How to leverage Salesforce and the Nonprofit Success Pack to support moves management.

3. Moves Management is largely the process of defining how to engage with potential
donors. The process is most commonly defined by these 5 steps
Identification is essentially prospect screening -- we usually have a few initial
criteria for identifying who are potential donors (can be as simple as someone you met
at an event!)
Qualification is a period of evaluation. We do some research using resources such as
wealth screening tools, LinkedIn, colleagues, board members. We validate our
assumptions and confirm it is worthwhile to move ahead
Cultivation is about nurturing a relationship. We enhance the donor profile and learn
as much as possible about their interests and motivations for giving.
Solicitation - at this point, we have learned enough to be comfortable making a specific
“ask” that has a high chance of being accepted
Stewardship - the commitment is made and now we are maintaining the
relationship in hopes of additional and larger gifts as well as overall deeper
engagement. The cycle begins again.

4. What exactly did we mean when we said Moves Mgt is primarily about the
PROCESS?
When we start with technology we may feel forced to work the way the
system works.
The system should work for us - not the other way around.
FIRST
● Identify people who fit certain personas -- Personas are representative of a
specific audience segment: the retiree, the millennial, a busy parent of young
children, the founder of a successful start-up
● Define action plans that invite these personas to engage
THEN, Test your assumptions
● Track results and refine your personas and actions plans
Measurement is different from testing in that we apply value, or scores, to the donor’s
responses and actions
● measure the # or $ value of attendance, gifts, referrals
With all of this experience you can introduce automation to support the process

5. ● Introduce more tools as you learn
● Automate as processes become reliable and repeatable
○ Formula fields / roll up summaries
○ workflow / process builder
○ As you see that certain activities are getting results -- create Levels
w/Engagement Plans
● CAUTION: Automation -- you can sometimes forget it is happening OR if it
doesn’t work you get frustrated and create work-arounds. How many of us
have designed systems to replace spreadsheets only to find staff creating new
spreadsheets?!

6. DEFINED, TESTED AND REFINED now CHOOSE YOUR TOOL. Today we are going
to take a look at a few: Levels, engagement plans, path and process builder.

7. ● Levels provide a mechanism for IDENTIFYING AND GROUPING constituents into MOVES
MGMT Levels
● Based on a number field, they can be SIMPLE as looking at a SINGLE field like Total Gifts
or as COMPLEX as a FORMULA like RFM.

8. This nonprofit uses a point based system to determine engagement and then
assigns a level based on total points.
The more the engagement, the more points are assigned. Focused on actions
that are valuable to further the mission. The calculation is at the appendix of the
presentation.

9. ● Enter the pyramid at any level, as their ENGAGEMENT
INCREASES they are assigned higher levels moving further
through the pyramid.
● Each level in the pyramid TIES to a specific ENGAGEMENT
STRATEGY.

10. ● Define a NPSP level for each level in our engagement pyramid.
● Tie the level to an object in our case Household Account
● Source field is set to our engagement score formula
● Set minimum and maximum
● We’ve tied that to an engagement plan which will be discussing
shortly

11. ● We see that this constituent has an engagement score of 18 which puts them at
the Owning Level.
● We see current and previous levels
● Next we’ll look at Engagement Plans.

12. ● Set of activities that can be applied to a constituent’s record for
later action.
● Engagement plan templates help to standardize donor
cultivation activities

14. ● Give the template a name and then define the tasks that should added when template
is applied
● Tasks can be independent or dependent meaning that they will be set only when the
controlling task is completed.

15. ● Plans can be added to a record manually or used in conjunction levels to auto create
tasks when new levels are reached.
● Work best for well defined processes that can be uniformly applied.

17. ● Started at Contributing Level took additional actions and moved to the
Owning Level.
● When moved to Owning Level, the Owning Level engagement plan tasks
where automatically added to the record and assigned to the appropriate
development staff.

18. Now that we’ve looked at how Levels and Plans work and how we might apply
them, next we are going to see how we can use Path and Process Builder.
Let’s walk us through a couple of customer examples using these tools.

19. We have 2 customer examples that both utilize the Salesforce feature, Path,
along with some process automation via workflow and Process Builder.
Path is like a user manual embedded on an Object in salesforce. You can create
a Path -- a guided series of instructions -- per Object record type. The stages in
the Path are equal to the values of a picklist field.
In the case of AL we did not use RECORD TYPES b/c one pathway applies to all
Moves
In the case of Outward Bound, we created a record type for each of 4 specific
pathways they had defined, each with its own set of structured actions.
Let’s take a closer look at configuring Path. Then we’ll dive deeper into each use
case.

