Managing Major Gifts Using Moves Management


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Moves management is a process whereby you can move your constituents from prospects to donors. This webinar will define the moves management stages, suggest ways you can enhance your data to make the process easier and more streamlined, and help you mine your data to learn more about your base.

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Managing Major Gifts Using Moves Management

  1. 1. Sponsored by:Managing Major Gifts Using MovesManagementCheri WeissmanMay 14, 2013Use Twitter Hashtag #npwebPartOf:
  2. 2. Sponsored by:Protecting and Preserving theInstitutional Memories ofNonprofits Since 598-0430info@cjwconsulting.comPartOf:
  3. 3. Sponsored by:PartOf:Coming this June
  4. 4. Sponsored by:Today’s Speaker & HostCheri WeissmanPresidentCJW Consulting & Services, Inc.Assisting with chat questions:Jamie Maloney, Nonprofit WebinarsPartOf:
  5. 5. Managing Major Gifts UsingMoves ManagementPresented by:Cheri WeissmanCJW Consulting
  6. 6. What is Moves Management?Moves Management - A system, a processand a plan for building a relationship thatmoves individual prospects to engaged,passionate donors.
  7. 7. What is a Move?• Specifically tailored to the individual – DonorCentered• Increases engagement• Increases involvement• Increases your understanding of the donor• Advances your strategies and goals• Leads to solicitation• Results in gift.
  8. 8. What is a Stage?• Identification• Research• Strategy• Cultivation• Solicitation• Negotiation• Stewardship• A key component of moves management istransitioning from stage to stage effectively andefficiently
  9. 9. Tracking Moves• If available, use an area that allows you to recordmultiple activities; if not, use Excel or a similar tool• Be consistent! Use one field for the type of move anddefine another field to be used to record the stage inwhich the move takes place• If notes are needed (i.e., you had a lunch meeting andrecorded your recollections of the conversation) usethe notes area in your database or, if not available,create word documents and store in a MovesManagement folder for easy reference• Pay attention to the number of moves in each stage!!!!A key component of moves management is transitionfrom stage to stage effectively and efficiently
  10. 10. Setting Criteria for Major Gifts Moves• Move should be meaningful – make progressin relationship• Moves add new information• Moves help present the case, introduceleadership• Moves result in presenting a proposal ormaking an ask.• Moves that do not meet these criteria do notnecessarily have to be recorded
  11. 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 progressAs a “trickle down”, you should have:• More engaged donors• More annual gifts• Better attendance at events.
  12. 12. Providing Guidelines• Set dollar goals– Set goals for individual donors using past history indatabase, prospect research– Consider more than gifts made (activity between youand 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. 13. Benchmarks for a Good Major GiftsOfficer• Prospect base – up to 150– Code each prospect according to who will be askingthem for a gift• Expectations:– One-third in active movement toward solicitation• Requires careful tracking of moves and stage in which movestake place– One-third moving from small annual gifts to majorgifts– One-third “suspects” being qualified and introduced• You will likely need to develop and implement more thanone set of moves for different types of prospects• 40-50 solicitations annually.
  14. 14. Transforming Prospects into Donors• Requires– research on prospects• Record the results of your research and use as much aspossible– assigning prospects motivation codes• Each prospect requires a code of some kind in order toclassify their likely level of interest, etc.– tailoring communications and programs to thepsychological profiles of members – not only theirgiving level.
  15. 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 informationgleaned from these sources!
  16. 16. Wealth and Philanthropy Screening• WealthEngine et al• Interviews with volunteers• Newspaper articles• Google• Research staff position• Lists of donors to similar organizations.
  17. 17. What is a Donor-Centered Program?• Designing programs based on anunderstanding of the donor– What motivates someone to give?• See things from their perspective
  18. 18. Motivational SegmentationSeven Faces of PhilanthropyThe 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. 19. DetermineMotivational Segmentation• What areas will you use for segmentation?– Community focus?– Family legacy?– Socialite– Interest in programs?– Interest in outreach?
  20. 20. Events• Create donor cultivation and recognition eventsand programs that bring together people bymotivation NOT only their giving level.• Example: all photography enthusiasts may beinvited to a private photography lecture whetherthey are $500 donors or $5000 donors.• Record attendance at event and level ofparticipation
  21. 21. Getting the Best: Biggest GiftsRequires a lot of “Rights”–The Right Strategy–The Right person asking• For the Right project• And the Right amount• At the Right time
  22. 22. Questions?Contact me!cheri@cjwconsulting.com866/598-0430www.cjwconsulting.comFind us on Facebook! me on LinkedIn!
  23. 23. Sponsored by:Find listings for our current seasonof webinars and register at:NonprofitWebinars.comPartOf: