302: Forecasting

Recorded On: 07/21/2020


One of the first—and most critical—steps in any fundraising effort is forecasting potential results. Doing so empowers advancement teams to establish priorities, set realistic goals, and develop appropriate budgets and staffing plans. This is true for all types of fundraising initiatives—from comprehensive campaigns and capital projects, to annual giving efforts such as direct appeals, giving days, or crowdfunding. And while predicting outcomes is always useful, it’s especially important during unusual times when standard sources of revenue may be less certain.

Register now to learn how to successfully forecast fundraising results for the months and years ahead.

This webinar is eligible for 1.25 points of CFRE credit.


  • Tips for understanding basic terminologies and techniques used in forecasting
  • Guidelines for assessing internal factors like past performance, resources, and donor prospect pools as a way to gauge program potential
  • Tactics for taking external factors into account, such as the economy, the political climate, and the attitudes and perceptions of the institution’s constituents and donors
  • Methods for determining timelines, quantifying predictions, and communicating forecasts to program managers and institutional leaders
  • Examples from other institutions, and more!

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John Gough

Senior Executive Director for Advancement Data Operations and Strategy, University of Texas at Austin

John Gough is the Senior Executive Director for Advancement Data Operations and Strategy at The University of Texas at Austin, where he oversees the gift processing, data quality, and reporting & analytics teams. Previously, he held Data Analytics positions in Institutional Advancement at the University of Illinois at Urbana-Champaign. He has also served as an adjunct lecturer at UIUC’s School of Information Sciences and as a visiting lecturer to UT Austin’s Department of Economics. John holds an MS in Library and Information Science, Data Curation from UIUC; an MA in French Literature from NYU; and a BA in French Language & Literature from University of Utah.


Forecasting Fundraising Results
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