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Enhancing fundraising performance through pipeline-based goal setting

Author

Listed:
  • Harrell, Katie

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

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.

Suggested Citation

  • Harrell, Katie, 2022. "Enhancing fundraising performance through pipeline-based goal setting," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 7(3), pages 224-235, December.
    • Handle: RePEc:aza:jeam00:y:2022:v:7:i:3:p:224-235
    as

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    More about this item

    Keywords

    fundraising performance; pipeline development; metrics; systematic fundraising; data-driven pipeline discounting; fundraising projections/italic;
    All these keywords.

    JEL classification:

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

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