This year, I had the pleasure of interviewing, via email, Kelli North, the recipient of Apra’s 2025 Distinguished Service Award. This honor, established in 1990, recognizes an individual who has significantly advanced both the prospect development profession and Apra through exceptional contributions beyond their daily paid work. The award reflects excellence across professional and personal competencies that elevate learning, collaboration, and talent across our field. 

Kelli currently serves as Associate Director of Development Research, Fundraising, and Strategic Alignment at the University of Michigan. Her work centers on embedding inclusive, pipeline-expanding practices into prospect development. She has led efforts to evaluate bias in wealth screenings, develop policies for identity and affinity data, and align development practices with social justice principles.  

Below is my conversation with Kelli, lightly edited for length.  

Q&A with Kelli North 

How did you first get into prospect development, and what made it so intriguing to you? 

Like many others, I accidentally stumbled upon prospect development. To be honest, I didn't even know that it was a profession until I was interviewing for an entry-level researcher position. I was finishing up my MSW at the University of Michigan, with a focus on nonprofit management and community organizing, and one of my professors made a comment about how anyone looking to get into nonprofit leadership should get fundraising experience. I dutifully scheduled an informational interview with U-M's development office, and the person I spoke to saw my undergraduate and graduate experience in research and suggested I apply to be a prospect researcher. Eleven years later, I'm still here! I think what I found most intriguing was the opportunity to use my interest in studying what motivates people professionally. 

You’ve focused on engaging populations that haven't traditionally been at the philanthropy table. What is one small step colleagues can take to move this work forward? 

Diversifying and broadening your prospect pipeline warrants time and careful consideration. It's all too easy to quickly pull the same types of lists, especially when you know you have depth in your traditional prospect pool. My suggestion for one small step that a researcher can take is: SLOW DOWN. Think about what your search parameters and criteria are turning up, and what they're eliminating. Is there another indicator, another zip code, or another affinity marker that you haven't considered? Are you making assumptions about who would be interested in what you're prospecting for? Are you underestimating a group's capacity and interest based on "best practices"? 

What’s your favorite part of your day-to-day role? 

It's a tie, depending on how extroverted or introverted I'm feeling that day. If it's a social day, I love that moment when I'm talking through a gift officer's daily routine and identify a shortcut or report that easily solves an issue they're having. It happens not infrequently, and it's amazing every time. On a quiet day, I love the research rabbit hole. A colleague and I once did a deep-dive on a prospect and ended up finding out they were connected to a well-known serial killer. Not great for the work, but exciting for a true-crime fan. 

Between your work and past service on both Apra committees and your local chapter board, how do you manage and prioritize your time? 

I'm a big fan of old-fashioned pen and paper. Every Monday morning, I open my notebook and rewrite my to-do list, shifting projects up and down based on that week's priorities (and reality). It's simple, but it works for me. I also constantly remind myself that nothing is truly an emergency... right?? 🫠😬 

Do you have a favorite memory from a past Apra event? 

My first Apra PD Conference was in New Orleans in 2015, and it was my intro to both the wider profession after being in my role for a year, and to my favorite city. Blue crab beignets and French 75s from La Petite Grocery are hard to beat, but the keynote speaker from that year, Dan Pallotta, was pretty great. 

Finally… for a new year recommendations – are there any books or media (PD-related or otherwise!) you think our members should check out? 

I'm a voracious reader; I usually get through a book per week. Professionally, I always recommend Decolonizing Wealth by Edgar Villanueva. If you're looking for an escape from work, here is a random selection of favorites: The Ministry of Time by Kaliane Bradley, Circe by Madeline Miller, The Invisible Life of Addie LaRue by V.E. Schwab, and Pillars of the Earth by Ken Follett. 

 

Thank you, Kelli, for your time, your dedicated service to Apra, and all that you do for our profession. 

Fellow PD Professionals, Apra Award Nominations are now open! Stay tuned for additional pieces on this year's awardees coming your way.