Moves Management for Nonprofit Fundraising Success: From Major Gifts to Planned Giving

Intro to the donor management lifecycle: a strategic approach 

In the dynamic landscape of nonprofit fundraising, understanding and guiding each donor’s journey is paramount. Moves management is a strategic approach to donor engagement that relies heavily on data to determine the most effective next steps in cultivating relationships.  

By leveraging comprehensive data insights, nonprofits can personalize interactions, anticipate donor needs, and foster deeper connections, ultimately enhancing donor management and increasing major gifts and planned giving opportunities. 

Motivated by numbers? This Report on Nonprofit Sector Trends by the Fundraising Effectiveness Project (FEP) presents an encouraging stat to start with:

What is moves management?

Moves management is the strategic process of guiding donors from initial engagement to repeated giving. Think of this strategy as a roadmap for transforming supporters into long-term advocates for your nonprofit’s mission. Each “move” is a planned action that advances the donor’s relationship with the organization.  

Moves include actions such as personalized communications, invitations to events, and tailored appeals. By systematically planning and tracking these interactions, nonprofits can ensure that each donor receives the appropriate attention and engagement at every stage of their journey. 

Understanding the donor management lifecycle

Understanding the donor lifecycle is crucial for effective moves management. Specifically, this lifecycle typically includes the following action points: 

• Identify: Recognize potential donors through research and data analysis
• Qualify: Assess a prospect’s capacity and willingness to give
• Cultivate: Build relationships through personalized engagement
• Solicitate: Make the appropriate ask based on the donor’s readiness
• Acknowledge: Lean into stewardship by appreciating the donor’s contribution and demonstrating impact.
• Retain and upgrade: Encourage continued support and increased giving over time

By aligning moves management strategies with these key actions, nonprofits like yours can effectively guide donors through their philanthropic journey.

How to implement moves management in fundraising  

Implementing a structured moves management approach offers several advantages. We’re here to help you capitalize on them with actionable tips. Namely, personalized engagement fosters stronger relationships, leading to higher donor retention rates.

Tip #1: Create and automate stewardship workflows based on donor history

High donor retention starts with consistent, meaningful engagement. For example, you could segment your donor base by giving frequency and recency and tailor communications accordingly.

• Use your CRM to set reminders for personalized check-ins—such as sending hand-signed thank-you notes within 48 hours of a gift or calling loyal donors on the anniversary of their first contribution.
• Share a brief impact update or story that shows how their support is making a difference. This builds emotional loyalty and trust over time.

Tip #2: Leverage enhanced major gifts and planned giving

Targeted strategies identify and cultivate donors with the capacity for significant contributions. To that end, you can map donor wealth capacity and giving signals to create individualized cultivation plans.

• Partner with a wealth intelligence provider to analyze your database and flag high-net-worth individuals (HNWIs) who may be currently giving below their potential capacity.
• Develop a cultivation strategy for each qualified lead—invite them to behind-the-scenes events, assign relationship managers, or schedule one-on-one visits with leadership.
• Identify older, loyal donors with high lifetime giving who may be ideal candidates for legacy programs.

Tip #3: Improve the donor experience

Tailored interactions make donors feel valued and connected to the organization’s mission. Personalize donor journeys with meaningful, mission-driven touchpoints.

• Track interests, affiliations, and past involvement. Accordingly, tailor outreach to align with donor passions. Say a donor supports education initiatives, you can send them impact reports specific to your scholarship programs.
• Use relationship intelligence tools to identify mutual connections or shared interests. This can help you craft warmer introductions or invite the donor to exclusive experiences they’ll appreciate.

Tip #4: Make data-driven decisions

Tracking donor interactions provides insights that inform future nurturing strategies. Instead of relying on instinct, fundraisers can use data to assess where each prospect is in the pipeline and what move makes the most sense next.

• Track interactions like event attendance, email opens, and giving history to identify donor behavior trends.
• Create automated scoring models in your CRM that flag when a donor is ready for the next move.
• Use dashboards to assess team-wide progress. This will allow you to identify where donors may be stalling in the pipeline, then intervene with a new strategy.

