A presentation given at Aptaria's Salesforce nonprofit demo party. Thank you to National Aquarium for presenting and letting us share these slides.

1. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
Mission: to inspire conservation of the
world's aquatic treasures.
• Hands-on environmental stewardship
• Conservation education
• Community outreach
• Operation of a world-class aquarium
Embracing our special responsibility – and
vast potential – to build public
awareness of the threats facing
our oceans and waterways
Melanie Bricker
Director of Development Services
National Aquarium | Baltimore, MD
mbricker@aqua.org
Mike Grandel
Director of Business Intelligence
National Aquarium | Baltimore, MD
mgrandel@aqua.org

2. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
APPROACH TO PHILANTHROPY
 Relationship Management
 Moves Management
 Information Management
 Three key processes
Ensure fundraising practices are donor-
centered and ready to support a robust major
gifts program

3. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
RELATIONSHIP MANAGEMENT
The process of advancing a prospect or donor toward a first-time gift, a higher giving level or an
additional gift by caring for and moving forward the donor’s relationship with your
organization and thereby increasing the donor’s commitment to your organization.

4. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
RELATIONSHIP MANAGEMENT
• Relationship management is
distinct from solicitation; the RM
may not always be the best person
to make the ask from a strategic
standpoint.
• The RM is primarily responsible for
back of house relationship
management
• Donation acknowledgement
• Donation management/designation
• Stewardship
• Record keeping (integrity of Salesforce
records)
• The solicitor is the person who is
selected to make the ask.

5. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
MOVES MANAGEMENT
The process by which a prospective donor is moved from identification to
solicitation and beyond.
• “Moves” are the actions an organization takes to bring in donors, establish relationships and
renew contributions.
• David Dunlop, the Cornell University senior development officer who developed the concept
of moves management, described the idea as “changing people’s attitudes so they want to
give.”

6. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
MOVES MANAGEMENT
Statuses are used to track the “moves” we
take to “change people’s attitudes” as well as
the trajectory of any given solicitation.
• The status should indicate what
the donor needs from your
organization.
• Some essential statuses:
• Cultivate
• Engage
• Ask
• Pending
• Committed
• Steward

7. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
INFORMATION MANAGEMENT
The process by which data is acquired, distributed and archived.
Track as much info as possible
• Most recent gift (NPSP)
• Largest gift (NPSP)
• Proposal focus (custom)
• Date and Amount of Request (custom)
• Date and Amount Expected (custom)
• All activity related to the proposal/solicitation
(tasks)
• Submission of LOIs
• Meetings and phone calls
• Written correspondence
• Stewardship/grant reports
• Giving capacity (Wealth Engine)

8. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
PRACTICAL USES OF WE IN SALESFORCE
• Conduct wealth screening and research on individual contacts
• Identify and qualify major gift prospects from within our donor file
• Craft cultivation and engagement strategies
• Segment and analyze constituency
• Determine readiness of overall program for a major fundraising campaign
• Build pools of prospects (e.g. planned giving, leadership volunteers)
• Build for future growth
• Gain insights that support effective portfolio management
• Develop donor models to mine for cold prospects to include in acquisition efforts