Traditional approaches to fundraising management are not meeting new challenges in higher education, according to a recent survey. Those approaches also fail to address increased demands on advancement professionals to be more productive.

Major and planned giving has emerged as significantly more important to higher education success, especially as institutions’ fundraising goals increase, according to Key Challenges Reported by Major and Planned Giving Professionals, a report from higher-ed fundraising and enrollment products and services provider Ruffalo Noel Levitz.

The study is informed by a survey and follow up interviews administered this spring to 270 gift officers exploring factors including portfolio size and annual prospective donor visits, common performance metrics and sentiments around wealth and propensity ratings.

(Next page: Five challenges and three recommendations for fundraising management)

About the Author:

Laura Ascione

Laura Ascione is the Managing Editor, Content Services at eSchool Media. She is a graduate of the University of Maryland's prestigious Philip Merrill College of Journalism. Find Laura on Twitter: @eSN_Laura

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