2. A PPLYING P ORTFOLIO A NALYSIS S TRATEGIES AT A NY O RGANIZATION Janna Holm Associate Director, Relationship Management Johns Hopkins Institutions

3. W HY D O P ORTFOLIO A NALYSIS ? 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

4. G ETTING S TARTED Pull some data and see what surprises you! Test assumptions Get feedback Start small! Expand and refine over time

5. T HE K EY Q UESTIONS TO C ONSIDER What data can you access? What is important to your organization? What do you have the time/resources to tackle?

6. T HE B UILDING B LOCKS Size Value Balance Composition Penetration Segmentation

7. 1. SIZE

8. Q UESTIONS T O A NSWER 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?

9. W HAT D ATA D O Y OU N EED ? The number of prospects managed by each gift officer

10. Highlight portfolios that are too large Use conditional formatting Or, determine a recommended size for each gift officer

11. T HINGS TO C ONSIDER 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?

12. 1. SIZE 2. VALUE

13. Q UESTIONS TO A NSWER 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?

14. W HAT D ATA D O Y OU N EED ? Capacity ratings for each managed prospect

15. T HINGS TO C ONSIDER 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?

16. 1. SIZE 2. VALUE 3. BALANCE

17. Q UESTIONS T O A NSWER 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?

18. W HAT D ATA D O Y OU N EED ? Gift Officer Assignment Type Prospect Type Prospect Status Planned Ask Timeframe Etc.

19. T HINGS TO C ONSIDER 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?

20. 1. SIZE 2. VALUE 3. BALANCE 4. COMPOSITION

21. Q UESTIONS T O A NSWER 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?

22. W HAT D ATA D O Y OU N EED ? Capacity ratings Some form of Inclination, Engagement, Likelihood, RFM, etc.

26. T HINGS TO C ONSIDER 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?

27. 1. SIZE 2. VALUE 3. BALANCE 4. COMPOSITION 5. PENETRATION

28. Q UESTIONS T O A NSWER What percentage of prospects are being touched? What percentage are being visited? Is this gift officer doing the actions/visits or is someone else?

29. W HAT D ATA D O Y OU N EED ? Number and type of contacts with the prospect Who completed those contacts

30. T HINGS TO C ONSIDER 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?

31. 1. SIZE 2. VALUE 3. BALANCE 4. COMPOSITION 5. PENETRATION 6. SEGMENTATION

32. Q UESTIONS T O A NSWER How do the gift officer’s assignments break down by: School Class year Major Geography Interest area Etc.

33. W HAT D ATA D O Y OU N EED ? Any field that denotes which pool the prospect falls into (i.e. class year, location, major, etc.)

35. T HINGS TO C ONSIDER 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?

36. P UTTING IT A LL T OGETHER Determine your trends and patterns Make recommendations Always present information in a positive light Support improvement, don’t police activity

37. E XPANDING T HIS W ORK Annual Giving Corporations/Foundations Planned Giving Data visualization Coordination with Research

38. S PEEDING U P THE P ROCESS Pivot Tables Conditional Formatting SUMIF and COUNTIF statements Templates Macros

39. T HANK Y OU ! Janna Holm 410-516-6565 jholm5@jhu.edu LinkedIn Twitter: @jkholm@jkholm