Moves Management Can Improve Your P2P Results

If you are looking to convert more of your low-dollar fundraisers into high achievers, consider adopting Moves Management.

Moves Management is the process of stewarding donors from entry-level to major donors using a series of planned touches or “moves”.

And if it’s employed properly, Moves Management can help your P2P program move its revenues to an entirely new level.

Just ask Kristin Flickinger, who employed Moves Management strategy to engage donors who took part in AIDS/LifeCycle and saw an immediate $1 million increase in revenue.

“Moves Management in a peer-to-peer context is more about stewarding participants than donors,” Flickinger says. “While the ultimate goal is to raise more money, that’s done by inspiring and empowering the participant to make asks and steward their contacts/donors.”

To do that, Flickinger and her team developed goals and benchmarks for its participants using historical fundraising and participant data — then used those benchmarks and data to develop a series of communications efforts and incentives that aimed to move each participant to a higher level of giving.

The AIDS/LifeCycle team analyzes data to determine how much individual participants have raised, develops a series of incentives for participants in different fundraising levels and targets them with specific asks.

“Depending on what the data suggests regarding where people need to be with fundraising in order to be retained, or achieve a certain fundraising level, you develop calling periods to impact those brackets of people,” Flickinger says. “Incentives are placed to assist with the upward movement, and messaging is crafted according to overarching communication themes.”

You can learn more about how to employ Moves Management at your P2P program during a special webinar on Thursday, Oct. 26.

Register now to learn how AIDS/LifeCycle used Moves Management to increase its fundraising totals — and how you can use the same strategy to improve results at your program.

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