Traditional prospect scoring often focuses on a snapshot in time—capacity, affinity, or a single major gift indicator. But what if you could understand the full, evolving value of a prospect across their entire relationship with your organization?
In this webinar, we’ll explore Prospect Lifetime Value (PLV) as a more dynamic and holistic approach to evaluating and segmenting prospects. You’ll learn how PLV — which represents the total value a prospect may bring over their entire lifecycle — can incorporate a wide range of factors, including demonstrated patterns of past giving (such as recency, frequency, gift size, and giving vehicles), prospect age and life stage, external philanthropic activity, giving as a percentage of capacity, and more. We’ll discuss how bringing these elements together can create a clearer picture of prospects’ future value, and can support more strategic decisions around portfolio design and prioritization.
Whether you are unsatisfied with your current practices for scoring prospects, or you are just interested in exploring some new prospect development concepts, this webinar is for you!
Speaker: Andrew Gutierrez
Andrew Gutierrez is a fundraising professional and data scientist who has worked primarily in the healthcare philanthropy space since 2018, having held roles such as Data Scientist and Systems Analyst at Cleveland Clinic’s Philanthropy Institute, and Associate Director of Development Operations at Northwestern University’s Feinberg School of Medicine. Originally beginning his philanthropy career as a grant writer before transitioning to analytics, his work now primarily focuses on using predictive modeling to identify and segment prospects, quantify donors’ capacity and affinity, and project gift revenue outcomes.
Since 2025, Andrew has been the Vice President of Apra’s Illinois chapter, an Education Committee member for the Association of Advancement Services Professionals (aasp), and a Conference Planning Committee member for Apra International. He has presented at industry events such as the “Meeting of the Minds” Annual Giving and Advancement Services Conference, the aasp’s Summer Deep Dive Series, and the Texas Advancement Analytics Symposium, and he has written for publications such as Apra Connections and the University of Texas Press’s Journal of Advancement Analytics.
Andrew graduated from Ohio State University with an undergraduate degree in Arts Administration & Policy. Outside of the philanthropy world, you can likely find him at his “5 to 9” gig as an indoor cycling instructor for Chicago’s Fitness Formula Clubs.
