Last year, the AB50C Awards honored 50 exceptional leaders. But who are they beyond their roles? We spoke with these leaders to uncover the stories, passions, and perspectives that shape them and what truly sets them apart.

Why She’s an AB50C Champion

Alex Perkins has demonstrated immense impact by securing multiple global awards for her innovative digital giving and crowdfunding programs. Her story is compelling, bringing a fresh, donor-centric perspective that is shifting her team’s approach to be more relational and inclusive.

Beyond the Title

Before the awards, the campaigns, and the impact metrics, Alex keeps it refreshingly real.

There is a moment early in our conversation where she laughs about not knowing the video would be used publicly and wishes she had “worn something different". It’s light, candid, and instantly human, just like her approach to work.

Ask her to describe herself, and she doesn’t default to titles or achievements. Instead, her team would describe her as both silly and deeply passionate about student success.

And maybe that’s what makes her stand out. In a space that can often feel metrics-driven, Alex brings warmth, relatability, and a genuine love for the people behind the numbers—especially students.

What Winning AB50C Meant to Her?

Winning the AB50C Championship Award was both surprising and deeply meaningful for Alex.

‍“I felt so honored to be recognized among great philanthropy leaders.”

Using Almabase across campaigns from alumni engagement to giving initiatives, she understands the scale of the platform and the global community behind it.

‍“To be recognized by you all was a great honor, especially knowing how many countries and submissions were entered.”

Despite the recognition, she still sees herself as someone learning, growing, and keeping pace with a fast-moving field.

And that’s what makes the win even more special.

Finding Their Way into Advancement

Like many in advancement, Alex didn’t plan this path; it found her.

She began her journey at Cal State San Marcos as an event planner, spending five years creating in-person experiences. Then 2020 changed everything. Events stopped overnight.

As the university pivoted, Alex found herself being moved into annual giving.

‍“I was the epitome of a rookie. I was like, what's a LYBUNT? What is a DAF gift? What do you mean by an email appeal segmentation?”

It wasn’t planned to move careers, yet it became such an amazing unexpected opportunity.

Thrown into a completely new world during an uncertain time, Alex leaned in. What started as unfamiliar territory quickly became meaningful work.

Today, as a Digital Giving Specialist, she supports university-wide campaigns, manages crowdfunding initiatives, and helps run platforms like Cougar Connect—a networking space for students and alumni.

But one experience, in particular, shaped her early on: launching and managing Cougar Crowdfunding campaigns.

Working closely with students, faculty, and staff to build 30-day fundraising campaigns, she witnessed something powerful: student ideas coming to life and creating real impact.

From helping student groups raise funds to attend Nationals & then seeing them return as champions, it is incredibly rewarding to watch their hard work and dedication pay off.

‍“While managing Cougar Crowdfunding, I just get so excited to see the student success!”

The Work That Matters

At the heart of Alex’s work is one simple driver: students.

‍“We’re here for our students.”

Whether it’s a giving day, an employee campaign, or a crowdfunding initiative, the goal remains the same – creating opportunities and removing barriers for students to succeed.

What excites her most isn’t just the dollars raised but the journeys enabled, like a student attending a conference, a team competing nationally or someone walking across the graduation stage.

‍“If I can do anything to help students walk across the stage… then I’m happy.”

Looking ahead, Alex is focused on student-led giving experiences. Her vision: a Student Organization Giving Day, run by students for students, designed to teach and inspire the next generation about the power of philanthropy.

Because for her, the goal goes beyond campaigns. It’s about building future philanthropists.

And while the tools around her are evolving, including the growing presence of AI, Alex sees them as just that: tools. Helpful when you're stuck, useful for sparking ideas, but not a replacement for what truly drives advancement.

‍“We are, at our core, a people centered institution, built on genuine human connection and person-to-person relationships.”

For Alex, the real work will always come down to human connection, whether it’s a conversation with a donor, supporting a student, or building relationships that no technology can replicate.

An Initiative She is Proud Of

If there’s one initiative Alex lights up talking about, it’s Student Org Month through Cougar Crowdfunding.

Held every March, this initiative puts the spotlight on student organizations—giving them the tools, platform, and support to run their own fundraising campaigns.

The growth has been remarkable:

13 projects in the first year of launching Cougar Crowdfunding to hosting 37 student organizations in a single month this past March.

But for Alex, the real impact goes beyond numbers.

‍“Our mission is to educate students and give them the skills to be philanthropists… and to inspire a lifelong commitment to giving.”

It’s not just about raising money; it’s about learning how to tell stories, build support, and create impact. Skills that stay with students long after graduation.

Rapid Fire

Where It All Comes Together

Alex’s story is a reminder of something powerful: advancement isn’t always a planned path. Sometimes, it’s something you grow into.

From an unexpected pivot during a global crisis to becoming an award-winning digital giving specialist, her journey reflects what this community is all about: adaptability, empathy, and impact.

But more than anything, it reflects the heart of advancement—people helping people move forward.