Romancing the Moves (Management)
Moves management. Sounds really sexy, doesn't it? Not really. But if not done correctly, you will be an utter failure as a major gifts officer (MGO).
When I'm in a room with MGOs and we start talking about vision and inspiring donors to give, putting together goals and strategy, I see faces light up. Then, when I start talking about executing these goals through solid moves management, documenting these moves into your database and being accountable to them, folks turn sour.
"Gosh, can't we just have an overall goal and you just let us do what we want to make that goal?" Sounds freeing, doesn't it? Except, it doesn't work.
Without the hard work of the daily executing of the strategic plan (moves management), the goal doesn't get reached. This is where a major gifts program fails for a majority of nonprofits.
Most nonprofits Richard and I encounter have at least some kind of plan, but when it comes to executing the plan there is no solid management and accountability to the plan. Without it comes absolute failure.
So, in my attempt to inspire you regarding "moves management," I would like you to think of it the same as wooing a lover.
As you would a donor, you also have to woo a lover. First you ask this person out. Just like you would qualify a donor. You're trying to get to know this person to see if it's a real fit.
OK, you've had your first couple of dates, and yeah, this seems like there is some compatibility. You may send flowers or a token of affection after these first encounters. Why? To let the person know you are interested ... that you liked the first date.
With your donor, you are sending a thank-you note and a nice letter or email.
Jeff Schreifels is the principal owner of Veritus Group — an agency that partners with nonprofits to create, build and manage mid-level fundraising, major gifts and planned giving programs. In his 32-plus year career, Jeff has worked with hundreds of nonprofits, helping to raise more than $400 million in revenue.