From pipeline audit to e-survey: A case study in research-driven prospect prioritisation and qualification

Lisa Bullock, Mingxia Liu and Betsy Schuurman
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Lisa Bullock: Research Officer, Carleton University, Canada
Mingxia Liu: Manager, Prospect Research and Management, Carleton University, Canada
Betsy Schuurman: Research Officer, Carleton University, Canada

Journal of Education Advancement & Marketing, 2020, vol. 5, issue 2, 111-125

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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