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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. Major Gifts.

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What is moves management l.jpg
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.

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Major Gifts








Passion for your Organization

Created by Alexander Haas Martin & Partners, Inc. 2005

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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.

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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.

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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.

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Providing Guidelines

  • Set dollar goals

  • Determine number of solicitations

  • Guidelines for meaningful contacts monthly

  • Regular staff assessments – what is working?

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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

  • 40-50 solicitations annually.

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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.

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Primary: What’s in it for me?


Primary: Museum positively impacts my community


Upper level donors gain more access to the collections

Members Believe Donors Believe

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Event driven – openings, receptions

Benefits include free admission, magazine

Affiliation – “I am a member of”



Broadly Educational

Ask for support for a particular program

Treats donors as motivated beyond benefits

Affiliation with donor group


Transformative gifts towards Vision

Opportunities for personal contact.

Membership Program Development Program

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Marketing Research

  • How well do you know your members?

    • Surveys

    • Focus groups

    • Demographic profiles

    • Psychographic profiles “Looking Glass”

    • Interviews

    • Tracking visits, ticket purchases, events.

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Wealth and Philanthropy Screening

  • MaGIC

  • Interviews with volunteers

  • Newspaper articles

  • Google

  • Research staff position

  • Lists of donors to similar organizations.

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Traditional Stewardship Models

  • Producer’s Circle

  • Patron Member

  • “your $1000 donors”

  • Mrs. Betty Smith Legacy Society.

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What is a Donor-Centered Program?

  • Designing programs based on an understanding of the donor

  • See things from their perspective.

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Psychology of a Donor

What motivates someone?

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Psychology of a Donor

What motivates someone to give?

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Donor Motivational Segmentation

Understanding what motivates your members and donors.

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Seven Faces of Philanthropists

Written in 1994 by Russ Alan Prince and Karen Maru File – based on research of motivational segmentation.

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The Communitarian

  • Doing Good Makes Sense

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The Devout

  • Doing Good is God’s Will

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The Investor

  • Doing Good is Good Business

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The Socialite

  • Doing Good is Fun

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The Altruist

  • Doing Good Feels Right

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The Repayer

  • Doing Good in Return

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The Dynast

  • Doing Good is a Family Tradition

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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?

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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.

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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.

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  • 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.

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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