Enhancing fundraising performance through pipeline-based goal setting

Katie Harrell
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Katie Harrell: Senior Director of Performance Management Operations, Office of the Vice Chancellor for Institutional Advancement, University of Illinois at Urbana-Champaign, USA

Journal of Education Advancement & Marketing, 2022, vol. 7, issue 3, 224-235

Abstract: Like many large, decentralised organisations, University of Illinois at Urbana-Champaign historically used matrices or manager discretion when setting goals for fundraisers, resulting in a spectrum of performance standards. Acknowledging the importance of portfolio health to a fundraiser's success, Illinois launched the Stoplight system, a pipeline-based approach to setting goals that combines a discounting algorithm (science) with fundraiser knowledge about each solicitation (art) to arrive at aspirational, yet achievable goals. Pipeline-based goal setting at Illinois resulted in improved fundraiser confidence, more ambitious dollar targets, and increased closures from pipeline, even among pandemic disruptions.

Keywords: fundraising performance; pipeline development; metrics; systematic fundraising; data-driven pipeline discounting; fundraising projections/italic (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2022:v:7:i:3:p:224-235

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