Tailoring Communication Strategies for Each Stage of Moves Management

Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker. 


As a major gift expert with nearly three decades of experience, I've seen firsthand how crucial effective communication is throughout the moves management process. Whether you're a development director, executive director, or board member, understanding how to tailor your communication strategies for each stage can make or break your fundraising efforts.

When working with clients, I often see the common mistake of using a one-size-fits-all approach to donor communication. However, this method is ineffective and can lead to missed opportunities. Over the years, I've developed strategies that have consistently yielded the desired results, and I'm excited to share them with you today.

The Challenge of Personalization at Scale

One of the biggest hurdles organizations encounter is balancing personalization with efficiency. How do you make each donor feel special while managing a large portfolio? It's a common pain point, but one that can be overcome with the right approach.

I've found that segmenting your donor base and creating communication templates for each stage of the moves management process can be incredibly effective. This allows for a level of personalization while still maintaining efficiency. For example, at the identification stage, your communication should focus on introducing your organization and its mission. As you move into the cultivation phase, your messages should become more tailored to the donor's specific interests and engagement history.

Strategies for Success

Here are some strategies I've successfully implemented:

  1. Use donor management software: Tools like a CRM can help you track donor interactions and preferences, making personalization much easier.

  2. Create donor personas: Develop detailed profiles for different types of donors and tailor your communication accordingly.

  3. Implement a multi-channel approach: Some donors prefer email, and others respond better to phone calls or in-person meetings. Track these preferences and use them to guide your outreach.

  4. Regularly update your database: Ensure that all donor interactions are recorded promptly. This helps maintain continuity, especially when multiple team members are involved.

Real-World Success

I recently worked with a nonprofit that implemented these strategies. By tailoring their communication for each stage of moves management, they saw a 35% increase in major gift conversions over 18 months. Their success came from carefully crafting messages that resonated with donors at each stage, from initial outreach to stewardship.

Actionable Takeaways

  1. Audit your current communication strategy. Are you tailoring messages for each stage of moves management?

  2. Invest in donor management software if you haven't already. The insights it provides are invaluable.

  3. Create a communication calendar that outlines touchpoints for each donor segment throughout the year.

  4. Train your team on the importance of personalized communication and how to implement it effectively.

In my experience, the key to successful moves management lies in building genuine relationships with donors. By tailoring your communication strategies, you're showing donors that you value them as individuals, not just as sources of funding.

I encourage you to start implementing these strategies today. Remember, it's a process, and it takes time to perfect. But I can assure you, the results are worth the effort.

I'd love to hear about your experiences with tailoring communication in moves management. What challenges have you faced? What strategies have worked well for you?

Please share your thoughts in the comments below. Let's learn from each other and continue to improve our fundraising practices together.


Keep transforming,
Tammy Zonker
Major Gift Expert & Keynote Speaker
Fundraising Transformed

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