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Major Gifts: Moves Management Made Easy

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Major gift fundraising is more productive and predictable with a structured moves management process, yet common obstacles hold many nonprofits back. Learn how to get beyond “shoulda/coulda/woulda” & …

Major gift fundraising is more productive and predictable with a structured moves management process, yet common obstacles hold many nonprofits back. Learn how to get beyond “shoulda/coulda/woulda” & seize 2012 as the year you cultivate a new level of sustainable support. Plus: take away tools & templates that let you hit the ground running, ready to make your moves in a matter of just a few hours.

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  • 1. Major Gifts: Moves Management Made Easy Jennifer Darrouzet January 10, 2012A Service Of: Sponsored by:
  • 2. Protecting and Preserving the www.cjwconsulting.com Institutional Memories of Nonprofits Since 1993 (866) 598-0430 info@cjwconsulting.comA Service Of: Sponsored by:
  • 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  • 4. Today’s Speaker Jennifer Darrouzet Common Ground Product Development ConvioAssisting with chat questions: Hosting:April Hunt, Nonprofit Webinars Cheri Weissman, CJW Consulting & Services, Inc.A Service Of: Sponsored by:
  • 5. When Asked, Donors Say “YES”Give Again “YES” Increase AmountFrom Donor Centered Fundraising, by Penelope Burke
  • 6. Agenda• Moves Management Defined• Don’t Throw Out the Tried-and-True• Triggers to Move a Donor Forward• How to Track & Measure Results• How to Make Your First Move• Q&A
  • 7. Moves ManagementThe system of policies, procedures, and practicesthat directs the actions a nonprofit takes to bring indonors, forge relationships, and generate major gifts
  • 8. Critical Elements of Moves ManagementMust have commitment to: • Be donor centered - focus on developing donors, rather than simply securing donations • Recognize and document the relationships between an organization and its supporters • Focus on strategic organizational thinking to further those relationships -- and the support they generate • Remain flexible, constantly changing in response to organization and supporter needs • Support the process with people, practices, & business systems
  • 9. Moves Management Delivers• Raise more money & build stronger relationships• Be better stewards & improve accountability• Bring more stakeholders into the process (Board)• Strengthen the organization, ensuring sustainability
  • 10. What Moves Management Is Not• A strategy for the masses• Cookie cutter• Obvious to the prospect• In someone’s head• On a bunch of sticky notes• Hit and run
  • 11. Good Moves Management…Keeps constituents moving along Stage 5the relationship continuum: Process Stage 1 Stage 2 Stage 3 Stage 4 Stage 6 Identify Qualify Cultivate Solicit Steward Repeat Stages 1-3
  • 12. Common Obstacles to AdoptionThe Naysayer says Needs to hear Needs to believe1. “This is a fad, and it will go It builds on what’s worked for It’s not that different from whatout with the tide.” you, & serves to spotlight what I’m doing now; it’s just more you’ve got working. productive & predictable
  • 13. Common Obstacles to AdoptionThe Naysayer says Needs to hear Needs to believe1. “This is a fad, and it will go It builds on what’s worked for It’s not that different from whatout with the tide.” you, & serves to spotlight what I’m doing now; it’s just more you’ve got working. productive & predictable2. “Uninformed outsiders will We can’t do this without you, I’ll get to craft our org-specificrecommend a bunch of tasks because you know our donors & moves, based on my hard-wonthat won’t work with our what works (& what doesn’t) with experience and intimateissues & our donors.” them. knowledge of our donors
  • 14. Common Obstacles to AdoptionThe Naysayer says Needs to hear Needs to believe1. “This is a fad, and it will go It builds on what’s worked for It’s not that different from whatout with the tide.” you, & serves to spotlight what I’m doing now; it’s just more you’ve got working. productive & predictable2. “Uninformed outsiders will We can’t do this without you, I’ll get to craft our org-specificrecommend a bunch of tasks because you know our donors & moves, based on my hard-wonthat won’t work with our what works (& what doesn’t) with experience and intimateissues & our donors.” them. knowledge of our donors3. “We’ll waste precious time Time cultivating donors is time This is the best investment I canthat would be better used on well spent. With moves, you’ll get make in cultivating my donors,[insert alternate approach].” more out of the work you invest, and building our overall donor securing the largest gifts base to maximize support for all possible. of us long-term
  • 15. Common Obstacles to AdoptionThe Naysayer says Needs to hear Needs to believe1. “This is a fad, and it will go It builds on what’s worked for It’s not that different from whatout with the tide.” you, & serves to spotlight what I’m doing now; it’s just more you’ve got working. productive & predictable2. “Uninformed outsiders will We can’t do this without you, I’ll get to craft our org-specificrecommend a bunch of tasks because you know our donors & moves, based on my hard-wonthat won’t work with our what works (& what doesn’t) with experience and intimateissues & our donors.” them. knowledge of our donors3. “We’ll waste precious time Time cultivating donors is time This is the best investment I canthat would be better used on well spent. With moves, you’ll get make in cultivating my donors,[insert alternate approach].” more out of the work you invest, and building our overall donor securing the largest gifts base to maximize support for all possible. of us long-term4. “Donors will be able to tell Donors will feel valued, I’ll develop closer relationshipswe’re not being spontaneous.” appreciated and engaged with with donors, who will get more our organization. Your org can engaged & involved. I won’t get support your cultivation efforts push back. Obstacles will be (clearing calendars, collateral cleared, allowing us to focus on ready, etc). maximizing these relationships.
