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2012 Pre-Conference Workshop
Transcript of 2012 Pre-Conference Workshop
Through Moves Management
Fundraising Industry Term: "Moves Management"
tracking and planning your donor interactions
reporting your progress to others at your institution
selecting, cultivating, soliciting and stewarding your donors efficiently
A series of initiatives or moves to develop
each prospect's awareness of, knowledge
of, interest in involvement with, and
commitment to the institution and its
A disciplined and intentional process
Using “moves” and “managers”
To keep donors and prospects interested in a nonprofit organization
"The scientific part of fundraising”
The Process – Six Key Steps
Plan the most
check plans with others involved
to the individuals involved
Success is based on
Plan the most beneficial next moves
Coordinate and Check Plans with Others Involved
Execute the Moves
Steps in Donor Cultivation, Solicitation
capacity and propensity
both active and
cards, email (touches)
and group meetings
(seminars and presentations)
phone updates and
areas of interest
Confirm and strengthen
the prospect's affinity,
and likelihood of giving.
a strong relationship
with the prospect
Who can contribute
to further cultivation
or stewardship to
CEO or board member
who can convey
Have the donors'
needs been met?
Have we advanced the
relationship with the
donor and the institution?
How effective was
Are there clear
next steps and
Will the donor
also give annually/
be a major donor?
Is the right
to the donor?
Robert Stein, CFRE, CEO
Lisa Ondak, Senior Consultant
PMDMC Pre-conference Workshop
July 11, 2012
From Major Giving
Welcome and Introduction
Best Possible Outcome
Why do donors give?
5. Community responsibility/pride
4. Regard for leadership
3. Fiscal stability of institution
2. Respect for institution locally
(Jerold Panas, Mega Gifts)
Building the Case
1. Belief in mission, vision and values of the organization
What are some of the case points for public media?
Why are our services important?
How do we touch people and affect lives?
Involves moving donors from a transactional relationship to a relationship based on the mission, vision and values of your organization.
Strengthens ties between station and donor
Creates a sense of ownership
Builds a long-term relationship between the organization and donor that is beneficial to both
Aligns philanthropic giving with the strategic vision
Leads to long-term financial support and station success
If your station didn’t exist in five years, how would it be remembered?
Overview of all the activities you want to accomplish during the year
Description of how you are going to achieve them
Roadmap by which you can measure progress throughout the year
Understanding of strategic plans
Communication without an "ask"
Preparing the Way
Launching Your Club
Where are We Going?
True major gifts
Creating Action Plans for Donors
Moving donors through the giving continuum
Top 20 Donors
Strategies for donor groups
Identifying top donors
“Professional and volunteer fundraisers need to turn their considerable skill to the majority of donors who give and then either stop giving or reduce their giving, or choose not to increase the amount of money they give. Time and resources should not be focused on acquisition but on reinforcing existing donors’ support.”
Penelope Burk, Donor-Centered Fundraising:
How to Hold On To Your Donors and Raise Much more Money
Publisher: Cygnus Applied Research, Inc./Burk & Associates Ltd. 2003
What are we talking about?
Why is this important?
Make the organization a priority
Lead by example
Make the most generous gift possible
Help with development planning and implementation
Serve as a community representative for the station
The Essential Role of Board Members
What is your commitment?
Review donor’s files
What you are trying to accomplish?
Determine who is going
Prepare to listen
Introduce, thank, engage,
explain, build, cite examples
answer, address objections,
follow up, thank you
then be quiet
Answer any questions
Send follow up materials
Plan next steps
Fundraising is how we give people opportunities to act on their values. People don't want to give away money. They want to invest in great causes, in bold and exciting dreams.
Talking with Our Donors
Ernie Post and Reva Tyler
Break into two groups
20 minutes to review profiles
Two designated solicitors from each group
Each role play is a face-to-face ask
Teams have 10 minutes to complete objective
What was effective?
What techniques were less successful?
What would you do differently?
Preparation and Planning