This document discusses managing major gifts through moves management. It defines moves management as a system to build donor relationships by moving prospects through engagement stages to become passionate donors. It outlines the stages as identification, research, strategy, cultivation, solicitation, negotiation, and stewardship. Effective tracking of donor moves and setting goals to transition donors between stages are keys to success. Measuring fundraising metrics like solicitations, dollars raised, and engaged donors indicates progress. Tailoring communications and programs to donor motivations through research helps transform prospects into donors in a donor-centered approach.

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Managing Major Gifts Using Moves
Management
Cheri Weissman
May 14, 2013
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5. Managing Major Gifts Using
Moves Management
Presented by:
Cheri Weissman
CJW Consulting

6. What is Moves Management?
Moves Management - A system, a process
and a plan for building a relationship that
moves individual prospects to engaged,
passionate donors.

7. What is a Move?
• Specifically tailored to the individual – Donor
Centered
• Increases engagement
• Increases involvement
• Increases your understanding of the donor
• Advances your strategies and goals
• Leads to solicitation
• Results in gift.

8. What is a Stage?
• Identification
• Research
• Strategy
• Cultivation
• Solicitation
• Negotiation
• Stewardship
• A key component of moves management is
transitioning from stage to stage effectively and
efficiently

9. Tracking Moves
• If available, use an area that allows you to record
multiple activities; if not, use Excel or a similar tool
• Be consistent! Use one field for the type of move and
define another field to be used to record the stage in
which the move takes place
• If notes are needed (i.e., you had a lunch meeting and
recorded your recollections of the conversation) use
the notes area in your database or, if not available,
create word documents and store in a Moves
Management folder for easy reference
• Pay attention to the number of moves in each stage!!!!
A key component of moves management is transition
from stage to stage effectively and efficiently

10. Setting Criteria for Major Gifts Moves
• Move should be meaningful – make progress
in relationship
• Moves add new information
• Moves help present the case, introduce
leadership
• Moves result in presenting a proposal or
making an ask.
• Moves that do not meet these criteria do not
necessarily have to be recorded

11. How do you Measure Success?
It must be Quantifiable:
• Number of solicitations and success rate
– Create appeals, track # solicited, generate reports weekly
• Amount of money raised towards MGI
– Create a weekly report to consistently measure progress
As a “trickle down”, you should have:
• More engaged donors
• More annual gifts
• Better attendance at events.

12. Providing Guidelines
• Set dollar goals
– Set goals for individual donors using past history in
database, prospect research
– Consider more than gifts made (activity between you
and the prospect, events attended, volunteer activity,
etc.)
• Determine number of solicitations
• Guidelines for meaningful contacts monthly
– Track communication between you and the prospect
• Regular staff assessments – what is working?

13. Benchmarks for a Good Major Gifts
Officer
• Prospect base – up to 150
– Code each prospect according to who will be asking
them for a gift
• Expectations:
– One-third in active movement toward solicitation
• Requires careful tracking of moves and stage in which moves
take place
– One-third moving from small annual gifts to major
gifts
– One-third “suspects” being qualified and introduced
• You will likely need to develop and implement more than
one set of moves for different types of prospects
• 40-50 solicitations annually.

14. Transforming Prospects into Donors
• Requires
– research on prospects
• Record the results of your research and use as much as
possible
– assigning prospects motivation codes
• Each prospect requires a code of some kind in order to
classify their likely level of interest, etc.
– tailoring communications and programs to the
psychological profiles of members – not only their
giving level.

15. Prospect Research
• How well do you know your prospects?
– Surveys
– Focus groups
– Demographic profiles
– Interviews
– Tracking visits, ticket purchases, events
• Use your database to record information
gleaned from these sources!

16. Wealth and Philanthropy Screening
• WealthEngine et al
• Interviews with volunteers
• Newspaper articles
• Google
• Research staff position
• Lists of donors to similar organizations.

17. What is a Donor-Centered Program?
• Designing programs based on an
understanding of the donor
– What motivates someone to give?
• See things from their perspective

18. Motivational Segmentation
Seven Faces of Philanthropy
The Communitarian (doing good makes sense)
The Devout (doing good is God’s will)
The Investor (doing good is good business)
The Socialite (doing good is fun)
The Altruist (doing good feels right)
The Repayer (doing good in return)
The Dynast (doing good is a family tradition)

19. Determine
Motivational Segmentation
• What areas will you use for segmentation?
– Community focus?
– Family legacy?
– Socialite
– Interest in programs?
– Interest in outreach?

20. Events
• Create donor cultivation and recognition events
and programs that bring together people by
motivation NOT only their giving level.
• Example: all photography enthusiasts may be
invited to a private photography lecture whether
they are $500 donors or $5000 donors.
• Record attendance at event and level of
participation

21. Getting the Best: Biggest Gifts
Requires a lot of “Rights”
–The Right Strategy
–The Right person asking
• For the Right project
• And the Right amount
• At the Right time

22. Questions?
Contact me!
cheri@cjwconsulting.com
866/598-0430
www.cjwconsulting.com
Find us on Facebook!
https://www.facebook.com/CJWConsulting
Find me on LinkedIn!
http://tinyurl.com/9xjzaaj

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