The Art of Moves ManagementInterlochen Center for the Arts

Our Presenters TodayInterlochen Center for the Arts

Samantha CharnesManager of Advancement Operations & Data

Michael SlawnikAssistant Director of IT Applications & Development

The Art of Moves Management Using SalesforceMoves Management: the process by which a prospective donor is moved from cultivation to solicitation

THE DONOR CYCLE

Begin at the BeginningPopulating the Gift Officer’s Donor Portfolio

The Art of Moves Management Using SalesforceMoves Management: the process by which a prospective donor is moved from cultivation to solicitation

THE DONOR CYCLE

Populating the Gift Officer’s Donor Portfolio

● We created a “Major Donor Status” picklist field on Account to help us easily see which prospect group a donor/prospect is in

● There are many different Major Donor Statuses a prospect might have, but the one we use to initially flag prospective major donors is “Suspect Pool”

●

● When our research team has identified someone in our database who has the capacity for major giving, that account is given a Major Donor Status of “Suspect Pool”

Major Donor Status: An organized way to identify and qualify major gift prospects

Populating the Gift Officer’s Donor Portfolio

● When planning a trip, a gift officer will run a Report on Accounts where Major Donor Status = “Suspect Pool” -- to pick someone up for Qualification, they:

Change the Major Donor Status to “Qualification Needed”

Change the Account Owner to themselves

Major Donor Status: An organized way to identify and qualify major gift prospects

Geeky Bit #1 - Create a new field on Account“Major Donor Status” custom picklist field on Account with options of:

• Suspect Pool• Qualification Needed• Qualified - not major donor prospect• Managed Prospect• Stewardship

TALK TO THE PROSPECTIVE DONOR.

The Gift Officer meets with the prospect to qualify them; then, they change the Major Donor Status:• Managed Prospect = add prospect to their portfolio (they remain Account Owner)• Qualified Not Major Donor = affinity and/or capacity is not there for major giving, so the prospect is put in the

direct mail solicitation pool (Account Owner is switched to someone on annual giving staff)

Qualification: “I picked a name from the Suspect Pool, now what?”

Major Donor Status History

Major donor status history tracks movement from one stage to another - this is a great way to track a gift officer’s qualifications and additions to their prospect pool

Geeky bit #2 - “Major Donor Statuses”“Major Donor Statuses” is a custom object to ● track each change of Status on Account as a distinct record● used with automation via Process Builder.

Prospects: Move ‘Em or Lose ‘EmTracking Prospects, “Moves,” and Donations

The Art of Moves Management Using SalesforceMoves Management: the process by which a prospective donor is moved from cultivation to solicitation

THE DONOR CYCLE

The Advancement Track:

● A full portfolio is great, but some prospects may need more focus than others

● To prioritize, we created the Advancement Track, which is a custom field that a gift officer can use to rank prospects by assigning them a letter grade

● The letter grade is assigned according to the gift officer’s subjective judgment, but should be based on an evaluation of Capacity + Affinity

● Helps organize portfolio and recognize gaps in prospect management

“Yay! I manage this awesome prospect -- what’s next?”

Advancement Track: Sample Rating Criteria

Gift Level Track$1M+ - multi-year pledge A

$500k to $1M - multi-year pledge B

$100k to $490k - multi-year pledge C

$5000 or more annually D

$1000 to $4999 annually E

NOT a major gift prospect F

Stewardship only (not expecting further gifts) S

Everyone else N/A - Untracked

Tip: When initially assigning an Advancement Track to a prospect, it’s a good idea to open a donation for them to give you a framework for the planned solicitation

Geeky bit #3 - “Advancement Track” fieldCustom picklist on Account and formula to explain what each letter means

Why Use The Advancement Track?

Gift officers use the Advancement Track to help them:

● Set priorities for travel

● Figure out how many touches per month or year are appropriate for a prospect

● Manage their time by day, week, month, or year

● Get a better sense of the overall capacity of their pool

Don’t be afraid to mark someone at a low letter grade. This is a flexible “real time” tool. Someone

might be an E today, and turn into an A or a B tomorrow if the relationship building goes well!

The Art of Moves Management Using SalesforceMoves Management: the process by which a prospective donor is moved from cultivation to solicitation

THE DONOR CYCLECultivation and Solicitation go hand-in-hand

because we use Open Major Gifts to track our planned asks

OMG, an O.M.G.??? Using Open Major Gifts (aka “O.M.G.s”)

to Track Planned Asks

● Open a Donation before you make an ask!

