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Sponsored by:A Service
Of:
Major Gifts:
Moves Management Made Easy
Jennifer Darrouzet
January 10, 2012
Sponsored by:A Service
Of:
Protecting and Preserving the
Institutional Memories of
Nonprofits Since 1993
www.cjwconsulting.com
(866) 598-0430
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Of:
Affordable collaborative data
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Today’s Speaker
Jennifer DarrouzetCommon Ground Product Development
Convio
Assisting with chat questions: April Hunt, Nonprofit Webinars
Hosting:
Cheri Weissman, CJW Consulting & Services, Inc.
When Asked, Donors Say
“YES”
Give Again
“YES”
Increase
Amount
From Donor Centered Fundraising, by Penelope Burke
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
Moves ManagementThe system of policies, procedures, and practices
that directs the actions a nonprofit takes to bring in
donors, forge relationships, and generate major gifts
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
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
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
Keeps constituents moving along
the relationship continuum:
Good Moves Management…
Identify
Stage 1
Repeat
Stages
1-3
Qualify
Stage 2
Cultivate
Stage 3 Stage 4
Stage 5
Process
Stage 6
StewardSolicit
Common Obstacles to Adoption
The Naysayer says Needs to hear Needs to believe
1. “This is a fad, and it will go
out with the tide.”
It builds on what’s worked for
you, & serves to spotlight what
you’ve got working.
It’s not that different from what
I’m doing now; it’s just more
productive & predictable
Common Obstacles to Adoption
The Naysayer says Needs to hear Needs to believe
1. “This is a fad, and it will go
out with the tide.”
It builds on what’s worked for
you, & serves to spotlight what
you’ve got working.
It’s not that different from what
I’m doing now; it’s just more
productive & predictable
2. “Uninformed outsiders will
recommend a bunch of tasks
that won’t work with our
issues & our donors.”
We can’t do this without you,
because you know our donors &
what works (& what doesn’t) with
them.
I’ll get to craft our org-specific
moves, based on my hard-won
experience and intimate
knowledge of our donors
Common Obstacles to Adoption
The Naysayer says Needs to hear Needs to believe
1. “This is a fad, and it will go
out with the tide.”
It builds on what’s worked for
you, & serves to spotlight what
you’ve got working.
It’s not that different from what
I’m doing now; it’s just more
productive & predictable
2. “Uninformed outsiders will
recommend a bunch of tasks
that won’t work with our
issues & our donors.”
We can’t do this without you,
because you know our donors &
what works (& what doesn’t) with
them.
I’ll get to craft our org-specific
moves, based on my hard-won
experience and intimate
knowledge of our donors
3. “We’ll waste precious time
that would be better used on
[insert alternate approach].”
Time cultivating donors is time
well spent. With moves, you’ll get
more out of the work you invest,
securing the largest gifts
possible.
This is the best investment I can
make in cultivating my donors,
and building our overall donor
base to maximize support for all
of us long-term
Common Obstacles to Adoption
The Naysayer says Needs to hear Needs to believe
1. “This is a fad, and it will go
out with the tide.”
It builds on what’s worked for
you, & serves to spotlight what
you’ve got working.
It’s not that different from what
I’m doing now; it’s just more
productive & predictable
2. “Uninformed outsiders will
recommend a bunch of tasks
that won’t work with our
issues & our donors.”
We can’t do this without you,
because you know our donors &
what works (& what doesn’t) with
them.
I’ll get to craft our org-specific
moves, based on my hard-won
experience and intimate
knowledge of our donors
3. “We’ll waste precious time
that would be better used on
[insert alternate approach].”
Time cultivating donors is time
well spent. With moves, you’ll get
more out of the work you invest,
securing the largest gifts
possible.
This is the best investment I can
make in cultivating my donors,
and building our overall donor
base to maximize support for all
of us long-term
4. “Donors will be able to tell
we’re not being spontaneous.”
Donors will feel valued,
appreciated and engaged with
our organization. Your org can
support your cultivation efforts
(clearing calendars, collateral
ready, etc).
I’ll develop closer relationships
with donors, who will get more
engaged & involved. I won’t get
push back. Obstacles will be
cleared, allowing us to focus on
maximizing these relationships.
Don’t Throw Out
the Tried & TrueBuilding Your Plan
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
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?
