Building a better portfolio: A systematic strategic approach to optimisation and qualification

Hawken Brackett, Nick Foster and Jenny Wells Pyle
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Hawken Brackett: Executive Director of Strategic Engagement, Office of Development, The University of Alabama, USA
Nick Foster: Executive Director of Colleges & Schools, Office of Development, The University of Alabama, USA
Jenny Wells Pyle: Director of Development, College of Communication & Information Sciences, The University of Alabama, USA

Journal of Education Advancement & Marketing, 2020, vol. 5, issue 3, 243-256

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2020:v:5:i:3:p:243-256

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