By Diana Barnes
This is the age of the major gift officer, or MGO. With decreasing state support and skyrocketing costs, universities have never depended more on their MGOs' abilities to bring in big gifts. And the intense demand for their skills have impacted the market. There has been a dramatic increase in average MGO salary and expected performance. Yet MGO performance management has not kept pace with the rapid evolution in performance expectations.
In the survey we conducted last year of 1,200 MGOs, we discovered that over a third spend 60% or less of their time fundraising. Although there are definitely some non-frontline responsibilities that are appropriate for fundraisers, their skillsets are simply too valuable to have them picking out napkin colors.
But with all the competing priorities at a modern advancement shop, how is a modern MGO to know how to prioritize their time?
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