  • 16. Don’t Throw Outthe Tried & True Building Your Plan
  • 17. First, what counts as 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 a gift
  • 18. Have Some Standard Moves • How you’re positioned in your community • What do your current major donors believe? - Their motivations - Your capabilities - What they’re accomplishing • What do prospects value? - What must they experience? - Whom should they meet? Standard “proof-point” moves are like building blocks you use again & again - What must they feel?
  • 19. Standard Moves (Samples) Facility Tour Lunch with ED Ground Breaking Send Donor Packet Birthday Card Media Interview Board Member Call Program Graduation Invite to Gala News Clippings Mail Annual Report Donor Reception Program Meet the Candidates Community Meal Performance
  • 20. Have Some Magic Moves• Commit yourself to high touch opportunities• How to tell when to use• Use time-intensive moves sparingly • Get help outside your core team, if you can do so reliably
  • 21. Get theGuide
  • 22. Moves Plan – The Old Way
  • 23. Moves Plan – The Easy Way POLL
  • 24. Progress Tracking – The Old Way RE: RE: CC: CC: RE: CC:RE: Sara’s asked what we need FW: RE: CC: CC: RE:
  • 25. Progress Tracking – The Easy Way
  • 26. Progress Tracking – The Easy Way
  • 27. Progress Tracking – The Easy Way
  • 28. Progress Tracking – The Easy Way
  • 29. Progress Tracking – The Easy Way
  • 30. InstitutionalMemory38%is the average yearly turnover foran organization. Relationship datalives with the people working withinyour org—protect it.50%of organizations use slips of paper,Excel spreadsheets, and personalcontact managers (i.e. Outlook) tomanage their data.51%of organizations manage over 4repositories of data.
  • 31. Triggers to Move Forward Cultivation Milestones & Making Progress
  • 32. Identification Stage Probability What Happens Here? • Decide you want to do a campaign. • Who do you know that would give 5% • Focus on known donors first. • Pull list of prospects. What Are My Next Steps? 1. Use www.GiftRangeCalculator.com to determine how many prospects you need for a given financial goal. 2. Move to the next stage to determine inclination, capacity, and readiness. 3. Know that any who fall out at qualification must be replaced, so move more into qualification than you think you will need.
  • 33. Qualification Stage Probability What Happens Here? • Research your prospects. • Perform wealth screening 10% • Categorize on Inclination, Capacity & Readiness What Are My Next Steps? 1. Confirm or disqualify based on qualification. 2. Prospects with inclination and capacity are ready for cultivation. 3. Prospects with lower levels of inclination will require longest cultivation before they are ready.
  • 34. Cultivation Stage Probability What Happens Here? • Evaluate top prospects based on greatest inclination, capacity & readiness. 20% • Create custom moves plan for top prospects. • Identify who should make ask & the ask amount. • Assign steps and owners in Common Ground What Are My Next Steps? 1. Engage prospect in targeted moves, developing the relationship and moving them closer to gift. 2. Review and evaluate. Track actions. 3. Are moves well received? Is prospect more engaged? If moves are received well prospect will be ready for an ask.
  • 35. Solicitation Stage Probability What Happens Here? • Develop proposal • Determine who is doing the ask 40% • Set the appointment with a clear purpose for sharing a gift proposal What Are My Next Steps? 1. Make ask. Be silent and wait for response. 2. Handle objections, negotiate gift payment terms and/or acknowledgement.
  • 36. Negotiation & Review Stage Probability What Happens Here? • Verbal commitment • Terms to be confirmed 80% • Recognition elements may not be final What Are My Next Steps? 1. Drive to closure quickly, or it becomes “stuck”
  • 37. Processing Stage Probability What Happens Here? • Once the donor accepts the proposal and decides on the amount and how they’d like to structure their 100% gift, an acknowledgement process ensues that can include negotiating the terms of the gift, and recording the gift in Common Ground. What Are My Next Steps? 1. Congrats! You received your gift. Now it’s time to meaningfully thank the donor and continue to thoughtfully steward the relationship.
  • 38. Stewardship Stage Probability What Happens Here? • The donor is fully thanked for the gift and a stewardship plan to update the donor about their n/a gift and its impact is created. What Are My Next Steps? 1. Good supporter stewardship does not end at one gift however, and the moves management cycle will continue as the donor is engaged and re-engaged with your organization.
