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Building a better portfolio: A systematic strategic approach to optimisation and qualification
Journal of Education Advancement & Marketing,
5
(3),
243-256
(2020)
Abstract
This paper is grounded in a case study of the recent efforts and successes at the University of Alabama to establish a new standard of systematic strategic fundraising for the university. Specifically, the authors focus on the collaborative role they played to bridge the gap between the Office of Development and Office of Advancement Services. This commitment to collaboration was a foundational element of building and testing a new approach for optimising Major Gift Officer portfolios, prioritising the best prospects for qualification efforts, and qualifying those prioritised prospects in a systematic and strategic manner. The tools and talent necessary to be successful are discussed, as they informed the why and the how of the novel approach.
Keywords: portfolio optimisation; prospect prioritisation; systematic fundraising; qualification of prospects; fundraising tools and talent; collaborative fundraising
The full article is available to subscribers to the journal.
Author's Biography
Hawken Brackett is the Executive Director of Strategic Engagement within the Office of Development at the University of Alabama. He provides strategic leadership for the University’s Annual Giving programme and the Parent & Family Philanthropy programme; he designs strategic approaches to enhance fundraising programmes that will increase philanthropic support to the University. He served as the Director of Prospect Management when the approach outlined in this paper was developed. Hawken earned his PhD from the University of Alabama, his master’s from Clemson University and his bachelor’s degree from Mississippi State University. Prior to working in Advancement, he worked in various student life and student services roles at Clemson University and the University of Alabama. Those prior experiences shaped his understanding of the transformative impact that higher education philanthropy can have for college students.
Nick Foster is the Executive Director of Colleges & Schools within the Office of Development at the University of Alabama. He provides strategic leadership and direction to the fundraising efforts of six of the University’s colleges and schools. After earning a bachelor’s degree from the University of Wolverhampton in England, Nick went to work in the music industry. Nick first worked in the nonprofit sector after moving to the United States. He has held previous roles at a school serving children with development disabilities, the University of Southern Mississippi and the University of Virginia. Nick believes that philanthropic investments in teaching, research and service enhance the wellbeing of humankind throughout the world.
Jenny Wells Pyle is the Director of Development within the College of Communication & Information Sciences at the University of Alabama. She reports dually to the College’s Dean and the Executive Director of Colleges & Schools. Jenny serves as the frontline Major Gift Officer for the college and a key collaborator on external relations and annual giving for the college. Jenny earned her master’s and bachelor’s from the University of Alabama. Prior to working in higher education development, Jenny worked in sales for a regional bank and then as the Producing Director for a nonprofit theatre before returning to the higher education environment as development staff at Western Kentucky University. Development combines her prior experience with her passion for finding support to provide students every educational opportunity possible — in and beyond the classroom.