Steps of the moves management process

A successful moves management strategy involves these key steps:

• Identify your target audience: Use data to pinpoint individuals who align with your organization’s mission and have the potential to give.
• Set SMART goals: Establish Specific, Measurable, Attainable, Relevant, and Time-bound objectives for each donor relationship.
• Get to know your donors: Gather information on donors’ backgrounds, interests, and giving history to personalize engagement.
• Choose your moves: Plan specific actions tailored to each donor’s preferences and stage in the lifecycle.
• Track and evaluate: Monitor the effectiveness of your strategies and adjust as needed to optimize outcomes.

By following these steps, nonprofits can systematically advance donor relationships and maximize fundraising potential.

Essential tools for moves management

Leveraging the right tools is critical for effective moves management. To list a few, customer Relationship Management (CRM) systems help track donor interactions and manage engagement strategies. Wealth screening services provide valuable insights into donors’ financial capacity and philanthropic tendencies. 

In addition, data analytics tools enable organizations to identify giving trends and make informed decisions. Communication platforms, such as email marketing tools and social media, support personalized, timely outreach. Integrating these tools into your fundraising strategy ensures a cohesive, data-informed, and efficient approach to donor management.

Moves management success stories

UNHCR

The United Nations High Commissioner for Refugees (UNHCR) enhanced their donor engagement and fundraising strategies with data. 

With nearly 40,000 donor records, manual screening had become inefficient and unsustainable. The organization needed a smarter, faster way to surface individuals with the capacity for greater giving—both inside their current base and beyond. Altrata’s data-driven screening solution provided a precise, scalable path forward—empowering the team to uncover high-potential prospects and focus their efforts where it matters most. 

“The screening results exceeded our expectations and added a new layer of strategy to our fundraising efforts.” 
— Bertrand Michels, PPH Operations Manager, Switzerland for UNHCR 

This approach aligns with moves management principles by enabling targeted engagement strategies based on donor potential. Read the full case study to learn more.

ESCP Foundation

The ESCP Foundation leveraged Altrata’s data to identify wealthy alumni within their network. This led to the discovery of new major donor prospects, increased conversations for major gifts through informed donor evaluation, and expanded potential donor reach across Europe and Asia. 

“When I have a doubt about a person, or if I want information about their wealth, the first thing I do is research Altrata’s database.” 
— ESCP Foundation, France 

By integrating wealth insights into their donor management processes, the foundation enhanced its ability to prioritize and engage potential major donors effectively. Read the full case study to learn more.

Case Western University

Case Western University utilized wealth data to revitalize a stalled capital campaign, enabling them to prioritize outreach and re-engage potential donors effectively. A representative from the university stated: 

“Without the resources that Altrata provides us, it would be very difficult to gather the information we need to engage donors.” 
— Dorothy Oluonye, Case Western University 

The impact of integrating data into donor engagement strategies, particularly in enhancing major gifts and planned giving efforts, can be transformative. Read the full case study to learn more.

In summary, these case studies are just a few examples of how data can help nonprofits:

• Refine fundraising strategies
• Align with the core objectives of moves management 
• Facilitate informed and targeted donor engagement 

How you can implement data-driven moves management 

To effectively incorporate data into moves management, start with comprehensive donor research by gathering and analyzing information on donor demographics, wealth indicators, and philanthropic interests. Next, segment your donor base by engagement level, giving capacity, and shared interests to tailor communication strategies. 

Use these insights to develop personalized engagement plans that outline specific actions designed to move each donor toward deeper involvement. Then, monitor and adjust your strategies regularly by assessing the effectiveness of your efforts and refining your approach based on donor responses and ongoing data insights. 

By systematically applying data to each stage of the donor lifecycle, nonprofits can enhance donor management practices, leading to increased major gifts and successful planned giving initiatives.

Don’t feel overwhelmed, take steps toward sustainable growth

While all of these tips may seem like a lot, you don’t have to do everything all at once. No need to overhaul your entire development strategy overnight. You can start by piloting moves management with a manageable segment of your database. For example, with lapsed major donors or long-term annual givers. Use this process to test data tools, track touchpoints, and refine stewardship strategies. As results come in, do more of what works best for your organization.

Embracing data-driven strategies is not merely a trend but a necessity in the evolving landscape of nonprofit fundraising. Moves management, when informed by high-quality data and grounded in donor-centricity, transforms fundraising from reactive to intentional. It helps you go for the right gift at the right time while building enduring relationships that last beyond any single campaign.