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What is moves management in fundraising?
Definition: Moves management is a fundraising process for building relationships with major donors through a planned series of deliberate interactions, called moves, that bring each prospect closer to a gift. A fundraiser identifies prospects, qualifies them, cultivates interest, makes the ask, and stewards the gift afterward, tracking every move so no relationship drifts and each next step is intentional.
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Why it matters
Most relationships do not end in a fight. They fade because nobody planned the next conversation. Moves management fixes that by treating every contact as part of a sequence with a clear next step. If your work depends on people remembering you, that habit of always knowing your next move is worth borrowing, whether or not you ever ask anyone for money.
It also keeps you honest about pacing. Asking too soon burns trust, and waiting too long lets interest cool. A simple record of who you talked to, what they care about, and what comes next turns vague good intentions into steady, personal follow-through that people notice and remember.
How it works
The five stages
Moves management usually follows five stages. Identification is finding people who might care about your mission. Qualification confirms they have interest, capacity, and some connection to you. Cultivation is the longest stage: tours, coffee, updates, and introductions that deepen the relationship. Solicitation is the ask, timed for when the person is ready and shaped around what they care about. Stewardship comes after the gift, with thanks, reports on impact, and continued contact. Stewardship often loops back into cultivation, because a well treated donor is the most likely person to give again or give more.
What counts as a move
A move is any meaningful interaction that changes how a person feels about you or your cause. A site visit, a handwritten note from a program leader, an invitation to a small dinner, or a phone call asking for their advice all count. A mass email usually does not. The point is that each move is chosen on purpose for that individual. Before every move, the fundraiser asks what this person needs to see or feel next, and afterward records what happened and what the following step should be.
Portfolios and tracking
Each fundraiser, often called a moves manager or relationship manager, owns a portfolio of prospects. The portfolio is kept small enough that every person gets real attention. For each prospect, the manager tracks their current stage, their interests, recent moves, the planned next move, and a target date. Many teams use a shared database or a simple spreadsheet template. What matters is that the record is updated after every contact, so anyone can see where a relationship stands and nothing depends on one person's memory.
Regular review
Moves management works because it gets reviewed. Teams meet weekly or monthly to walk through portfolios: who moved forward, who stalled, who has gone quiet, and who is ready for an ask. Stalled prospects get a fresh plan or are moved out of the active portfolio so attention goes where it is useful. This rhythm catches drifting relationships early. It also keeps the focus on the donor's experience rather than on hitting a number by a deadline.
Examples
- A university fundraiser meets an alum at a reunion, learns she cares about first generation students, and plans three moves: a scholarship report, coffee with a current student, and a tour of the new advising center before any ask.
- A hospital foundation officer notices a grateful patient's family has not heard from them in five months, so the next planned move is a call from the nurse manager to share how the unit has changed.
- After a donor makes a first major gift, a small nonprofit's director schedules a thank you call within a week, an impact update at three months, and an invitation to a volunteer day before the next annual appeal.
- A capital campaign team reviews its portfolio and moves a long stalled prospect back to cultivation, planning an advice meeting with the board chair instead of a second ask.
Putting it into practice
- Pick a short list of people who matter most to your work and treat it as your portfolio, small enough that you can give each one real attention.
- Assign each person a stage: just met, getting to know, actively building, ready for a specific ask, or recently helped you and owed a thank you.
- For every person, write down one planned next move and a date, such as sending an article they would like or inviting them to an event.
- After each conversation, log what you learned about their interests and set the next move right away while the details are fresh.
- Review your list every week or two, and reach out first to anyone whose next move date has passed.
- After someone helps you, follow up with what happened as a result, then keep the relationship going instead of disappearing until your next request.
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Free, no signup. The example is filled in: press the button, then replace it with your own situation. In Capstone, a message like it is written for each person you know when their check-in is due.
Frequently asked questions
What is a moves management approach?
A moves management approach is a donor centered way of fundraising where every interaction is planned to move a prospect one step closer to a gift. Instead of waiting for opportunities, the fundraiser tracks each relationship's stage, chooses a personal next move, records the outcome, and reviews progress regularly, so no relationship stalls and each ask comes at the right time.
What is the 3 to 1 rule for fundraising?
The 3 to 1 rule is a planning rule of thumb that says you need about three qualified prospects for every gift you hope to close, because not everyone will say yes or give at the level you hope. Some fundraisers also use it to mean three non ask touches, like thanks, updates, or visits, for every ask you make.
What is move management?
Move management is usually a shortened or misspelled search for moves management, the fundraising process of guiding donors through planned interactions toward a gift. The phrase move management also describes a separate service: helping people, often older adults, plan and carry out a household relocation. If your interest is donors and relationships, moves management is the term you want.
What are the moves management steps?
The moves management steps are identification, qualification, cultivation, solicitation, and stewardship. You find potential supporters, confirm their interest and connection, build the relationship through personal moves, make a well timed ask, and then thank and update the donor. Stewardship often leads back into cultivation, since past donors are the most natural candidates for the next gift.
Can moves management work outside fundraising?
Yes. Moves management works for anyone whose results depend on relationships, including consultants, recruiters, founders, and sales professionals. The core habit transfers directly: know where each relationship stands, plan a thoughtful next step, record what you learn, and review your list regularly. You simply replace the gift with whatever outcome fits, such as a referral, a partnership, or ongoing trust.
Planned the next move for each donor? Give each donor a check-in rhythm and a note on what to say next, like a site visit invite. When they are due, the message is already written in your voice.
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