Struggling to explain prospect research to a new hire or wondering where to start with a donor record? Read the latest from Connections as Laurie Holmes previews Apra Fundamentals: Prospect Research, taking place April 7–9. This virtual program demystifies the research lifecycle—from capacity ratings to ethics—with practical, jargon-free instruction. Don’t miss the interactive courtroom-style debate on the ethics of AI! Register now to build your foundation.
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 recognizes excellence in professional and personal competencies that elevate learning, collaboration, and talent in 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.
The moves management system was once a groundbreaking framework for guiding donor relationships. Over time, however, it has become a rigid formula. This piece revisits the system’s origins, explores its evolution and considers how nonprofits can move beyond the gift and into the heart of supporter passion.