Moves Management: A Primer

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Moves Management A Primer
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What is Moves Management?

• If you dont 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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CONNECTIVITY MATRIX
High
Low
ANNUAL FUND PLANNED GIFTS
Low
High
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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How do you transform members into donors?
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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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Members Believe Donors Believe

• Primary Whats in it for me?
• Transactional

• Primary Museum positively impacts my
  community
• Transformative
• Upper level donors gain more access
  to the collections

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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.

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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

• Producers 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 Gods 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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How do you implement this technique?
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Determine the Stations 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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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.

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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

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Thank You!