Challenge. The strategic marketing director at International Humanitarian Aid Non-Profit Organization wanted to understand why a couple products in his portfolio were underperforming with respect to funding.
Approach. I performed an assessment of these products which included a review of their revenues, interviews of key operations and field personnel, and reviews of donor engagement processes and payment options, among other elements. Some key areas of concern were the exclusionary nature of the annual commitment requirement, incongruity between the donors’ immediate expectations and the long-term investment design of the programs, and the lack of compelling content in the products’ marketing materials. I summarized and presented my findings and recommendations to the strategic marketing director.
Results. The strategic marketing director received a better understanding of the operating models of his products and deeper insight into the specific reasons for their underperformance. With this insight, he now had the basis from which he could develop a strategy to improve the situation.