Ever feel like your prospect pipeline is stuck in traffic?
Bethany Morley, Director of Prospect Strategy and Research at West Chester University Foundation, knows the feeling—and she did something about it. In this episode of ChatBytes, Bethany shares how her team took a hard look at stagnating portfolios, slow movement through the pipeline, and an overload of “identified” prospects who never made it to qualification.
Her response? Implement a clear and accountable 90-day rule for identification. Either a prospect is qualified, disqualified, or reassigned—and everyone is held to the same standard. Bethany built in grace and structure, making sure staff had time to clean up old lists and space in their portfolio to welcome new, high-potential names.
One of the most compelling outcomes? A $1.5 million planned gift that might have slipped through the cracks if not for the new system. A long-time annual donor who raised his hand just as a major gift officer was transitioning out didn’t get lost. Thanks to strategic coding and engagement workflows, when the new MGO came on board, she had a clean list, strong signals, and a great story. Within two weeks, that donor had signed on the dotted line.
Bethany’s story is full of practical advice and real-world experience. A former frontline fundraiser herself, she gets what MGOs need—and how prospect development can support them with tools that make a difference.
This goes to show that you don’t have to overhaul everything. Start with one piece—like identification—and bring clarity, consistency, and collaboration into focus. You’ll be amazed what kind of gifts follow.
Listen to full episode here: