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From pipeline audit to e-survey: A case study in research-driven prospect prioritisation and qualification
Journal of Education Advancement & Marketing,
5
(2),
111-125
(2020)
Abstract
In the final stages of a CAD$300m capital campaign, the Prospect Research and Management team at Carleton University collaborated with Development Officers to restructure prospect pipelines to be more active and dynamic through a comprehensive pipeline review. The team also piloted an E-Survey project to expedite prospect qualification. This paper discusses the planning and execution of both projects, approaches taken to prioritise and optimise prospect portfolios and changes made to the prospect-qualification process to increase efficiency and help the major gifts team focus on the best prospects. The objectives of this paper are to analyse: how to plan and conduct a comprehensive pipeline audit; how to use E-Survey to expedite prospect qualification and how to build partnerships with Development Officers through data-driven research.
Keywords: prospect pipeline; E-Survey; qualification; audit
The full article is available to subscribers to the journal.
Author's Biography
Lisa Bullock has more than a decade of experience in the postsecondary advancement sector as well as several years in university research administration, where she was responsible for the preparation and submission of faculty prizes and awards applications. She holds a BA from the University of Windsor and an MA from the University of Southampton. She has served as a CCAE Prix d’Excellence judge and as a mentor with the Association of Professional Researchers for Advancement (APRA) Canada. She is currently completing a second MA in History, during which her work on the history of lacrosse played at Lansdowne Park was selected as the inaugural unveiling of the Capital History Kiosk project, a joint effort with Prof. David Dean’s graduate seminar on museums, national identity and public memory and the City of Ottawa’s 2017 national 150th celebrations
Mingxia Liu is approaching her 20th year in prospect research. She is currently the Manager, Prospect Research and Management at Carleton University. Prior to joining Carleton in 2013, she was the Manager, Advancement Research and Records at Ryerson University. In these roles, she has led teams to provide prospect research, pipeline development and information management support for the institutions’ fundraising campaigns, which raised over CAD$500 million for capital projects, research, scholarships and bursaries. Mingxia has been a long-time member of APRA and APRA Canada and has served on Metasoft Systems’ Client Advisory Board. She holds a BA and MA from Shandong University and a Master’s in Library and Information Science from Western University.
Betsy Schuurman is a prospect research professional who began her career at the University of Maryland, Baltimore. Since moving to Canada, Betsy has worked with Ashbury College on their Opening Doors capital campaign and as a fundraising and prospect research consultant. Betsy joined the research team at Carleton University in 2017. As a volunteer with a strong interest in community engagement, Betsy devotes her time to a number of causes, including Carty House, a home for refugee women in Ottawa, and Prime Ministers’ Row, a new initiative to transform historic Laurier Avenue East into a vibrant street museum. A member of APRA Canada and the Association of Fundraising Professionals (AFP), Ottawa, Betsy is currently pursuing her Certified Fund Raising Executive (CFRE) accreditation.
