Moves Management: A Primer
What is Moves Management?
“If you don’t know where you are
going, any road will take you there...”
Moves Management- A system, a process
and a plan for building a relationship that
moves individual prospects to engaged,
passionate donors.
High
CONNECTIVITY MATRIX
Major Gifts
Low
ANNUAL FUND
PLANNED GIFTS
Low
Passion for your Organization
High
Created by Alexander Haas Martin & Partners,
Inc. 2005
What is a Move?
• Specifically tailored to the individual –
Donor Centered
• Increases engagement
• Increases involvement
• Increases your understanding of the donor
• Advance your strategies and goals
• Leads to solicitation
• Results in gift.
Setting Criteria for Major Gifts
Moves
• Identify types of moves
• Contacts- meaningful – has to make
progress in relationship
• Moves add new information
• Moves help present the case, introduce
leadership
• Moves result in presenting a proposal or
making an ask.
How do you Measure Success?
It must be Quantifiable:
• Number of solicitations and success rate
• Amount of money raised towards MGI
As a “trickle down”, you should have:
• More engaged donors
• More annual gifts
• Better attendance at events.
Providing Guidelines
• Set dollar goals
• Determine number of solicitations
• Guidelines for meaningful contacts
monthly
• Regular staff assessments – what is
working?
Benchmarks for a Good Major
Gifts Officer
• Prospect base – up to 150
• Expectations:
– One-third in active movement toward
solicitation
– One-third moving from small annual gifts to
major gifts
– One-third “suspects” being qualified and
introduced
• 40-50 solicitations annually.
How do you transform
members into donors?
Transforming Members into
Donors
• Requires marketing research on members
• Requires assigning members donor
motivation codes
• Requires tailoring communications and
programs to the psychological profiles of
members – not only their membership $$
level.
Members Believe
Donors Believe
Primary: What’s in it for me?
Primary: Museum positively
impacts my community
Transactional
Transformative
Upper level donors gain more
access to the collections
Membership Program
Development Program
• Event driven – openings,
receptions
• Ask for support for a particular
program
• Benefits include free
admission, magazine
• Treats donors as motivated
beyond benefits
• Affiliation – “I am a member of”
• Affiliation with donor group
• Social
• Social
• Transactional
• Transformative gifts towards
Vision
• Broadly Educational
• Opportunities for personal
contact.
Marketing Research
• How well do you know your members?
– Surveys
– Focus groups
– Demographic profiles
– Psychographic profiles “Looking Glass”
– Interviews
– Tracking visits, ticket purchases, events.
Wealth and Philanthropy
Screening
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•
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MaGIC
Interviews with volunteers
Newspaper articles
Google
Research staff position
Lists of donors to similar organizations.
Traditional Stewardship Models
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•
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Producer’s Circle
Patron Member
“your $1000 donors”
Mrs. Betty Smith Legacy Society.
What is a Donor-Centered
Program?
• Designing programs based on an
understanding of the donor
• See things from their perspective.
Psychology of a Donor
What motivates someone?
Psychology of a Donor
What motivates someone to give?
Donor Motivational
Segmentation
Understanding what motivates your
members and donors.
Seven Faces of Philanthropists
Written in 1994 by Russ Alan Prince and
Karen Maru File – based on research of
motivational segmentation.
The 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
How do you implement this
technique?
Determine the Station’s
Motivational Segmentation
• What areas will you use for segmentation?
– Collection focus?
– Community focus?
– Family legacy?
– Socialite
– Interest in education?
– Interest in outreach?
Utilizing Your Database as a
Development Tool
• PBS examples
– Pledge drives with “Brit com” coding
– Ability to track and pull reports on how a
member is utilizing benefits
– Tracking events and premium purchases.
Coding Member and Donor
Records
• Include event codes, interest codes, on
individual member records.
• Database coding of individual records makes
it possible to pull all members interested in
photography.
Events
• Create donor cultivation and recognition
events and programs that bring together
people by motivation NOT only their giving
level.
• Example: all photography enthusiasts may be
invited to a private photography lecture
whether they are $500 donors or $5000
donors.
Getting the Best: Biggest Gifts
Requires a lot or “Rights”
– The Right Strategy
– The Right person asking
• For the Right project
• And the Right amount
• At the Right time
Thank You!