Moves Management and the Donor Life Cycle
What is Moves Management?
Moves management is a term used to describe the plan your organization sets in place to “move” an individual through the donor life cycle. There are broadly four stages in the donor life cycle — identification, cultivation, solicitation, and stewardship.
As your donor progresses in their ‘life cycle’, you will develop a stronger relationship with your donor and learn why they give. Each stage can be broken out into smaller stages depending on the size of a gift officer’s portfolio, or the time and resources available to the organization. By establishing plans for each stage, you can work with a large portfolio of donors and provide each one with a personalized giving experience.
At this stage, you are identifying prospective donors who have the ability and interest in giving to your organization. Research is important. You can look at past giving to other similar organizations or campaigns. You can get an idea of what they care about through research on their social media profiles or other publications.
Another way to learn more about prospective donors is identifying natural partners. These are the family, friends and colleagues of the prospective donor that already have a relationship with your organization. They can help you learn more about the donor and provide an introduction of your organization to the prospective donor.
The cultivation stage may take the longest, but it is the most important to establish a rapport with your prospect. Since you know an individual is a great fit for your organization, this stage should focus on demonstrating the effectiveness of your organization’s work and how the donor’s values align with your organization. Setting up meetings, going out to lunch, or inviting them to an event are all ways to cultivate a donor.
- Solicitation Stage
If you don’t ask, they won’t give! It is important to directly ask your prospective donor for a specific gift amount. By the solicitation stage, most prospective donors know what is coming, but without an ask, they won’t write a check. Effective “asks” make sure the donor sees the alignment in values and what their gift will do for the organization.
The goal of your organization should be to develop a relationship beyond the donor making a gift. Stewardship is an intentional plan set to thank your donors for their contribution to your mission. It is important to thank your donors early, often and in unique ways. These efforts can lead to donors wanting to give again and again. Stewardship can extend to encouraging them to volunteer, serve on the board or committee, become an advisor or become ambassadors for your organization in recruiting new donors.
Effective moves management comes down to establishing a plan and keeping organized. This is one reason why nonprofits are encouraged to use a CRM to manage their fundraising plans and donor information. Julep includes a Moves Management feature that helps you walk through the steps mentioned above. Whatever the size of your donor portfolio, the Moves Management feature allows gift officers to efficiently and strategically maintain their pipeline. Want to learn more? Sign up for a demo today!