Moves management is the process of managing donor relationships. In fundraising, moves management provides a strategic and well-planned path to stronger relationships and greater giving.
Moves management involves the strategic planning of “moves” which will be carried out over the course of a year to build a greater connection with a specific donor and increase their propensity to support your organization.
Wikipedia defines moves management as a term used primarily with the non-profit sector in relationship to donor development. It refers to the process by which a prospective donor is moved from cultivation to solicitation. And it’s typically used with major donors.
Moves management is the process that defines the purpose of your donor visits – your cultivation visits. Cultivation of donors without planning and purpose is just another cup of coffee or chopped salad.
And finally, my definition of moves management: a series of clearly defined actions (moves) carefully planned to “move” a potential donor over the course of a year toward making a specific donation.
How to Implement Moves Management
It’s important, first, to understand that each move is an opportunity to connect with and cultivate your potential donor. Each move is planned to increase awareness and commitment to your organization and its mission. Every move should be mission-focused and well-planned.
Moves management is not happenstance fundraising, it’s carefully planned relationship building leading to increased support.
What is a Move?
Moves can range from a friendly meeting at Starbucks to a one-on-one meeting with the CEO. Below are a few examples of moves:
When you visit your donors as part of your cultivation efforts, your purpose should be clearly defined and you should have “done your homework.” You should have considered the following:
Tracking your moves management effort is critical to your success. You can do this on an excel spreadsheet, or within your organization’s database. Pre-plan your year and backwards plan from there. Set up reminders. Calendar prep days for the “move” days. Organize your little heart out.
Moves management may feel cumbersome when you begin, but trust me, you will find it makes your life easier, your ASKS more successful and your donors more aware of your organization’s appreciation for them.
It’s a winning combination.
* Watch for my donor assessment post coming soon!