Charity product model canvas – iteration 5

Charity opportunity canvas
Charity canvas – iteration 5

About the canvas

This version includes quite a lot more than iteration 4.

Strategic goal

Show how this opportunity fits with the organisations strategy. If it isn’t clear to everyone how this opportunity contributes to those goals then it should prompt the question of whether to continue to explore the opportunity.

Project name

So everyone knows which project this canvas is about.

Project team

Those working on the project should be the ones using the canvas.

Others involved

Opportunity type

Is this a new opportunity for the charity or are we replacing/improving on an existing one? Is it about income generation or service delivery or something else?

Delivery method

This might be a bit specific, but if you have different delivery methods (and you should) then it’s useful for reminding the team how they are approaching this project.


When the canvas was last updated.


Put the people you are trying to help in the centre. Be as specific as you can. “Everyone” is not the user.


What problems are those people facing that you are going to try to solve?


What barriers prevent people from solving this problem, or from accessing other solutions? There could be a bit of market analysis here to understand other solutions.


How will you solve the problems people are facing?


What will people be able to do if they are using your solution that they can’t do without it? How will life be improved for them?


How are people going to find your solution?


How are you going to keep people using the solution?


How are you going to solve the problem in a way that means your solution becomes redundant?


Why should this organisation be tackling this problem? Should be thought about from legitimacy and marketing point-of-view rather then philosophically. If your organisation doesn’t already have a natural fit to the opportunity or problem then it’ll be much harder to get traction for your solution.


Simple logistics question. Will the solution be in-person, over the phone, on a website, etc.


How are you going to get feedback from users on your solution and iterate to keep meeting their needs.

Cost to build & cost to maintain

How much is the solution going to cost? Helps with planning budgets and knowing if the solution is viable.

Resources to build and resources to maintain

What things need to be in place to make the solution feasible? Does it need a CRM or email service provider, or buildings, etc., etc.

Launch metrics and ongoing metrics

How will you measure whether the solution is achieving the outcomes you defined?

Using the canvas

Start in the middle with the users.

Fill the canvas organically, not as a linear sequence. Add to each of the boxes, and as that makes you think of other things in other boxes, add them to.

Think about how you might show which things on the canvas are proven and which are assumptions (which shows you where you need to work on validating things).

Little tip – if you can’t fit everything in the boxes then you’re probably trying to tackle too big a problem. Focus.