Many nonprofits struggle to convert supportive but sporadic donors into committed major givers. Yet organizations that adopt a systematic approach often report higher gift amounts, stronger donor retention, and deeper relationships. This approach is known as moves management—a structured method of planning and tracking each interaction or “move” that nudges a donor from initial awareness to a transformational gift.
By mapping out every stage of the donor journey, nonprofits can anticipate needs, personalize outreach, and ensure no valuable donor falls through the cracks. A defined moves management framework makes your fundraising efforts more efficient and fosters genuine, long-term connections with donors. When properly executed, it can supercharge your major donor pipeline and drive sustainable growth for your mission.
What is “Moves Management?”
At its core, moves management revolves around intentional “moves,” or touchpoints, that bring a donor closer to your organization’s mission. These moves might include personalized emails, phone calls, in-person visits, or event invitations—all designed to build trust and show appreciation. The process hinges on careful planning: selecting the right prospect, determining the next appropriate move, and assigning someone to carry it out. After each move, you record outcomes and insights, informing the next step. Over time, these purposeful interactions help guide a donor from initial interest to enthusiastic supporter.
How It Differs from Ad Hoc Fundraising
Unlike an ad hoc approach—where outreach might happen sporadically or only when there’s an urgent need—moves management relies on a structured sequence of actions, tracked in a centralized system. This consistency ensures no donor slips through the cracks and enhances collaboration among staff, volunteers, and board members. Additionally, the method fosters transparency and accountability since every conversation and decision is documented. Ultimately, moves management brings a sense of strategy and predictability to donor cultivation, leading to stronger, more sustainable major donor relationships.
Getting Ready to Implement a Moves Management System at Your Nonprofit
Before implementing a moves management process, your organization must have well-defined short-term and long-term revenue targets. These benchmarks will help determine the pacing and intensity of your cultivation efforts. The entire team—from executive leadership to development staff—needs to embrace the strategy. Moves management works best when everyone understands the goals and commits to the necessary tasks, whether logging donor interactions or scheduling regular check-ins.
Building a Solid Data Foundation
An accurate, up-to-date CRM is essential for tracking each interaction, so begin by cleaning up donor records. Remove duplicates, verify contact details, and capture crucial data points like donation history, event attendance, and engagement metrics (e.g., email opens). These insights inform the moves management process, helping you personalize outreach and prioritize donors with high potential.
Defining Your Major Donor Pipeline
Next, establish the minimum gift level that qualifies as “major” in your organization—this can vary widely, from $5,000 to $100,000 or more. With those thresholds in place, outline how prospects enter the pipeline (through prospect research or staff referrals) and when they may be removed (e.g., after a year of inactivity). This helps keep your focus on the most promising donor relationships.
Stage #1: Identification
The identification phase begins with thorough prospect research, which involves analyzing wealth capacity and donor affinity. Wealth screenings highlight a potential donor’s financial ability to give, while affinity indicators—such as past philanthropy, volunteer involvement, or personal interests—help gauge how aligned they might be with your organization’s mission. By combining multiple data sources, including your CRM and specialized prospect research tools, you can hone in on high-value candidates most likely to respond positively to a targeted cultivation effort.
Establish Criteria for Selection
To narrow the field, balance two key factors: a donor’s capacity (financial means) and engagement history (how often they donate, attend events, or volunteer). This dual assessment ensures you focus on individuals with the resources and the motivation to contribute significant gifts. From here, create a shortlist of donors worthy of immediate cultivation, documenting each prospect’s specific interests and any relevant relationship insights to guide your next moves.
Stage #2: Cultivation
Cultivation is all about deepening a prospect’s connection to your cause. Start by learning about their philanthropic history, personal interests, and past involvement with your organization. Then tailor your outreach accordingly: a phone call to say thank you for a recent gift, a personal email highlighting a program that aligns with their passions, or a one-on-one meeting to explore how they might get more involved. Such personalized touches convey genuine appreciation and demonstrate that you value their insights and input.
