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An introduction to Moves Management for sponsorship and charitable fundraising.
Introduction to Moves Management
ARTS REACH WEBINAR
July 20, 2017
William Pitcher @WmPitcher
#ArtsReach #MovesManagement Handouts: bit.ly/movesmgt
Upcoming Session: Moves Management Deep Dive
October 24, 2017
By William Pitcher Full-Day Session sponsorshipweek.com/moves-management
Moves Mgt Lead Scoring Stages Actions Tracking
PART I Moves Mgt & How It Works
Moves Management is a proactive system of specific, prospect relationship-building actions…
…taken at pre-defined stages of a solicitation…
…to advance prospects from leads to contributors (moves).
Moves Management vs. CRM
Douche to Human
With the help of his Douchebag to Human Dictionary, John was able to make sense of what the salesman was saying.
Sales Cycle aka Solicitation Cycle
aka Sales Funnels
aka Touches or Activities
PART II Why Moves Management is Important
1. Improve Your Cultivation Process
2. Know What To Do Each Step of the Way
3. Know What’s Working (and not)
“So, as you can see, stakeholder satisfaction is up considerably since phasing out the complaint forms.”
4. Improve Accountability
Examples: Moves before dollars. Moves not activity.
5. Do More Cultivation
As soon as I have written this last prospect, I will be able to relax and enjoy life.
PART III Lead Scoring
Thanks for your sponsorship offer, but our lead scoring system says I need to suck up to you more first.
Criteria: Capability Connection Interest
Value: Reduce Too Soons Focus
PART IV Developing Stages (3 options)
1. Task-Centric Stages
2. Prospect-Centric Stages
3. Hybrid Strategy
Work is stressing everybody out – all crazy busy & running around. I
PART V Developing Actions
think I’ll do my bit to help, by staying home all day.
1: Materials & Conversations
4: Non-Sponsorship Commitments
5: Custom Actions
PART VI Tracking Results
Qualified $160k 25% $40k
1st Mtg $100k 50% $50k
Proposal $120k 75% $90k
Harry believed in having the right tool for the wrong job.
PART VII Building Your Own Moves Management System
Stages Actions Weightings Current Pipeline Velocity
Arts Reach Webinar July 20, 2017
Pitcher Group Sponsorship + Philanthropy
firstname.lastname@example.org pitchergroup.com 289-999-1020
by Pitcher Group Sponsorship + Philanthropy / pitchergroup.com
So welcome everyone. I am going to keep the introduction short.
Let me just say that I have been at this for a long time,
and I have had the good fortune to raise a fair bit of money over the years.
I hope I can share some of the wisdom I have gained in that time.
If you do want to know more about what I do
You can go to PitcherGroup.com
So let’s get into it.
We are going to start today by talking about What Moves Management Is and why it is important.
I will then very briefly introduce lead scoring – a system you can use together with, but before moves management
Then we will talk about developing two of the major elements of moves management – stages and actions
And finally we will discuss how you track it all.
[Keep it short.]
Before we get started,
let me say that moves management works with sponsors,
it works with donors,
it works with major contributors (both donors/sponsors);
and it works with smaller contributors that need time to consider supporting you.
So what is Moves Management?
Proactive, System, Specific, Relationship Building, Actions
Meaning you take the lead in engaging prospects in a series of activities designed to develop a relationship with them.
Meaning something you do during solicitations and not before solicitations.
You identify the key milestones in your pitches and implement specific actions at each key step – the stages.
[Read Slide] – that’s moves
Advancing prospects meaning
moving prospects from before your first contact as part of the solicitation process
to them supporting you.
Just a quick comment about Customer Relationship Management or CRM vs. Moves Management.
Think of the focus of CRM being to document your relationship with a stakeholder
– in that regard it is a backward looking tool to help you with your current interaction or next step.
Moves Management is a forward looking planning tool to help you look at all future steps with a prospect
and to forecast the amount of funds you will raise going forward.
So, let’s look at some of the key concepts or terms
of Moves Management to assist us with discussing it.
Let’s start with Sales Cycles, Pipelines and Stages
and please note you can substitute the word solicitations for sales
– sales being obviously the term used in business.
In a way, these all refer to the same concept –
those solicitations, that require some decision making time by the prospect,
tend to go through specific phases.
The solicitation cycle refers to the entire journey
from an initial lead to an active contributor.
A stage is one step on that journey.