● Open Major Gifts are a great way of tracking our planned asks

● Having open Donations with stages, projected close dates, and probabilities:

○ Gives the gift officer a framework for solicitations and keeps them top of mind

○ Aids gift officers in prioritizing trips and touches

○ Can prompt gift officers to swing back around to follow up on past asks

○ Helps us make short and long term projections about our cash flow

Using Path to Track Donation Stages

Path is a way of visualizing your progress toward securing a gift

Using Path to Track Donation Stages

With Path, it’s easy to see what your next step should be, and you can move a gift from

“Pre-Solicitation” to “Solicited” with a click -- next step is (hopefully) “Received” !!!

Geeky Bit #4 - an admin needs to setup Path

Using List Views for Major Gift Tracking

To look at all of your major gifts by stage, a list view of Donations set to “Kanban” is a helpful tool

Using List Views for Major Gift Tracking

No Geeky Bits needed!List Views and Kanban are standard functionality

To look at all of your major gifts by stage, a list view of Donations set to “Kanban” is a helpful tool

Using List Views for Major Gift Tracking (cont.)

This feature is also helpful for seeing which of your prospects may need more attention

Tasks

• Set up Open Activities (Tasks) to trigger touches (email, letter, visit, phone call, follow-up materials)

• Calendar of Tasks is visible via the Calendar tab and to help with time management• Activity History can be used to record things that have already happened such as phone calls

and decisions regarding the Major Donor Status or Advancement Track

Activities are best used for phone calls, letters, short or casual conversations or discrete tasks.

No Geeky Bits #2!!Tasks (Activities) are standard also!

• Updating the page layout to make Tasks/Activities available• Making sure the right users have the right kind of access• Adding any custom fields

But there may be some setup from your Admin...

Visit Reports

We track lots of information on the Visit Report including:

• Action Items: Details the next steps for donor cultivation• “Schwag” section: A simple addition, but much-loved by Gift Officers - keeps track of what gift

you gave someone so you don’t give them repeats• Moves checkbox: Did the visit/call “Move” the relationship along? • Completed checkbox: When this box is checked, a copy of the Visit Report is automatically

sent to our VP and other gift officers

Visit Reports are best for substantial or in-depth conversations (either face-to-face or on the phone)

Visit Reports

Visit Reports

Geeky Bit #5 - “Visit Report” custom object

• Used like Tasks, but can have long text area fields to support Gift Officer verbosity.:)• Lookup relationships to both Contact and Account, as well as Secondary Contact• Fields to describe the meeting: Purpose, Location, Date, Summary of Contact, Action

Items, ICA Schwag Given• Completed (checkbox, with val rule to prevent checking until certain required fields are

filled in)

Show Me the MoneyUsing Reports & Dashboards to Track Progress

Reports

•

Interlochen’s gift officers regularly use Reports to track results

Dashboards

Dashboards

Rule to Live By:

IF IT IS NOT DOCUMENTED IN SALESFORCE, IT DID NOT HAPPEN!Changes to Major Donor Status, Advancement Track, or gift stages/amounts/close dates must be documented in SF for tracking

➢ Changes to the MDS are automatically recorded with field history tracking

➢ If changing Advancement Track, the rationale is documented in the “assessment of Advancement Track” section on Contact Report

BETTER DOCUMENTATION = BETTER TRACKING CAPABILITIESBETTER TRACKING CAPABILITIES = BETTER RESULTS FOR YOUR ORG

The Geeky bits: Administrator Setup Items“Major Donor Status” - custom picklist on Account object. Options of:• Suspect Pool• Qualification Needed• Qualified - not major donor prospect• Managed Prospect• Stewardship

“Advancement Track” - custom picklist on Account; options A-F

“Visit Report” Custom Object• Lookup relationships to both Contact and Account,

as well as Secondary Contact• Fields to describe the meeting: Purpose, Location,

Date, Summary of Contact, Action Items, ICA Schwag Given

• Completed (checkbox, with val rule to prevent checking until certain required fields are filled in)

“Major Donor Statuses” custom object to track changes in Status, used with automation via Process Builder

“Path” setup for the Stage picklist on Opportunity

Resources - Trailhead!!● Customize a Sales [Fundraising] Path for Your Team:

https://trailhead.salesforce.com/projects/customize-a-sales-path-for-your-team

● Data Modeling:https://trailhead.salesforce.com/modules/data_modeling

● Automate Simple Processes with Process Builder: https://trailhead.salesforce.com/modules/business_process_automation/units/process_builder

● Reports & Dashboards for Lightning: https://trailhead.salesforce.com/modules/lex_implementation_reports_dashboards

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