Raise More with Moves Management

The Cogeo leadership team has always encouraged organizations to focus on development, rather than simplistic fundraising. Another way to say this is to focus on growing relationships with donors, rather than one fundraising event at a time. This is known as a strategy called Moves Management.

What is Moves Management?

This is a fundraising strategy built around major-gifts donors. A major gift is a donation that equals or exceeds .1% of an organization’s annual budget, so those donors who offer a gift of that size are considered major gifts donors. For instance, if your nonprofit has a budget of $500,000, and someone donates $500, they would be considered a major gift donor.

Giving direct attention to donors who are willing and able to make a significant contribution to your organization will make your fundraising efforts sustainable and effective.

Learn how to identify, approach, and engage major gift donors »

The Life of a Donor

As a donor-centric strategy, Moves Management is best explained by taking an in-depth look at the life cycle of a major gift donor.

IDENTIFY

Cogeo prefers to identify major gifts donors through a highly scientific wealth screening. In this process, we’ll run a series of tests on an organization’s database to uncover the wealthiest community members. To learn more about wealth screenings, chat with Cogeo.

For those unable to execute a wealth screening, a proper first step is to identify community members, board members, and other key individuals who have affinity for the organization, are well connected within the community, and (hopefully) have affluence.

QUALIFY

Take note of the involvement that the major gift prospect has had with your organization. Has this individual donated to the organization before? At what amount and how regularly? These answers will help you determine the ease in which you’ll be able to cultivate and solicit the prospect. Plan your approach accordingly.

CULTIVATE

Invite the prospect to have a one-on-one meeting with your organization's Executive Director (or whoever will be soliciting the prospect). Carefully consider the way in which the individual would like to be approached. For instance, if this person is highly involved with the organization, it may be easiest to approach them in person. Otherwise, they may prefer an email or a phone call:

Hello {Prospect},

We have some exciting changes happening within {Organization}. We have officially launched a development campaign to raise funds for {reason for campaign}.

I’m excited to begin discussing the impact that this campaign will have on the future of our organization. Because of your involvement and support, I would like to sit down and discuss the details and opportunities with you.

Would you be willing to meet with me sometime next week?

Sincerely,

{Executive Director}

SOLICIT

Once you’ve obtained the meeting with the prospective donor, you’ll prepare to make your ask. Do your best to know what interests this individual about your organization ahead of time. Have they donated to a specific program in the past? Have they volunteered for a particular event? Tailor the meeting around their interests. If you’re unsure, touch on each program and pay close attention to the prospect’s body language and types of questions. A case statement is a very helpful tool before and during a prospect meeting.

Then, make your ask! Based on your organization’s goals and the information you know about the prospect, you may feel comfortable asking for a specific amount. Otherwise, you may simply ask them to donate “an amount they are comfortable with”. Once you make your ask, sit quietly until they respond.  A helpful note: There are 7 different types of philanthropists, and not one is offended when asked for a donation. No matter what number they agree to, treat them as if they’ve pledged a million dollar donation.

Learn all about the 7 types of philanthropists »

STEWARDSHIP

Once a major gift prospect becomes a major gift donor, they become a steady part of your stewardship schedule. First and foremost, you’ll want to immediately thank them for their donation either by email or written note and send them a donation receipt (if they haven’t already automatically received this through your donation platform):

Dear {Major Gift Donor},

On behalf of everyone at {Organization}, I would like to thank you for your generous donation to our organization. You are making a real difference in the lives of the youth we serve and our community as a whole. We are so grateful for your involvement, and your gift will be instrumental in empowering more youth to benefit from the leadership development programming at {Organization}.

We look forward to periodically updating you on the impact of your investment, our successes, and additional {Organization} news as we progress forward.

Kind Regards, 

{Executive Director}

--

Dear {Major Gifts Donor},

Your funding donation was successfully received on {Date}.

Amount ${Amount}

{Organization} is a public nonprofit charity exempt from taxation with the IRS ({EIN}).

This receipt confirms that no goods or services were promised or received with this gift in exchange for your donation. {Organization} explicitly prohibits offering goods or services in exchange for donations. All donations are final, nonrefundable and tax deductible to the fullest extent allowed by law as a charitable contribution to {Organization}.

Then, using a database like Salesforce, keep careful track of donor records and schedule stewardship tasks. Set alerts to notify the donor on a quarterly basis. The first outreach should occur 3 months after the initial donation is received either through email or written letter and should include:

• An update on how ¼ of their donation was spent in the past 3 months

• Program updates

• Summary of any recent events

• Other successes

Always include metrics during these updates if possible. You will continue to send quarterly updates throughout the year. Within the 4th quarter update, be sure to ask to meet again either by phone or in-person. This will start them on an annual donation cycle.

But Why?

These tactics allow your organization to fundraise smarter, not harder. These donors not only have the potential of contributing high-dollar donations to your organization, but they may have access to other high-net-worth individuals, companies, or foundations.

The more personal and attentive your stewardship tactics are with these individuals, the more likely you are to retain them and encourage them to help your organization evolve.