Moves management is the process of “moving” someone to go from “cultivation” to “solicitation.” The idea is that your nonprofit makes moves to cultivate relationships, build trust, show impact, inspire action, and move people to increase their contributions to your work.
A helpful way to think about moves management is: What journey do you want to take people on? Let’s explore some ways to do this with marketing journeys and content stages. But first, a few key concepts.
1. The Marketing Funnel
Achieving goals in marketing can be thought of as a funnel. In the traditional view of the marketing funnel, you have the universe of everyone out there – a very broad range of people – then people who know about your cause, people who care about your cause, people who have volunteered or donated once, people who have supported you multiple times, those
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