Moves management is the process of identifying a potential donor and “moving” them from new prospect to major gift donor. Here is a brief overview of the moves management process and how iWave’s PRO can help along the way.
To begin, you must first know whom to look for. Prospect screening is vital for identifying new prospects.
Your best prospects and donors likely exist in your database already. You could prioritize existing constituents with an RFM score.
- Recency – The date of the last gift.
- Frequency – The cadence of a donor’s charitable giving.
- Monetary – The actual donation amount(s).
Don’t forget to screen and research outside your database too. With a prospect research tool, you may uncover new prospects who are closely connected with current donors or board of directors. You could also build lists in various datasets to identify prospects. Consider these list building opportunities available in PRO.
Qualification & Discovery
PROscreen is just the beginning of your research. Now you must qualify the prospect as the right prospect. The ideal major gift prospect will look different depending on your organization’s size, goals, and internal processes. That’s why iWave’s PROscore rating is fully customizable. You can adjust the rating settings to suit your organization’s unique specifications.
We recommend diving into VeriGift charitable donations records to learn about the prospect’s giving interests. The prospect’s propensity to give and affinity to your cause will have a strong impact on their overall PROscore.
Qualification and discovery is where PRO’s 360 Search capabilities really shine. First, you can search for records on your prospect across the entire suite. But a 360 Search may not catch everything you need in one go. Also consider searching within individual datasets.
Now you can start fleshing out the PROfile created from the screen with biographic details. Also look for data supporting the prospect’s propensity to give, affinity to various causes, and estimate their baseline capacity (often referencing just one or two wealth indicators).
Cultivation & Solicitation
The next step is about establishing and nurturing relationships. Now it’s time to dig deeper in PRO to determine the right time to ask and the right gift amount to ask for. Your research will inform the major gift ask and other aspects of a major gift officer’s interactions with the prospect.
Here is where you can develop a verified or strategic capacity rating. This typically involves leveraging as many wealth indicators as you can find. These may include:
- Real estate holdings
- Stock holdings
- Employer, job title, and salary information
- Estimated net worth
- Assets and wealth indicators (luxury vehicles, accredited investor status, etc.)
You’ve learned everything you need to know about your prospect. Now your fundraising team can finalize its gift ask and set up meetings. Your background research in PRO could be the difference between a four-, five-, or six-figure gift.
For more information on how prospect research informs gift asks, watch our recent webinar with fundraising consultant Paul D’Alessandro.
Congratulations! Your team secured a new major gift. But the work is not over yet.
Your team invested a lot of time, energy, and resources into securing that gift. Now you need to go back to the beginning of the moves management process.
Circle back and touch base. What has the donor been up to since they last met with the fundraising team? Conduct some preliminary research to identify changes in their business, liquidity, and charitable/political giving.
Take what you learned from your most recent moves management success (or failure). Apply those lessons as you identify new potential donors. Each time you begin the process over again, your work will become more efficient and streamlined.
Now that you have established a moves management strategy, it’s be up to you and your team to maintain and even expand it. Some of the most successful nonprofits hold weekly development meetings.
These meetings should include anyone involved in major gifts fundraising. This includes the executive director, development staff, administrative assistants, and key board members. Set aside time for discussion and delegate assignments with clear deadlines.
Moves management appears daunting on the surface, but it can be broken down into bite-sized, actionable steps that propel your fundraising program (and your organization as a whole) forward.
Want to learn more prospect research tips and strategies? Click the box below to get a copy of the Prospect Research Cheat Sheet.
About the author: Ryan McCarvill is iWave’s Content Manager. He joined the iWave team in 2016. Ryan enjoys meeting and learning from nonprofit professionals, researching trends in the nonprofit community, and offering strategies for development teams to use iWave’s solutions to meet and exceed their fundraising goals.