Engagement Strategies
As the relationship unfolds, consider inviting prospects to exclusive events or behind-the-scenes tours, giving them a firsthand look at your programs. Share stories of individuals or communities impacted by your work, and provide updates illustrating tangible results. By showing donors the real-world impact of their support, you help them envision a more significant role in your organization’s success.
Tracking Progress
Throughout cultivation, document every interaction in your CRM. Track milestones like the first meeting, site visit, or pre-solicitation conversation. This organized record-keeping ensures continuity between staff members, maintains momentum, and helps you identify the right time to move the prospect to the solicitation phase.
Stage #3: Solicitation
When you’re ready to solicit a major gift, craft an ask or proposal that aligns with the donor’s interests and demonstrated capacity. Use the insights you’ve gathered during cultivation—such as their philanthropic passions, professional background, and preferred communication style—to tailor both the message and the medium of the ask. Consider involving the right players: an executive director, program lead, or even a fellow donor who shares the same philanthropic focus can lend credibility and help personalize your request.
Timing & Strategy
Choosing when to make the ask can be just as critical as how you make it. Gauge donor signals—like enthusiastic responses to recent updates or expressions of readiness to get more involved—to determine the ideal moment. Explore alternative giving methods that might resonate, such as matching challenges, naming opportunities, or multi-year pledges, which allow donors to scale their impact.
Handling Objections or Delays
Anticipate concerns about timing, financial commitments, or competing interests. Have relevant materials to address these questions, whether it’s a detailed budget breakdown or stories of tangible program results. If a donor hesitates, follow up promptly with additional information or an adjusted ask, keeping communication lines open for when they’re ready to move forward.
Stage 4: Stewardship
When a major gift is received, reach out with a heartfelt, personalized thank-you. Whether it’s a handwritten note or a phone call from your executive director, prompt recognition makes donors feel valued. If appropriate, celebrate their contribution publicly—through social media or newsletters—while respecting any preferences they may have regarding anonymity.
Ongoing Relationship Building
Stewardship doesn’t end once the check clears. Continue sharing updates, success stories, and program milestones to show donors how their gifts are making an impact. Invite them to site visits or exclusive gatherings so they can see your work firsthand and stay engaged with your mission.
Preparing for the Next Ask
Major donors often welcome opportunities to make a more profound or continued impact. Keep them informed about new initiatives or strategic goals, so they remain aligned with your organization’s vision. Track all stewardship activities in your CRM, ensuring you have the context to personalize future asks and maintain a meaningful relationship.
Tracking and Evaluating Your Moves Management Process
A robust CRM system is essential for monitoring donor movement through each stage of moves management. Use built-in dashboards and reports to track key metrics, such as conversion rates from identification to cultivation, average gift size, and donor retention rates. These insights highlight areas where your team excels and where additional focus might be needed.
Team Accountability
Regular check-ins or stand-up meetings ensure everyone stays on the same page regarding donor progress. Assign clear responsibilities for each move—such as scheduling meetings or sending follow-up materials—so each team member knows exactly what needs to be done and when. This level of accountability keeps the process moving smoothly and reduces the chance of missed opportunities.
Refinement and Adjustments
Make time for periodic reviews of your moves management workflow. Identify bottlenecks—perhaps too many prospects are stalling at cultivation—and adjust strategies accordingly. Continuous improvement means analyzing what’s working, discarding what’s not, and refining future moves to secure stronger donor relationships.
Making Moves Management Matter for Your Nonprofit
Moves management provides a clear roadmap for building stronger, more meaningful relationships with major donors. By systematically identifying, cultivating, soliciting, and stewarding your supporters, you ensure no opportunity is overlooked and every interaction is purposeful. Integrating this framework into your organization boosts giving levels and fosters a long-term commitment to your mission. With careful planning, consistent follow-up, and regular performance reviews, moves management can transform your major gift program into a powerful, sustainable engine of support.
