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How do you find major donors? And when you do find them, how do you work with them? Today’s healthiest organizations have a moves management strategy in place that answers these questions.

But in order for a moves management strategy to be effective, it must be a well-oiled machine—effectively identifying donors ready to move up the ladder, and providing the attention and care needed to lead them there.

The Two Biggest Mistakes You Can Make When Upgrading Donors

Here are two key areas of moves management where the gears often get jammed for organizations, keeping the process from working at its most efficient:

  1. Lack of collaboration

Moves management is an area where science and art intersect, and smart organizations know it can’t be done in isolation or silos.

If you have a donor you’ve moved up through your pyramid and they originated from a mid-level gift to direct marketing, you probably want to include the person who’s in charge of direct response to help you understand what that donor has been receiving in the communications stream. You may also want to involve your C-suite, getting input from their perspective on what’s the right next move.

Moves management must go beyond just the major gift officer roles. Healthy organizations have shown us that a deliberate and collaborative moves management strategy enables you better leverage your pyramid and more effectively move more donors through the upgrade process.

  1. Missing the middle

The middle of the pyramid often gets overlooked. Many organizations focus on the base of the pyramid and bringing in lots of new donors. And they focus at the top, taking care of their major donors. What gets lost is the connective tissue that ties those two areas together.

The missing middle is an all-too-common problem in fundraising today. It turns the donor pyramid into a “donor sombrero” (with a wide base and a very small top). As a result, many donors who could be on the path to major giving instead remain stuck at the bottom where they don’t belong.

Don’t let your pyramid lose its shape. Make developing a strong mid-level program a priority. Remember, the mid-level is how you leverage the investments that you’re making in the base of your pyramid to subsequently grow your major gift program.

By having a deliberate, collaborative moves management strategy and nurturing a healthy mid-level program, you’ll keep the gears churning to ensure you acquire the next generation of major donors.

Are there areas of your fundraising program where you may be missing out on key growth opportunities? Download “The Intelligent Fundraising Health Check” to find out.