Spring Webinar Series - Andrew Gutierrez

Andrew Gutierrez

Data Scientist, Philanthropy

Cleveland Clinic

Webinar Description:

Understanding Prospect Lifetime Value (PLV)

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!

Andrew has worked in the philanthropy space since 2018, having held roles such as Associate Director of Development Organizations at Northwestern University’s Feinberg School of Medicine, and as a Systems Analyst and later Data Scientist at Cleveland Clinic’s Philanthropy Institute. Much of his professional focus has been on using technical tools like SQL, Python, and Tableau to support organizations’ prospect development efforts through data analytics, with a particular focus on building statistical models for identifying and segmenting prospects, for measuring capacity and affinity, and for predicting donor behavior.

Andrew graduated from The Ohio State University with a Bachelor’s in Arts Administration & Policy, and he is currently pursuing his Master’s in Data Science at Northwestern University. He is a member of AASP's Education Committee, and he is also the Vice President of Illinois’s regional chapter of Apra. Outside of the philanthropy world, you can likely find him at his “5 to 9” gig as an indoor cycling instructor at Chicago’s Fitness Formula Clubs.