Transcript Applying Portfolio Analysis Strategies at Any Organization

APPLYING PORTFOLIO
ANALYSIS STRATEGIES
AT ANY ORGANIZATION
Janna Holm
Associate Director, Relationship Management
Johns Hopkins Institutions
WHY DO PORTFOLIO ANALYSIS?

Support or drive decisions

Review the big picture and the little details

Discover efficiencies

Make sure no prospects slip through the cracks

Keep portfolios up-to-date
GETTING STARTED

Pull some data and see what surprises you!

Test assumptions

Get feedback
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Start small!

Expand and refine over time
THE KEY QUESTIONS TO CONSIDER
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What data can you access?

What is important to your organization?

What do you have the time/resources to tackle?
THE BUILDING BLOCKS

Size

Composition

Value

Penetration
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Balance

Segmentation
1. SIZE
QUESTIONS TO ANSWER

Is this portfolio at a reasonable size for your
organization’s standards?

Is this portfolio at a reasonable size for industry
standards?

Is this portfolio the right size for this particular gift
officer?
WHAT DATA DO YOU NEED?

The number of prospects managed by each gift
officer
Highlight portfolios that are too large
Use conditional formatting
Or, determine a recommended size for each gift officer
THINGS TO CONSIDER

What is the organization’s policy on portfolio size?

Should recommendations differ based on:


Annual gift vs major gift prospects?

Individuals vs corporations/foundations?

Gift officer tenure/job title/responsibilities?
Does any gift officer warrant an exception to your
standards? Permanently or temporarily?
1. SIZE
2. VALUE
QUESTIONS TO ANSWER

What is the overall capacity in this portfolio?

What is the average capacity per prospect?

Is this gift officer’s portfolio valued high enough
that he/she will be successful in meeting his/her
fundraising goals?
WHAT DATA DO YOU NEED?

Capacity ratings for each managed prospect
THINGS TO CONSIDER

Count all prospects, or only those qualified?

What capacity rating to use?

Is there a particular threshold that gift officers
should be meeting for average value?

How do values compare to goals?

How do values compare against peers?
1. SIZE
2. VALUE
3. BALANCE
QUESTIONS TO ANSWER

How many managed prospects are for major gifts vs.
annual gifts?

How many primary and secondary assignments does
the gift officer have?

How many prospects are being asked this year
compared to those that are being stewarded or those
that will be asked in the future?
WHAT DATA DO YOU NEED?

Gift Officer Assignment Type

Prospect Type

Prospect Status
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Planned Ask Timeframe

Etc.
THINGS TO CONSIDER

Does your organization have standards around
how many major and annual gift prospects a gift
officer should manage?

What should the balance look like between
primary and secondary assignments? Does that
change based on role or department?
1. SIZE
2. VALUE
3. BALANCE
4. COMPOSITION
QUESTIONS TO ANSWER

Does this gift officer have enough “high priority”
prospects?

Is this gift officer carrying too much dead weight?

What percentage of this gift officer’s prospects
are in discovery?
WHAT DATA DO YOU NEED?

Capacity ratings

Some form of Inclination, Engagement,
Likelihood, RFM, etc.
THINGS TO CONSIDER

What ratings should you use?

How are you designating high and low priority?

Where are the cut-offs for color segments? Are
those cut-offs different for different people?
1. SIZE
2. VALUE
3. BALANCE
4. COMPOSITION
5. PENETRATION
QUESTIONS TO ANSWER

What percentage of prospects are being touched?

What percentage are being visited?

Is this gift officer doing the actions/visits or is
someone else?
WHAT DATA DO YOU NEED?

Number and type of contacts with the prospect
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Who completed those contacts
THINGS TO CONSIDER

Is there an expected number of contacts/visits?

Does that differ based on gift officer role or
tenure?

Does that differ based on giving level (mandatory
stewardship, giving clubs, etc.)?

How do contacts and visits compare against
goals?
1. SIZE
2. VALUE
3. BALANCE
4. COMPOSITION
5. PENETRATION
6. SEGMENTATION
QUESTIONS TO ANSWER

How do the gift officer’s assignments break down
by:

School

Class year

Major

Geography

Interest area
WHAT DATA DO YOU NEED?

Any field that denotes which pool the prospect
falls into (i.e. class year, location, major, etc.)
THINGS TO CONSIDER

What are the needs of the department?

How can segmentation support travel planning,
event planning, etc.?

How can segmentation support resource
recommendations or prospect allocation?
PUTTING IT ALL
TOGETHER
•
Determine your trends and patterns
•
Make recommendations
•
Always present information in a positive
light
•
Support improvement, don’t police activity
EXPANDING THIS WORK
•
Annual Giving
•
Corporations/Foundations
•
Planned Giving
•
Data visualization
•
Coordination with Research
SPEEDING UP THE
PROCESS
•
Pivot Tables
•
Conditional Formatting
•
SUMIF and COUNTIF statements
•
Templates
•
Macros
THANK YOU!
Janna Holm
410-516-6565
[email protected]
LinkedIn
Twitter: @jkholm