In recent months, we’ve noticed a growing interest in the concept of moves management and how nonprofits can use this as a backbone to their engagement strategy. In this post we’ll break it down for you and tell you what it is and how you can use Salesforce and integrated tools to harness your own moves management process.
First of all, what is moves management?
David Dunlop, the Cornell University senior development officer who developed the concept of moves management, described the idea as “changing people’s attitudes so they want to give.” “Moves” are any actions that your organization takes to move someone from cultivation (prospects) to solicitation (donors). The objectives of a moves management process are to identify prospective donors, segment based on their potential value and donor profile, automate best practices for nurturing prospects, and analyze for improvements.
The novel part about this concept is that it focuses on the donor, not the donation amount. At its roots, moves management is based in concepts familiar to any marketer: know your audience, speak their language, and take care of them. This is why Salesforce (a tool built for cultivating marketing and sales pipelines) can be a great foundation for your moves management process. Here’s how:
1. Figure out how you want to track
First, decide on the levels that are important to you in tracking your donors or donor prospects. Traditionally, organizations divide donors by giving level, which may look something like this:
- Newsletter/blog subscriber
- One-time Donor
- Major Donor
- Recurring Donor
Pro tip: explore donor personas
While grouping donors by giving level in your database is often the first step, this is rarely how donors think of themselves. Consider the last time you gave to a local organization: do you think of yourself as “one-time donor”? Likely not. You probably think of yourself more in terms of demographic data and interests: where you live, how many kids you have, what media you pay attention to, etc. You are much more than your giving level.
So consider what it would look like to start thinking of Donor Types in terms of Donor Personas. To do this, you will need to conduct some interviews and talk with your co-workers to tease out some common characteristics between donors of each level. See UpRaise Consulting’s tips and examples of how to create donor profiles by downloading our CRM Starter Kit.
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