You define what the stages are in a solicitation cycle
and we will cover those more in a bit
A solicitation pipeline or funnel is your list of prospects sorted by what stage in the sales cycle they are
It’s also an assessment tool for forecasting how much they will contribute
– which we will also get to in a bit.
As you might expect, moves are obviously the most important element of Moves Management.
As you may have picked up already,
a move occurs when a prospect takes a step closer, than they were previously, to giving you a contribution.
What you define as a move is up to you,
but a prospect advances from one stage of your solicitation cycle to the next with a move.
The term moves can be used both to define a major step you take that results in a prospect getting closer to contributing and,
the advancement of the prospect’s readiness to contribute.
And again, more examples coming.
Actions, touches or activities are steps that you take to interact with a prospect that are not moves.
They are your tasks rather than a prospect’s stage in the solicitation cycle.
Example of an action is sending a thank you letter.
You don’t use that to define a major stage of solicitation.
So, let’s discuss why moves management is useful to your organization.
Understanding that will help you build support internally for the methodology.
It can’t hurt with your own commitment to it either.
Whether you use moves management or not,
you have to cultivate prospects
And typically, key parts of that cultivation take place during the solicitation process.
With moves management, you can improve your cultivation process
by having a very specific plan before you begin fundraising.
In particular, you know what to do each step of the way.
If you have ever presented a prospect a proposal
and then wondered,
‘Okay what do we do next?’
Moves management helps,
or in a way forces you,
to have an answer ready ahead of time.
Over time, moves management will provide you with numbers on how you doing at each step of your solicitation.
If you are losing most of your prospects at a particular stage,
you can make changes.
Likewise, if you find a particular engagement tactic on your part leads to prospect moves,
you can ensure you fully leverage that tactic.
For example, I used to be the Chief Development Officer at a College,
and when we had a hard time getting into see a key prospect,
we would say that our President would like to meet them.
But we knew what really sold prospects,
what significantly moved them,
was a visit to our campus.
But when we took the President out to meet them,
we had no encore.
We were far more successful
to keep working until we could get the first meeting
without the President
And then said, we would like them to come to campus and meet her.
A College President can be important enough that you can get people to do that.
Once we arranged that meeting,
we also planned a tour while they were there,
and then we really had them.
But it was only by laying out our whole moves strategy
that we were able to figure out how to make all that happen.
Of course, when you start tracking where you are with each prospect,
you increase your accountability.
You will know who is doing the work and who is not.
You will know if you are on pace to success.
And you will know it sooner in the fundraising process.
With major solicitations often taking months to get to the cheque writing stage,
You can track your progress with moves long before the dollars start rolling in.
You can also avoid the ‘activity trap’
people that keep busy but don’t produce results.
Getting proposals out the door doesn’t mean anything
if you are not advancing your prospect’s readiness to contribute.
All of this planning, helps you identify new cultivation opportunities.
It also makes you more efficient at cultivation permitting you to do more.
And more cultivation builds relationships.
And relationships building earns dollars.
Given our limited time, let’s spend just a moment discussing lead scoring.
Lead scoring is a process of giving a number rating to each prospect.
If a prospect does not have a high enough score,
they are not added to the list of prospects for active solicitation.
Instead, the prospect must be cultivated more to increase the lead score.
Typically, there are three areas you want to have to scores for.
You want to consider the prospect’s financial capability.
Likewise, you want to assess their level of history or connection with your organization
or to someone connected to your organization like a volunteer canvasser.
Finally, you want to consider their likely interest in supporting your cause
based on what you know about the prospect.
For each of these three areas, you can have multiple factors you consider.
For example, with financial capability,
you can look at their income, their accumulated assets, their debts, their financial obligations, recent changes in financial status and more.
All of these individual factors get scored.
This gives you a score for each of three areas
And they give you an overall score.
How you score everything is up to you.
Don’t worry about being too accurate in the beginning.
You will get better over time.
Likewise, what score you use as a cut-off for more cultivation,
will be a number you refine over time.
So, why is leading scoring important?
Well, it helps you avoid soliciting a prospect too soon.
We are often really eager to get to our biggest prospects.
But if they are not ready to be solicited,
asking them for money can actually hurt our later chances.
This helps you with pressure from management and volunteers too.
It also allows you to focus on the prospects that deserve your attention
and not spend time trying to get support from someone that is not ready to give it.
So, let’s talk about identifying and developing the stages you will use in a moves management.
There are three kinds of stages systems you can use.
The simplest Moves Management system
is one that tracks the major solicitation tasks
that you have completed for each prospect.
