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Managing Major Gifts Using Moves Management

Cheri Weissman

May 14, 2013

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Managing Major Gifts Using Moves Management

Presented by:

Cheri Weissman

CJW Consulting

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.

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.

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

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

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

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.

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?

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.

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.

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!

Wealth and Philanthropy Screening

• WealthEngine et al

• Interviews with volunteers

• Newspaper articles

• Google

• Research staff position

• Lists of donors to similar organizations.

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

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)

Determine Motivational Segmentation

• What areas will you use for segmentation?

– Community focus?

– Family legacy?

– Socialite

– Interest in programs?

– Interest in outreach?

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

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

Questions?

Contact me!

cheri@cjwconsulting.com

866/598-0430

www.cjwconsulting.com

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https://www.facebook.com/CJWConsulting

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