Just asking: How and why Northwestern University established a system of fundraiser accountability metrics

Abstract

In 2011 Northwestern University (NU) began to implement a system of fundraiser accountability metrics in response to the launch of its US$3.75bn campaign. Within three years, the establishment of this system catalysed a cultural change within the university’s development office. Emphasis moved away from visit and contact activity and towards solicitations, under the philosophy that focusing officers’ energies on making major gift asks was the most effective way of ensuring major gift commitments and dollars raised, and therefore campaign success. NU’s officers exhibited less territoriality and had a more energised approach to portfolio management. Senior leadership had access to concrete data about organisational and individual progress towards campaign goals, and NU’s development office set internal records for the number and amount of major gifts raised.