{"id":10915,"date":"2024-04-09T00:00:00","date_gmt":"2024-04-09T07:00:00","guid":{"rendered":"https:\/\/pro-migration.local\/blog\/moves-management-salesforce-platform\/"},"modified":"2025-06-10T11:32:00","modified_gmt":"2025-06-10T18:32:00","slug":"moves-management-salesforce-platform","status":"publish","type":"post","link":"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/moves-management-salesforce-platform\/","title":{"rendered":"A Guide to Moves Management on the Salesforce Platform"},"content":{"rendered":"

This blog was written in collaboration with\u00a0<\/em>Karin Tracy<\/em><\/a>, VP of Marketing at\u00a0<\/em>F\u00edonta<\/em><\/a>, a mission-driven Salesforce partner committed to serving\u00a0<\/em>nonprofits<\/em>, foundations, and associations.\u00a0<\/em><\/p>\n

Focus on the donor, not the donation amount.<\/p>\n

That\u2019s the idea behind moves management, a method\u00a0coined and conceptualized<\/a>\u00a0by David Dunlop, a senior development officer at Cornell University. In practice, this process implores organizations to coordinate donor engagement and relationship-building efforts that lead to raising more funds.<\/p>\n

Dunlap describes moves management as \u201cchanging the person\u2019s attitude so they want to give.\u201d<\/p>\n

To curate an effective moves management cycle, your organization must have a system to plan, track, and report on your moves in a measurable way. This system and a comprehensive,\u00a0modern tech stack<\/a>\u00a0can help optimize your nonprofit\u2019s fundraising efforts, increase donor retention rates, and strengthen your relationship management skills.<\/p>\n

That\u2019s where Salesforce can help.<\/p>\n

The Basics of the Moves Management Process<\/h2>\n

Moves are an organization\u2019s actions to attract\u00a0<\/strong>prospective donors<\/strong>, build relationships with each individual through\u00a0<\/strong>donor cultivation<\/strong>, and advance its\u00a0<\/strong>fundraising strategy<\/strong>.<\/strong><\/p>\n

There are several\u00a0stages of moves management<\/a>, including:<\/p>\n

    \n
  1. Making potential donors aware: Aim to catch supporters\u2019 eyes and educate them about your cause. Target new donors\u00a0and<\/em>\u00a0current donors with engaging content that inspires them to support your fundraising goals.<\/li>\n
  2. Identifying and understanding donors: Determine which donors are able and willing to give. Identify their donation levels based on past or predicted behaviors in their donor journey. Use this information to prioritize prospects and strengthen existing relationships.<\/li>\n
  3. Qualifying top candidates based on giving behaviors: Evaluate candidates to determine which ones have the financial ability to become major donor prospects. Define how you\u2019ll engage with qualified versus unqualified candidates and how to reserve adequate time for those with promising wealth screening markers.<\/li>\n
  4. Making a clear ask: Ask for a set amount and clarify its intended use, as specificity is critical during outreach. For example, your nonprofit may request that a donor contribute $10,000 to cover the cost of 100 children\u2019s school uniforms, lunches, and lodging for the year.<\/li>\n
  5. Thanking donors every time: Follow up with thank-you messages promptly if a donor agrees to your ask. These messages should be genuine and personalized to the donor. In addition to handwritten\u00a0thank-you notes<\/a>\u00a0and phone calls, consider creative options like swag bags with branded merchandise.<\/li>\n
  6. Stewarding the relationship to retain donors: Keep in mind that\u00a0donor stewardship<\/a>\u00a0goes beyond simply thanking donors after they give. To retain donors, follow up often to strengthen the relationship and learn more about them. Share updates and impact reports about the project, event, or other initiative their gifts funded.<\/li>\n<\/ol>\n

    Your nonprofit may need to cycle through these steps multiple times to nurture and preserve the relationship. For example, you should revisit the qualifying step if a donor\u2019s financial situation changes. Donor stewardship and thanking supporters are continuous processes your organization should practice regularly to show gratitude.<\/p>\n

    How to Enable Moves Management in Salesforce for Nonprofits<\/h2>\n

    Start planning your moves management process by understanding the differences between moves management in the Nonprofit Success Pack (NPSP) and the\u00a0Nonprofit\u00a0Cloud<\/a>. Nonprofit Cloud’s unique data model allows you to conduct the process in a way that makes the most sense for your organization\u2019s target audience.<\/p>\n

    Once you choose a model, identify the prospect details to track as you begin the planning phase. Tracking different types of information gives you a deeper understanding of your donors\u2019 personas and their affinity for your cause.<\/p>\n

    To establish a baseline of information, track donors\u2019:<\/p>\n