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.

1. Major Gifts:
Moves Management Made Easy
Jennifer Darrouzet
January 10, 2012
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4. Today’s Speaker
Jennifer Darrouzet
Common Ground Product Development
Convio
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6. When Asked, Donors Say
“YES”
Give Again
“YES”
Increase
Amount
From Donor Centered Fundraising, by Penelope Burke

7. 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

8. Moves Management
The system of policies, procedures, and practices
that directs the actions a nonprofit takes to bring in
donors, forge relationships, and generate major gifts

9. Critical Elements of Moves Management
Must 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

10. 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

11. 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

12. Good Moves Management…
Keeps constituents moving along Stage 5
the relationship continuum:
Process
Stage 1 Stage 2 Stage 3 Stage 4 Stage 6
Identify Qualify Cultivate Solicit Steward
Repeat
Stages
1-3

13. Common Obstacles to Adoption
The Naysayer says Needs to hear Needs to believe
1. “This is a fad, and it will go It builds on what’s worked for It’s not that different from what
out with the tide.” you, & serves to spotlight what I’m doing now; it’s just more
you’ve got working. productive & predictable

14. Common Obstacles to Adoption
The Naysayer says Needs to hear Needs to believe
1. “This is a fad, and it will go It builds on what’s worked for It’s not that different from what
out with the tide.” you, & serves to spotlight what I’m doing now; it’s just more
you’ve got working. productive & predictable
2. “Uninformed outsiders will We can’t do this without you, I’ll get to craft our org-specific
recommend a bunch of tasks because you know our donors & moves, based on my hard-won
that won’t work with our what works (& what doesn’t) with experience and intimate
issues & our donors.” them. knowledge of our donors

15. Common Obstacles to Adoption
The Naysayer says Needs to hear Needs to believe
1. “This is a fad, and it will go It builds on what’s worked for It’s not that different from what
out with the tide.” you, & serves to spotlight what I’m doing now; it’s just more
you’ve got working. productive & predictable
2. “Uninformed outsiders will We can’t do this without you, I’ll get to craft our org-specific
recommend a bunch of tasks because you know our donors & moves, based on my hard-won
that won’t work with our what works (& what doesn’t) with experience and intimate
issues & our donors.” them. knowledge of our donors
3. “We’ll waste precious time Time cultivating donors is time This is the best investment I can
that 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

16. Common Obstacles to Adoption
The Naysayer says Needs to hear Needs to believe
1. “This is a fad, and it will go It builds on what’s worked for It’s not that different from what
out with the tide.” you, & serves to spotlight what I’m doing now; it’s just more
you’ve got working. productive & predictable
2. “Uninformed outsiders will We can’t do this without you, I’ll get to craft our org-specific
recommend a bunch of tasks because you know our donors & moves, based on my hard-won
that won’t work with our what works (& what doesn’t) with experience and intimate
issues & our donors.” them. knowledge of our donors
3. “We’ll waste precious time Time cultivating donors is time This is the best investment I can
that 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
4. “Donors will be able to tell Donors will feel valued, I’ll develop closer relationships
we’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.

17. Don’t Throw Out
the Tried & True
Building Your Plan

18. 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

19. 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?

20. 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

21. 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

22. Get the
Guide

23. Moves Plan – The Old Way

24. Moves Plan – The Easy Way
POLL

25. Progress Tracking – The Old Way
RE: RE:
CC:
CC:
RE:
CC:
RE: Sara’s asked what we need
FW:
RE:
CC:
CC: RE:

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. Progress Tracking – The Easy Way

31. Institutional
Memory
38%
is the average yearly turnover for
an organization. Relationship data
lives with the people working within
your org—protect it.
50%
of organizations use slips of paper,
Excel spreadsheets, and personal
contact managers (i.e. Outlook) to
manage their data.
51%
of organizations manage over 4
repositories of data.

32. Triggers to Move Forward
Cultivation Milestones & Making Progress

33. 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.

34. 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.

35. 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.

36. 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.

37. 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”

38. 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.

39. 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.

40. 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 ______________________

41. 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?

42. Prospect Research – The Old Way

43. Prospect Research – The Easy Way

44. Wealth Screening – The Old Way

45. Wealth Screening – The Easy Way

46. Wealth Engine Screening Service–
Find the Millionaire Next Door

47. Stewardship – The Old Way
Crystal ball image? Or reading tea leaves?

48. Stewardship – The Easy Way

49. Stewardship – The Easy Way

50. Stewardship – The Easy Way

51. Track & Measure
Metrics & Methods to Evaluate Progress

52. 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?

53. Weekly Progress – The Easy Way

54. Projecting Major Gift Revenue – The Old Way

55. Projecting Major Gift Revenue – The Easy Way
$12,000.000 10%
Prospecting

56. Projecting Major Gift Revenue – the Easy Way
$40,800
20%
20%

57. Getting Your Board
Moving
Easy Ways the Board Can Help

58. Board Involvement – The Old Way

59. Sample Dashboard #1
Jen has dashboard image and will send

60. How To Get Started
& Make Your First Move

61. Moves Plan – James & Kayla Martin
Stage Planned Moves Who?
Identification
Qualification
Cultivation
Solicitation
Negotiation
Stewardship

62. Moves Plan – James & Kayla Martin
Stage Planned Moves Who?
Board member sourced ✔ Board Member
Identification
Lunch with Dev Director ✔ Dev Director
Confirmed gave $10K to AHS ✔ Dev Associate
Qualification
Wealth Screen ✔ Dev Associate
Facility tour & mentor interview Dev Director
Cultivation Lunch with ED & Board Chair ED/Board Chair
Community meal Vol. Coordinator
Prep Sourcing Board Member Dev Associate
Solicitation
Ask Board Member
Negotiation TBD TBD
Donor Reception Dev Associate
Stewardship
Philanthropist nomination? Dev Associate

63. 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 __________________

64. 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

65. Post-Move Record
1 Who (from donor household or company) James & Kayla Martin
2 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 mentee
4 Where the move took place Board conference room & multi-purpose room
5 When the move took place Monday, 9/23/2011 at 3pm
6 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 mentor
7 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?

66. It’s not “Management” if not measured!

67. Thank you!
• info@convio.com or 888.528.9501

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