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

Author

Listed:
  • Bullock, Lisa

    (Research Officer, Carleton University, Canada)

  • Liu, Mingxia

    (Manager, Prospect Research and Management, Carleton University, Canada)

  • Schuurman, Betsy

    (Research Officer, Carleton University, Canada)

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.

Suggested Citation

  • Bullock, Lisa & Liu, Mingxia & Schuurman, Betsy, 2020. "From pipeline audit to e-survey: A case study in research-driven prospect prioritisation and qualification," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 5(2), pages 111-125, September.
    • Handle: RePEc:aza:jeam00:y:2020:v:5:i:2:p:111-125
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    More about this item

    Keywords

    prospect pipeline; E-Survey; qualification; audit;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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