Moves Management CHEAT SHEET What is Moves Management? Taking a prospect from an unknown individual to a consistent and committed long-term donor can be a long and challenging process. To help ensure success, nonprofits employ a series of actions and strategies to effectively move prospects through the donor cultivation cycle. This process is known as moves management. It encompasses the actions your development team takes to “move” a prospect from identification to long-term donor. UNKNOWN INDIVIDUAL TO LONG-TERM DONOR The Moves Management Cycle IDENTIFICATION Find new giving opportunities among individuals, companies, and foundations through peer referrals, wealth screens, and prospect research tools. Unknown Individual QUALIFICATION Conduct initial research to help evaluate a prospect’s ability and likelihood to give to your organization. Look for things like philanthropic giving and interests, financial capacity, and foundation affiliations. DISCOVERY As you start to build out a comprehensive profile on your new prospective donors, your development team will want to make initial contact. Prospect (Lead) Prospect (Lead) CULTIVATION It’s time to build relationships with prospective donors and educate them about your mission. Get to know individuals better through research and personal interactions, which will help build comprehensive prospect profiles. SOLICITATION Present an informed, evidence-based gift ask to your prospect. Prospect (Opportunity) Prospect (Opportunity) STEWARDSHIP After securing a new donor, express gratitude for their contribution while continuing to develop the relationship, and show the impact of their gift. 1 (800) 655-7729 | info@iWave.com | iWave.com 1 (800) 655-7729 | info@iWave.com | iWave.com © 2021 iWave Information Systems, Inc. All rights reserved. The iWave logo is a registered trademark of iWave Information Systems, Inc. Donor Identification, Qualification and Discovery The next step is about establishing and nurturing relationships. Now it’s time to dig deeper to determine the right time to ask and the right gift amount to ask for. Prospect research and other details uncovered through the gift officer’s interactions with the prospect will inform the ask amount. To ensure you are determining the right time and ask, validate and verify the information using your fundraising intelligence platform. 11 (800) | iWave.com (800)655-7729 655-7729| |info@iWave.com info@iWave.com | iWave.com © 2021 iWave Information Systems Inc. All rights reserved. The iWave logo is a registered trademark of iWave Information Systems, Inc. CA PA C I SC A F FINIT Y R O PE 3 4 Cultivation and Solicitation 2 ORE During discovery your development team will want to make initial contact with the prospect. This can be via email, phone or a face-to-face meeting. Be sure to have your questions ready. This is your chance to pick up on subtle cues about their wealth and philanthropic passions. E SC Once the prospect’s major gift potential has been verified according to your organization’s unique major gift threshold, the deeper discovery process begins. Using a tool like iWave, you can start creating a comprehensive profile, or iWave Profile, for each prospect. This is a great opportunity to include internal giving data as well as external data provided by your fundraising intelligence platform. R P After identifying prospects with giving potential, the next step is qualification. Assigning scores that are customized specifically to your organization will help qualify and sort prospective and current donors in order of priority. The iWave Score, for example, provides a rating of each prospect’s propensity (likelihood to give), affinity (connection to your cause), and capacity (ability to give). Because each score is customized to your organization, it becomes easy to sort and search prospects within your database. O The iWave Score rates each prospect’s likelihood and ability to give, and the connection to your cause. TY The first step of moves management is identifying potential donors using a number of sources such as peer referrals, a wealth screen of event attendees, or through a fundraising intelligence tool. As you would guess, a fundraising intelligence tool will help streamline this process. Depending on the tool, you can generate lists of prospective donors among individuals, corporations, and foundations. Most fundraising intelligence tools will let you run wealth screens, which help segment and sort your database into an actionable list of names. N SIT Y SCO RE STRONG PROSPECT Because the cultivation step requires leveraging as many wealth indicators as possible, you need to cast a wide net. GATHER CRITICAL INFORMATION, SUCH AS: • • • • • Real estate holdings Stock holdings Employer, job title, and salary information Estimated net worth Assets and wealth indicators (luxury vehicles, accredited investor status, etc.) After the relationship has been established and nurtured, it’s time for the gift ask. Equipped with profiles and research, the development team can finalize the solicitation strategy. Any additional background research within your fundraising intelligence platform will be beneficial, and maybe even the difference between a four, five, or six-figure gift. Cultivation Tips Organize your work by keeping prospects and associated records in one place. Learn valuable information about a prospect's propensity, affinity, and capacity to provide context when developing the relationship. Analyze patterns across all profiles to identify ideal major gift donor characteristics specific to your organization. CREATE A PLAN FOR EACH PROSPECT During cultivation and solicitation many organizations use a donor management system to track activities and planned solicitations. Be sure to share and incorporate the prospect research team’s findings with the fundraising team. This will help with relationship building as well as with determining the solicitation strategy. Stewardship Congratulations! You’ve secured a gift for your nonprofit. After securing the gift, the work doesn't stop! Be sure to thank the donor while communicating your gratitude for the donation. To help them feel confident their donation is making a positive difference, invite them to stay connected with your organization. With time, you should clearly communicate the impact the gift has made. And don't forget, this is a cycle! After you receive a gift, your future communications will be the start of the next discovery, cultivation, and solicitation cycle. 04/21 See how moves management can help you find more long-term donors, faster. Contact us today for a demo. 11 (800) | iWave.com (800)655-7729 655-7729| |info@iWave.com info@iWave.com | iWave.com © 2021 iWave Information Systems Inc. All rights reserved. The iWave logo is a registered trademark of iWave Information Systems, Inc.
