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.

CONNECTIVITY MATRIX ANNUAL FUND PLANNED GIFTS Low Passion for your Organization High LowHigh Major Gifts 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 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? Transactional Primary: Museum positively impacts my community Transformative Upper level donors gain more access to the collections

Membership Program Development Program Event driven – openings, receptions Benefits include free admission, magazine Affiliation – “I am a member of” Social Transactional Broadly Educational Ask for support for a particular program Treats donors as motivated beyond benefits Affiliation with donor group Social Transformative gifts towards Vision 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 MaGIC Interviews with volunteers Newspaper articles Google Research staff position Lists of donors to similar organizations.

Traditional Stewardship Models 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!