Many nonprofits struggle to convert supportive but sporadic donors into committed major givers. Yet organizations that adopt a systematic approach often report higher gift amounts, stronger donor retention, and deeper relationships. This approach is known as moves management—a structured method of planning and tracking each interaction or “move” that nudges a donor from initial awareness to a transformational gift.
By mapping out every stage of the donor journey, nonprofits can anticipate needs, personalize outreach, and ensure no valuable donor falls through the cracks. A defined moves management framework makes your fundraising efforts more efficient and fosters genuine, long-term connections with donors. When properly executed, it can supercharge your major donor pipeline and drive sustainable growth for your mission.
What is “Moves Management?”
At its core, moves management revolves around intentional “moves,” or touchpoints, that bring a donor closer to your organization’s mission. These moves might include personalized emails, phone calls, in-person visits, or event invitations—all designed to build trust and show appreciation.
Focus on quality over quantity. Each interaction should add value to the donor relationship.
The process hinges on careful planning: selecting the right prospect, determining the next appropriate move, and assigning someone to carry it out. After each move, you record outcomes and insights to inform the next step. Over time, these purposeful interactions help guide a donor from initial interest to enthusiastic supporter.
How It Differs from Ad Hoc Fundraising
Unlike sporadic outreach, moves management relies on a structured sequence of actions, tracked in a centralized system. This consistency ensures no donor slips through the cracks and enhances collaboration among staff, volunteers, and board members. Moves management fosters transparency and accountability by documenting every conversation and decision, bringing strategy and predictability to donor cultivation.
Getting Ready to Implement Moves Management
Set Clear Goals
Before implementing moves management, establish well-defined revenue targets—both short-term and long-term. These benchmarks will determine the pacing and intensity of your efforts. Ensure alignment across your team, from leadership to development staff. Moves management thrives when everyone understands the goals and commits to the necessary tasks, such as logging donor interactions or scheduling regular check-ins.
Shared ownership of goals among your team creates accountability and increases the likelihood of success.
Build a Strong Data Foundation
An accurate, up-to-date CRM is essential for tracking interactions. Start by cleaning up donor records:
- Remove duplicates.
- Verify contact details.
- Capture data points like donation history, event attendance, and engagement metrics (e.g., email opens).
These insights will inform the moves management process, helping you personalize outreach and prioritize high-potential donors.
Define Your Major Donor Pipeline
- Set Gift Thresholds: Determine the minimum gift level that qualifies as “major” for your organization (e.g., $5,000, $25,000, or $100,000).
- Outline Entry & Exit Criteria: Establish how prospects enter the pipeline (e.g., prospect research, staff referrals) and when they’re removed (e.g., after a year of inactivity).
The Four Stages of Moves Management
Stage #1: Identification
The identification phase begins with thorough prospect research. Analyze wealth capacity and donor affinity using data sources like your CRM and prospect research tools.
- Wealth Screening: Identifies a donor’s financial ability to give.
- Affinity Indicators: Gauge alignment with your mission through past philanthropy, volunteer involvement, or personal interests.
Selection Criteria
Focus on two factors: a donor’s capacity (financial means) and engagement history (frequency of donations, event attendance, or volunteer involvement). Create a shortlist of high-potential donors and document relevant insights to guide your next moves.
Stage #2: Cultivation
Cultivation is about deepening a prospect’s connection to your cause. Tailor outreach to their interests and history:
- Engagement Strategies: Send thank-you notes, highlight programs that align with their passions, and invite them to exclusive events or tours.
- Show Impact: Share stories of those impacted by your work and provide updates illustrating tangible results.
Regularly review donor interactions to identify patterns and adjust your approach as needed.
Track Progress
Document every interaction in your CRM. Milestones—such as meetings or site visits—ensure continuity between staff and help you identify the right moment to transition to solicitation.
Stage #3: Solicitation
When you’re ready to ask for a major gift, tailor the proposal to the donor’s interests and capacity. Involve key players—executive directors or program leads—to personalize your request.
Timing & Strategy
Gauge donor readiness based on signals like enthusiastic responses or increased engagement. Explore options like matching challenges or multi-year pledges to enhance their impact.
Stage #4: Stewardship
After receiving a gift, express gratitude through personalized gestures (e.g., handwritten notes or phone calls). Share updates and success stories to show donors how their support is making a difference.
Preparing for Future Asks
Stewardship doesn’t end after a gift. Keep donors engaged by informing them of new initiatives and aligning them with your strategic goals. Document all stewardship activities in your CRM to maintain a meaningful relationship.
Consistent communication keeps donors engaged and paves the way for future contributions.
Tracking and Evaluating Your Moves Management Process
Key Metrics to Monitor
- Conversion rates between stages (e.g., identification to cultivation).
- Average gift size.
- Donor retention rates.
Use dashboards in your CRM to track progress and identify trends.
Team Accountability
Hold regular check-ins to ensure alignment on donor progress. Assign clear responsibilities for each move to maintain momentum and reduce missed opportunities.
Continuous Improvement
Review your moves management workflow periodically. Identify bottlenecks and refine strategies to strengthen donor relationships and improve outcomes.
Key Takeaways
- Moves management provides a structured roadmap for cultivating major donors.
- Intentional, documented interactions build trust and deepen relationships.
- A robust CRM and consistent team collaboration are essential for success.
- Regular evaluation and adjustment ensure your moves management process remains effective.
By systematically identifying, cultivating, soliciting, and stewarding donors, you’ll foster stronger connections and drive sustainable growth for your mission.
