Moves Management.  Sounds really sexy, doesn’t it?  Not really.  But, if not done correctly, you will be an utter failure as a major gift officer.
When I’m in a room with MGOs and we start talking about vision, how to inspire donors to give and 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 databases and being held accountable to them, folks turn sour.
“Gosh, can’t we just have an overall goal and then just be allowed to 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 gift program fails for a majority of non-profits.
Most non-profits 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.  And without it comes absolute failure.
So, in my attempt to inspire you regarding “moves management”, I would like you to think of it in the same as wooing a lover.
Granted, I haven’t dated for a while, but I am a wooer.  And, I have a good memory of when I tried to woo the woman who would become my wife.  I actually had a strategy.  And obviously, it worked.
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 good fit.
Okay, you’ve had your first couple of dates, and yeah, it seems like there is some compatibility.  You may send flowers or a token of affection after these first encounters.  Why?  To let him or her know you are interested…that you enjoyed the first date.
With your donor, you are sending a thank you note and a nice letter or e-mail.
As you go out together more often, with each encounter you’re trying to learn a little more about the other person. What are they passionate about?  What do they really care about in life?  Who inspires them?  What they want to do with their life?
These are all the same things you would ask a donor on your caseload.  Why?  Because you are trying to deepen the relationship.
Now, like a lover, the donor is also giving you clues.  Slow down or speed up.  Or they may be saying, “I need more time to think on my own,” or “I’m in. This is great. What more can we do together?”
If you are aware and listening, you will pick up on these subtle and not so subtle clues.  This is extremely important or the relationship will not move forward.
Now, just as you would confide in a good friend and get advice and a listening ear in helping you with a relationship, as an MGO, you need to allow yourself to have someone manage you and keep you accountable.
Because, UNLIKE a budding romance, you’re trying to woo 150 relationships at one time.  You know how hard it is with one relationship.  Trying to establish 150 relationships is impossible to do on your own.  This is why you need someone to hold you accountable and help you manage the “moves” you need to make.
And, just like a romance, you’re setting up all the “little moves” to make “asks”…both big ones and small ones.  And, who knows, perhaps eventually a really, really big ask!
You see, “moves management” doesn’t have to be boring or monotonous.  In fact, just like deepening a romance, it can be exciting, yet strategic; fun, yet purposeful; all leading to furthering the relationship.
I hear from many MGOs who tell me how difficult “moves management” is for them because it’s too much work.  Sometimes they just don’t see the relationship with a donor going anywhere.  Sometimes the MGO is trying and trying and nothing seems to happen.
Well, you know what?  Relationships are hard work.  It takes an enormous amount of effort, discipline and grace…yes, grace.  But, just like your relationship with your significant other, for your donors…IT’S WORTH IT!
With hard work and discipline comes joy and fulfillment – for you and for your donors.
Jeff