[next slide is examples]
A typical solicitation has major milestones like
making contact with the prospect,
meeting them for the first time and
presenting a proposal.
The advantage of this system is that it tends to be obvious where you are in the process.
For example, have you presented a written proposal or not.
The downside of this approach is it makes its primary measure activity rather than results.
There is an incentive, for example, to just get proposals out there door
whether prospects are ready to be solicited or not
A prospect-centric approach considers
how ready the prospect is to contribute to your organization
rather than steps you have taken as the solicitor.
As prospects become more interested, they move to the next stage.
A prospect-centric stage system is more open to interpretation than a task-centric system,
but it more accurately reflects the sales progress you are making
– that is it puts the focus on results rather than activity.
[next slide has examples]
Prospects start at all stages of interest.
A prospect you meet for the first time could be eager to contribute.
However, generally speaking you start by building
the prospect’s awareness of your organization.
Ideally, this leads to interest,
then increasing engagement
and then a stage where they are pleased to consider a contribution.
A hybrid strategy combines these two approaches.
The two fit naturally together
as certain tasks should only be completed
once the prospect has expressed the proper interest.
So, to create a moves management system,
you need to create an inventory of actions you can take to move prospects.
Typically in a solicitation, there are five types of actions you can take.
The first category of actions is Materials and Conversations.
These typically help you build awareness with a prospect
and start building interest by presenting the case for your organization
– either from a sponsorship or donation perspective.
Materials are everything from thank you letters to posters to brochures to gifts.
Conversations can be held by you or influencers of the prospect
– the latter including endorsements.
Materials and conversations can be quite formal or informal –
And the best strategies typically have both.
Events include your exhibit or presenting activities as an arts organization.
They include inviting prospects to any public event you hold
– that is events where others are in attendance.
Public events can include events you arrange just for cultivation purposes.
You can invite someone as your complimentary guest to an event you typically use for fundraising purposes.
And events also include private functions you arrange just for a particular prospect.
Private events can include
dinner with the prospect,
a private tour or behind-the-scenes opportunity,
the opportunity to meet a high profile person and more.
You can even organize an event at your prospect’s location such as having cast members visit a workplace.
When developing your moves management strategy,
make a point of identifying all the events you hold in a year.
Don’t worry if they don’t seem suitable for prospects at first.
Look for ways that you can leverage those opportunities.
Presentations are the formal meetings that make up the traditional elements of a solicitation.
For larger contributions, typically they include
a first meeting with a prospect,
A Proposal Presentation
And a post-presentation follow-up meeting.
Presentations can also include any other meetings the solicitation may require.
Sometimes presentations can include multiple prospects and even non-prospects
such as a presentation you might use for moves management purposes
that is also part of an activity such as your Annual General Meeting.
The next type of actions are non-sponsorship commitments.
Asking somebody to support you in some other way can sound like an odd way to cultivate a prospect,
But it can be quite effective at building interest and engagement.
The key is to identify something that is easier for them to do than the ask you are planning (or have done).
For example, if you have a golf tournament,
you might ask someone to buy a foursome if the cost of the foursome is considerably less than your request.
Your goal is to increase interaction with your organization, and ideally showcase your work.
Other ways you can engage your prospects in this regard include
promoting you in their business,
becoming a member and so on.
Finally, you should look for opportunities to create custom actions specific to each prospect.
You might provide complimentary use of your facilities.
You could provide technical expertise in one of your organization’s areas of strength.
Another custom action would be to connect the prospect with a business opportunity.
You might acknowledge them in social media.
If you have a good relationship with your municipal government, it might be a city service you can provide.
They key is to watch for things your prospect needs or could benefit from that would be fairly easy for you to provide.
So, you have identified the key stages your prospects will go through
and you have a great list of potential actions.
Once you start dealing with prospects,
you will want to track your results.
There several numbers you should assess and
tools to help you.
Let’s start with the things you want to measure.
The first of these is conversion rate.
You have stage conversion rates and an overall conversation rate.
Both of these can be tracked by number of prospects and dollar amount.
Stage conversion rates are the percentage of people that are moved from one stage to the next.
So, if you have a stage with 100 prospects and
25 of those eventually decline to participate before getting to the next stage,
you have a 75 percent conversion rate for the stage.
If you have 100 prospects and 30 of them eventually become supporters,
you have a 30 percent conversation rate overall in terms of number of prospects.
