6. know your know your competition audience know your product
  • 7. simple techniques Audience Competition Income Mapping better fundraising GE Matrix Product Universe and Opportunities
  • 8. a word on maps A. B.
  • 9. competition
  • 10. Audience Competition ‘Who are my competitors and how do we measure up?’ Product
  • 11. 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!
  • 12. Recap 1.  Agree your core set 2.  Gather financial information 3.  Map it! 4.  Deeper investigation into product and strategy
  • 13. audience
  • 14. Competition Audience ‘What is my fundraising universe, and where are the opportunities for growth’ Product
  • 15. 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
  • 16. 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
  • 17. product
  • 18. Competition Audience ‘What are my products are where should we focus our energy?’ Product
  • 19. GE Matrix 9 D Market Attractiveness A Multiple criteria Score Evidence B C 0 0 Product Strength 9
  • 20. GE Matrix 9 D Market Attractiveness A B C 0 0 Product Strength 9
  • 21. 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?
  • 22. 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?
  • 23. 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!
  • 24. Audience Competition Income Mapping better fundraising GE Matrix Product Universe and Opportunities ‘What can I do to increase my insight in these three areas?’
  • 25. Guess less + Know more = Raise more €
  • 26. thank you. mark@ .com