20. Just like Moves Management - your Path needs to be defined before you dive into
settings.
In Salesforce, simply go to Set Up and look for Path Settings.
There you can create a New Path.
As you can see you simply give it a name, select the Object where the Path guidance
will appear -- For these customer examples we created a custom object, called Moves.
This is so we could create record types as needed and so we could retain the history.
Then you select the record type if applicable and finally select the picklist field that
determines the stages. Like with Opportunities you may simply create a Stage picklist,
which is what we did here.

21. The next step in configuring Path is to add up to 5 fields with related guidance for
each Stage.
The KEY FIELDS must exist on the Object you originally selected.
The fields can serve to provide information for decision making AND to initiate
process automation
We also see GUIDANCE at each Stage - reminders and instructions on what to do
In our case, the MOVES RECORD itself shows us the KEY FIELDS plus other data from
Salesforce via cross-object formulas that help us with decision making
Now we’re ready to look at each customer story.

22. AL is a Harvard University research center. Their VISION is for health systems to deliver
the best possible care for every patient, everywhere, every time.
AL conducts Research, provides Consulting and produces Checklists - surgery, better
birth and Reference / Conversation guides to assist health care providers and improve
health outcomes around the globe.
the Development Department has a very customized approach to moves
management.
As a result, we were unable to outline a list of standard repeatable actions. We
needed a way to support their process that was quite unique to each prospect.
Therefore, we created a custom object to track a specific Moves process and configured
Path with reminders and suggestions for activities at each stage.
Let’s take a look

23. The process begins by checking a ‘Prospect’ checkbox on the Contact record. Checking
the box initiates a Process Builder that creates a Moves record
As we continued defining the moves management process we found that at every stage
the recommended actions ‘depended on the person in question’ or the person who
referred them.
And the reason to move forward was “they look good on paper” and “they show interest”.
What “looks good on paper” and “shows interest” really mean … always depended on
the individual circumstances. So, we wrote it down and we configured it that way!
For Ariadne Labs IDENTIFICATION is about finding out why they were marked as a
Prospect - which can be checked by many different people - and recording basic
information about the person.
The guidance provides suggestions on what to do. And, once the prospect “looks good
on paper” they move to the next stage.
QUALIFICATION is similar. It is about digging deeper and verifying assumptions.
In this stage of the process, they CONFIRM CAPACITY to GIVE and INTEREST in
PROGRAMS by answering Yes or No to the question ‘Capacity and Interest Confirmed’.
and so it continues...

24. With that, we move to CULTIVATION when additional interaction and more targeted
invitations occur. At this point we can UPDATE the INTEREST LEVEL and input the
ASK DETAILS
These details initiate a Process Builder that creates the Opportunity

25. Here’s the OPP populated with information from the Moves record. You can also see the
Moves record is linked to the Opportunity.
When the OPP Stage equals Pledged, that is considered a commitment and the Move
is updated to the Stewardship stage. As with all stages
there is guidance on stewardship activities that are intended to nurture a deep
relationship and hopefully a renewed gift.
Along the way, they enter Notes and create Tasks to record their work.
Now let’s take a quick look at Outward Bound.

26. The Baltimore Chesapeake Bay Outward Bound School -- more affectionately known as
BCBOBS -- has the MISSION to change lives through challenge and discovery.
They are a member of the Outward Bound network of schools, an international
educational movement dedicated to the idea that people are capable of far more than
they know.
BCBOBS started by thinking of the personas within their audience (i.e., constituency) --
within their audience there are Students, Alumni, Parents, Prospects, even Influencers
such as guidance counselors.
There is potential within each of these to ‘move’ them to making a donation. To get
started, BCBOBS outlined 4 moves pathways

27. 1) major donor prospect
2) major donor renewal/upgrade
3) mid-level donor renewal/upgrade
4) annual fund donor renewal
One of these ‘donor personas’ is set via a formula field on the Contact and is based on
GIVING HISTORY. The formula looks at giving This Year OR Last Year OR the previous
3 years of Consecutive Giving
That is the Identification Stage. The Dev Officer then reviews the Contact relationship
more fully and if she agrees with the identification she checks a checkbox called ‘Start
Move’ that initiates a Process Builder to create a Moves record.
From there, the process is similar to what we saw with Ariadne Labs.

28. For BCBOBS, the MOVES Record shows us Path, ALL the KEY FIELDS captured along
the way PLUS other data from Salesforce which is presented via cross-object formulas
for decision making.
As with Ariadne Labs - the Moves record retains data, notes, tasks for reference during a
future moves process.

29. We have shared a bit about Moves Management as a PROCESS.
We discussed the importance of defining your process before introducing automation.
Then Donna showcased a few TOOLS and I shared customer examples of other options
-- all of this is evidence that there are great options that support a well-defined structured
process and other great options for a more custom personalized approach.
Remember - it’s the process that drives the tool selection and technology design!