3 reasons to stop using moves management

Moves management has long been a popular strategy in fundraising. Its focus is on moving donors through a series of predetermined steps, like moving pieces on a chessboard. But is this the best way to cultivate lasting relationships with donors? Many nonprofits are beginning to question the efficacy of this transactional approach. In this article, we’ll explore why moves management falls short and what nonprofits should focus on instead to build meaningful, long-lasting relationships with donors.
What is Moves Management?
Moves management is a fundraising approach that breaks down the donor cultivation process into several stages or “moves.” These include identifying a prospect, engaging them, soliciting a gift, and stewarding the relationship post-donation. The idea is to track donors systematically through each stage with the goal of maximizing their financial contributions.
On the surface, this process seems logical. But in practice, moves management often reduces the donor relationship to a checklist of actions and steps, which overlooks the deeper human connections that are vital to authentic philanthropy.
Why Moves Management Falls Short
1. It Focuses on Transactions Over Relationships
At its core, moves management is a transactional process. By viewing donors as steps in a pipeline, nonprofits risk focusing too much on what they can “get” from donors at each stage, rather than developing a genuine relationship based on shared values and trust.
Instead of fostering meaningful connections, moves management can make donors feel like they’re part of a mechanical process rather than true partners in a cause. This undermines long-term loyalty and the potential for transformative philanthropy.
2. It Creates Pressure for Immediate Results
Moves management encourages a results-driven approach, where each “move” is tied to a measurable outcome. This can create undue pressure on fundraisers to achieve quick wins and push donors to the next step, without taking the necessary time to cultivate authentic relationships.
While this may result in short-term gains, it can erode trust in the long term. Donors can feel rushed or commodified, rather than valued for their contributions to the mission. In contrast, focusing on patience and genuine engagement can yield more sustainable results over time.
3. It Ignores Donor Motivation
One of the greatest shortcomings of moves management is its failure to prioritize donor motivations. The model is designed to get donors from point A to point B, but it rarely takes into account why donors are giving in the first place.
Each donor is unique, with their own reasons for supporting a cause. By treating them all the same, moves management overlooks these personal motivations, leading to shallow relationships and missed opportunities for deeper engagement.
Philosophical Concerns with Moves Management
Philosophically, moves management is rooted in a transactional mindset that views philanthropy as a series of calculated steps, rather than as an opportunity to build genuine partnerships with people who care about the cause. It reduces donors to figures in a process, minimizing their humanity and individuality.
1. Donors Are Not Transactions
Moves management, by its very nature, views donors as transactions waiting to happen. The focus is on moving them from one stage to the next, rather than building a relationship that is based on trust, shared values, and mutual respect. Donors want to feel valued for who they are, not for what they can give.
2. Relationships Take Time
Authentic relationships cannot be rushed, and moves management often operates on a timeline that prioritizes the nonprofit’s needs over the donor’s readiness. The philosophy behind this method is that speed is a priority, but the most meaningful relationships are built on patience, trust, and shared goals.
By focusing solely on moving donors through a pipeline, nonprofits risk missing out on the deeper, more fulfilling partnerships that can result from taking the time to get to know the donor as an individual. True philanthropy is not about pushing for the next gift; it’s about building a partnership with donors that lasts for years, or even decades.
What to Focus on Instead of Moves Management
So, if moves management isn’t the best way to cultivate donors, what is? The answer lies in relationship-based fundraising, where the focus is on the donor and their needs, rather than simply trying to move them through a set of stages.
1. Listen First, Act Second
Instead of focusing on moving donors through a pipeline, start by listening. Take the time to understand what motivates a donor, what they care about, and how they want to be involved in your organization. By doing so, you can build a relationship that is based on mutual understanding and respect.
2. Personalize the Experience
Every donor is unique, and their journey with your organization should be too. Instead of relying on a one-size-fits-all approach like moves management, create personalized strategies for engaging donors. This could mean tailoring your communication to their specific interests, inviting them to events that align with their passions, or providing updates on the programs they care most about.
3. Focus on Stewardship, Not Solicitation
One of the pitfalls of moves management is its emphasis on solicitation over stewardship. While securing donations is, of course, a key goal for any nonprofit, it should not come at the expense of building meaningful relationships with donors.
Stewardship should be at the heart of your donor engagement strategy. This means showing donors the impact of their gifts, thanking them consistently, and keeping them engaged in your organization’s mission over the long term. By prioritizing stewardship, you can foster a relationship that goes beyond transactional giving.
Moving Beyond Moves Management
Fundraising is not a science. It’s an art that requires intuition, patience, and a deep understanding of human relationships. Moves management, while useful in some contexts, is ultimately a limited tool. It reduces fundraising to a process, rather than a meaningful connection between a donor and a cause.
By shifting your focus away from moves management and toward building genuine relationships, you can create a more sustainable and impactful fundraising strategy. Donors want to feel valued, understood, and involved in something bigger than themselves. By prioritizing these feelings over transactional outcomes, you’ll cultivate donors who are deeply invested in your mission for years to come.
Conclusion
Moves management may have its place in the fundraising world, but it falls short when it comes to building authentic, long-lasting donor relationships. Nonprofits should focus less on moving donors through a pipeline and more on listening, personalizing the experience, and prioritizing stewardship. In doing so, they can foster deeper connections with donors that will lead to more sustainable support over the long term.
If you’re looking to enhance your donor engagement strategies, check out Nonprofit Freelancers. We can connect you with experts who can help you move beyond moves management and build authentic donor relationships.
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