- What must they feel?Standard “proof-point” moves are like
building blocks you use again & again
Standard Moves (Samples)
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
PerformanceMeet the Candidates Community Meal
Facility Tour
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
Get theGuide
Moves Plan – The Old Way
Moves Plan – The Easy Way
POLL
CC:
FW:
RE:
Progress Tracking – The Old Way
RE: Sara’s asked what we need
RE:
RE:
RE:
RE:
CC:
CC:
CC:
CC:
Progress Tracking – The Easy Way
Progress Tracking – The Easy Way
Progress Tracking – The Easy Way
Progress Tracking – The Easy Way
Progress Tracking – The Easy Way
38% is the average yearly turnover for an organization. Relationship datalives 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.
Institutional
Memory
Triggers to Move ForwardCultivation Milestones & Making Progress
Identification Stage
What Happens Here?• Decide you want to do a campaign.
• Who do you know that would give
• 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.
Probability
5%
Qualification Stage
What Happens Here?• Research your prospects.
• Perform wealth screening
• 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.
Probability
10%
Cultivation Stage
What Happens Here?• Evaluate top prospects based on greatest
inclination, capacity & readiness.
• 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.
Probability
20%
Solicitation Stage
What Happens Here?• Develop proposal
• Determine who is doing the ask
• 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.
Probability
40%
Negotiation & Review Stage
What Happens Here?• Verbal commitment
• Terms to be confirmed
• Recognition elements may not be final
What Are My Next Steps?1. Drive to closure quickly, or it becomes “stuck”
Probability
80%
Processing Stage
What Happens Here?• Once the donor accepts the proposal and decides
on the amount and how they’d like to structure their
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.
Probability
100%
Stewardship Stage
What Happens Here?• The donor is fully thanked for the gift and a
stewardship plan to update the donor about their
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.
Probability
n/a
• Memorize 3 things to accomplish with any move
After this move
• The prospect will feel _____________
• The prospect will know ____________
• I will know ______________________
Pre-Move Checklist
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?
Prospect Research – The Old Way
Prospect Research – The Easy Way
Wealth Screening – The Old Way
Wealth Screening – The Easy Way
Wealth Engine Screening Service–
Find the Millionaire Next Door
Stewardship – The Old Way
Crystal ball image? Or reading tea leaves?
Stewardship – The Easy Way
Stewardship – The Easy Way
Stewardship – The Easy Way
Track & MeasureMetrics & Methods to Evaluate Progress
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?
Weekly Progress – The Easy Way
Projecting Major Gift Revenue – The Old Way
Projecting Major Gift Revenue – The Easy Way
$12,000.000 10%
Prospecting
Projecting Major Gift Revenue – the Easy Way
20%
20%
$40,800
Getting Your Board
MovingEasy Ways the Board Can Help
Board Involvement – The Old Way
Sample Dashboard #1
Jen has dashboard image and will send
How To Get Started& Make Your First Move
Moves Plan – James & Kayla Martin
Stage Planned Moves Who?
Identification
Qualification
Cultivation
Solicitation
Negotiation
Stewardship
Moves Plan – James & Kayla Martin
Stage Planned Moves Who?
IdentificationBoard member sourced ✔ Board Member
Lunch with Dev Director ✔ Dev Director
QualificationConfirmed gave $10K to AHS ✔ Dev Associate
Wealth Screen ✔ Dev Associate
Cultivation
Facility tour & mentor interview Dev Director
Lunch with ED & Board Chair ED/Board Chair
Community meal Vol. Coordinator
SolicitationPrep Sourcing Board Member Dev Associate
Ask Board Member
Negotiation TBD TBD
StewardshipDonor Reception Dev Associate
Philanthropist nomination? Dev Associate
• 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 __________________
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
Pre-Move Checklist
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
(what was intent of this move)
See the resources provided to our kids, and meet a long-
standing mentor
7 What did the org communicate to the donor?
(including any packets or gifts packets or other materials
delivered)
Copy of mentoring DVD, pamphlet re: community collaboration
in support of our at-risk youth
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)
James & Kayla BOTH named individuals who made a
difference to them as mentors. James talked about Charlie
Beard, who took him under his wing when…. Kayla described
a teacher who encouraged her to pursue summer studies in …
9 Were any follow-up actions discussed? (studies,
articles, or introductions to other stakeholders. who will
ensure these happen & when are they “due”?)
Rachel needs to find the study re: 3rd-grade reading-test failure
rates and how this is used by the county to project the number
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
move, when should it happen, and whose
responsibility is it to make it happen?
Jennifer will invite them to attend Gala at Jeanne’s table
Post-Move Record
It’s not “Management” if not measured!
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