  • 39. Pre-Move Checklist• Memorize 3 things to accomplish with any move After this move • The prospect will feel _____________ • The prospect will know ____________ • I will know ______________________
  • 40. Post-Move Record 1 Who (from donor household or company) 2 Who (from org, inc board or volunteers) 3 What kind of move it was 4 Where the move took place 5 When the move took place 6 Why this move was made at this time (what was intent of this move) 7 What did the org communicate to the donor (including any packets or gifts packets or other materials delivered) 8 What did the donor communicate to the org (esp. what evidence was gathered re: donor’s desire to make an impact, capacity to make an impact, authority to give, and readiness for an ask) 9 Were any follow-up actions discussed? (studies, articles, or introductions to other stakeholders. who will ensure these happen & when are they “due”?)10 What does the org team think would be the best next move, when should it happen, and whose responsibility is it to make it happen?
  • 41. Prospect Research – The Old Way
  • 42. Prospect Research – The Easy Way
  • 43. Wealth Screening – The Old Way
  • 44. Wealth Screening – The Easy Way
  • 45. Wealth Engine Screening Service–Find the Millionaire Next Door
  • 46. Stewardship – The Old Way Crystal ball image? Or reading tea leaves?
  • 47. Stewardship – The Easy Way
  • 48. Stewardship – The Easy Way
  • 49. Stewardship – The Easy Way
  • 50. Track & MeasureMetrics & Methods to Evaluate Progress
  • 51. How do we know we’re doing it right?• When can I say we’ve started doing moves management?• How soon should we see results? (When can I prove we’re not wasting our time?)• How do we detect if we’re going off the rails?
  • 52. Weekly Progress – The Easy Way
  • 53. Projecting Major Gift Revenue – The Old Way
  • 54. Projecting Major Gift Revenue – The Easy Way $12,000.000 10% Prospecting
  • 55. Projecting Major Gift Revenue – the Easy Way $40,800 20% 20%
  • 56. Getting Your Board MovingEasy Ways the Board Can Help
  • 57. Board Involvement – The Old Way
  • 58. Sample Dashboard #1 Jen has dashboard image and will send
  • 59. How To Get Started & Make Your First Move
  • 60. Moves Plan – James & Kayla MartinStage Planned Moves Who?IdentificationQualificationCultivationSolicitationNegotiationStewardship
  • 61. Moves Plan – James & Kayla MartinStage Planned Moves Who? Board member sourced ✔ Board MemberIdentification Lunch with Dev Director ✔ Dev Director Confirmed gave $10K to AHS ✔ Dev AssociateQualification Wealth Screen ✔ Dev Associate Facility tour & mentor interview Dev DirectorCultivation Lunch with ED & Board Chair ED/Board Chair Community meal Vol. Coordinator Prep Sourcing Board Member Dev AssociateSolicitation Ask Board MemberNegotiation TBD TBD Donor Reception Dev AssociateStewardship Philanthropist nomination? Dev Associate
  • 62. Pre-Move Checklist• Before the tour, the Development Director formulates a plan & documents it After this move: • The prospect will know that _____________ • The prospect will feel that __________ • I will know __________________
  • 63. Pre-Move Checklist• Before the tour, the Development Director formulates a plan & documents it After this move: • The prospect will know that we work & play well with others, for maximum impact for our kids • The prospect will feel that these kids – who have so much promise – would fall through the cracks without support • I will know whether or not mentors played an important role in this prospect’s life
  • 64. Post-Move Record1 Who (from donor household or company) James & Kayla Martin2 Who (from org, inc board or volunteers) Rachel Muir (Dev Dir) & Mary MacDonald (mentor)3 What kind of move it was Facility tour & showing of mentoring DVD re Mary’s mentee4 Where the move took place Board conference room & multi-purpose room5 When the move took place Monday, 9/23/2011 at 3pm6 Why this move was made at this time See the resources provided to our kids, and meet a long- (what was intent of this move) standing mentor7 What did the org communicate to the donor? Copy of mentoring DVD, pamphlet re: community collaboration (including any packets or gifts packets or other materials in support of our at-risk youth delivered)8 What did the donor communicate to the org (esp. what James & Kayla BOTH named individuals who made a evidence was gathered re: donor’s desire to make an difference to them as mentors. James talked about Charlie impact, capacity to make an impact, authority to give, and Beard, who took him under his wing when…. Kayla described readiness for an ask) a teacher who encouraged her to pursue summer studies in …9 Were any follow-up actions discussed? (studies, Rachel needs to find the study re: 3rd-grade reading-test failure articles, or introductions to other stakeholders. who will rates and how this is used by the county to project the number ensure these happen & when are they “due”?) of prisons that will need to be built (due next week, before invitation to Gala!)10 What does the org team think would be the best next Jennifer will invite them to attend Gala at Jeanne’s table move, when should it happen, and whose responsibility is it to make it happen?
  • 65. It’s not “Management” if not measured!
  • 66. Thank you!• info@convio.com or 888.528.9501
  • 67. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by: