Building Relationships with Donors: Identification, Cultivation, Solicitation and Stewardship

Getting Started
Working Your Way Up to Major Gifts
Developing Planned Gifts


There is a term in the fundraising world that describes the process by which donors and organizations deepen their relationship. The term is “donor moves management.” It is the process of guiding potential donors through the stages of identification and cultivation, to solicitation of a gift, and finally to donor stewardship. Depending on the ask amount and method of asking, the cultivation process can require varying degrees of time commitment and involvement.

Donor moves management also refers to the process of moving donors from giving small contributions to making increasingly larger (and eventually major) gifts to your library. This is an overall strategic process where annual giving, major giving and donor recognition activities come together.

Next: Getting Started

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