Fundraising the SMART Way by Ellen Bristol

Author:Ellen Bristol [Bristol, Ellen]
Language: eng
Format: epub
ISBN: 9781118640180
Publisher: Wiley
Published: 2014-03-24T00:00:00+00:00

The Most Important Move

When I ask which move is the most important, people often say Move 5 because that's where the money shows up. They are wrong.

The single most important Donor Move is Move One: Prospect shares charitable motivations, needs, and preferences. Move One means the prospect has given you enough insight for you to decide if it's justifiable to invest more time and effort. Getting the prospect to achieve Move One means you figured out the donor's potential for lifetime giving based on your Scorecard, using those helpful suggested probing questions from Chapter 5. If you can't complete the Scorecard based on what you've heard, then the prospect has not achieved Move One yet and you need to ask more questions.

If you have completed the Scorecard and ranked the prospect, then you will know enough to make an informed decision. Donor's rank is an A? Great, persuade him to achieve Move Two. Donor's rank is a D? Forget it; be nice but push that donor back to the marketing team and make sure they send him the newsletter and direct-appeal postcards.

Development officers with lots of seniority may have some trouble with this, because they're more likely to have the habit of assessing the prospect based on intuition and experience. Such officers may assign desirable characteristics to the prospect based on the officer's assumptions rather than the prospect's answers. Try to discourage this practice. It can be a source of considerable wasted effort. Remind them—and teach this to the newbies—tracking Donor Moves, which means entering the information that the next move was achieved, provides the statistical insights that power continuous improvement. They're not just tracking stuff for the sake of tracking it. They're finding ways to earn more income with less effort, make their jobs easier, and move the agency ever closer to achieving its mission.

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