If you start with your 100 prospects and
you forecast them as having $100k potential,
but you eventually raise $35k
– you guessed it, that’s a 35 percent conversion rate in dollars.
The next metric you want to track is a weighted forecast or the value of solicitation pipeline
You calculate it by taking the totals of the amounts you expect, (ie predict),
you will request from prospects at each stage
And you multiply that by the percentage of funds you expect to actually raise from prospects at that point.
The percentage is the weighting.
You may not have an accurate idea what that is at this point,
but you just take a guess, and over time, tracking past results will make your forecast more accurate.
So, as an example:
Let’s say that you have a list of prospects ready for active solicitation, ie qualified prospects.
And you estimate that you have $160k in requests in that group -- ie stage.
Let’s assume that you tend to raise a quarter of the funds
in your projected request amounts at that stage –
-- a bunch of people turn you down,
maybe never even meeting with you and
some folks give you less than your request.
If you have a projected $160k in requests and
a 25% dollar conversion rate
you have $40k in your pipeline at the Qualified Stage.
For simplicity, I have just used two other stages and
you can see how we have $50k and $90k in the pipeline.
So, overall, we have $380k in requests in our pipeline.
And an overall weighted forecast of $180k.
That is, we expect to raise $180k from prospects currently in our solicitation pipeline.
For an overall dollar conversion rate of 47%.
Next, we have Velocity.
With velocity, you are tracking the pace of your moves management.
Let’s say you are looking for 10 sponsors for a particular project
And that you expect you can get that from 30 prospects.
and you are giving yourself just under six months or 25 weeks to get them.
And let’s say that you design a solicitation cycle with 5 stages.
That is, it takes five moves to get a contribution.
And finally, let’s assume that amongst the 20 prospects that don’t become sponsors you average 2.5 moves before a decline.
That means, you will have 50 moves for your eventual sponsors and
another 50 moves with the other prospects.
So, you will have 100 moves over 25 weeks.
Meaning, you need an average of 4 moves a week to be on track to hit your target.
A useful way to track your efforts and progress.
Next let’s take a minute to talk about some of the tools
that can help you track all this.
The first is a process map
[next slide without title]
A process map:
lays out your solicitation stages;
The type of tasks you want to complete at each stage
And importantly, how ready the prospect is to support you at that stage.
Finally, you have your projected conversion rate for each stage.
You will notice in this example, I have ten stages grouped in three main phases
meaning ten moves to get to a contribution.
You can use whatever number of stages that work for you.
Now you can track all this in something as simple as a spreadsheet if you want,
And I have included a spreadsheet template from Pipedrive in the webinar materials.
There’s a good chance you are using fundraising software in your organization
Many fundraising packages allow you to track solicitation stages.
They may or may not help you with weighted incomes.
You may need your stage summary table in a spreadsheet.
Also, with any of these tools, the terminology may be slightly different even if they are tracking the same things.
If you are all in with Moves Management,
you might want to use Pipeline software.
Here you can see an online package called Pipedrive.
In this case, you can see the stages as vertical columns with the prospects in each stage.
You can also see the forecast outcomes for each prospect and stage.
This package is cool because it literally allows you to move prospects to the next stage by mouse.
You can also use sales software.
This is Salesforce.com and their pipeline tool.
They actually offer charities the use of this software for free and
they have a non-profit module as well.
So, with only 40 minutes,
we don’t have time to help you build your own moves management system on the call today.
That’s something that takes at least a half day session.
However, when we finish the Q&A and we end the session,
I encourage you to take a few minutes to go review the print materials.
And to jot down some notes about the stages, actions and weightings you see for your organization.
If you do nothing else, I recommend you think about what actions you can add to your solicitation strategy
to help you move prospects at key moments in your solicitation process.
If you are really want to dig in while everything is fresh in your mind:
Take a look at your current prospects – what is essentially your current pipeline,
add people to stages and
determine the total value of that pipeline
And the moves velocity it will take to hit your targets.
If you feel you want to learn more:
I am doing a full-day session on Moves Management in October at Sponsorship Week in Toronto.
So in conclusion, if you somehow haven’t noticed yet,
I truly believe that Moves Management can transform your fundraising solicitations.
Not only can it help you raise more money.
It can provide you with the confidence that comes from knowing
what you need to do next with each prospect
And knowing where your fundraising program stands overall.
Bottom-line, you owe it to yourself to use Moves Management.
Copyright 2017 – All Rights Reserved.oves a week to be on track to hit your target.
If you are all in with