Learn how Interlochen Center for the Arts and NRDC have found success with moves management on Salesforce using Engagement Plans, Levels and more. Hear top tips around getting started and lessons learned and come away with a plan for making life easier for your fundraisers while driving results.

1. Making Moves Magic
A Moves Management 101 for Nonprofit
Cloud
Interlochen Center for the Arts: Samantha Charnes, Michael Slawnik
NRDC: Matthew Poe, Katie McFadden

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3. Matthew Poe, NRDC
Co-Founder, Common
Voyage
katie@commonvoyage.com
Katie McFadden
CRM Product Manager
mpoe@nrdc.org
Natural Resources Defense Council (NRDC)
NRDC works to safeguard the earth—its
people, its plants and animals, and the
natural systems on which all life depends.
We combine the power of more than three
million members and online activists with
the expertise of some 600 scientists,
lawyers, and policy advocates across the
globe to ensure the rights of all people to
the air, the water, and the wild.

4. Samantha Charnes
Assistant Director, IT
slawnikmj@interlochen.org
Michael Slawnik
Manager, Advancement Operations
and Data
samantha.charnes@interlochen.org
Interlochen Center for the Arts
Interlochen Center for the Arts was founded
in 1928 and is located in northwest lower
Michigan.
We engage and inspire people worldwide
through excellence in educational, artistic
and cultural programs, enhancing the
quality of life through the universal
language of the arts.

5. Moves Management:
the process by which a prospective donor is moved from
cultivation to solicitation - “moves” are the actions an
organization takes to bring in donors, establish relationships,
and renew contributions

6. Identification Moves Analytics Adoption

7. Identification
How do I know whom to move?
Defining and targeting a donor pipeline

8. ● Metrics
● Scores
● Levels
● Pipeline

9. Metrics: Rollups
Use NPSP Standard and
Customizable Rollups to
summarize donations.
How do we measure our prospects?

10. Metrics: Internal Ratings
Build custom fields to
capture internal ratings
How do we measure our prospects?

11. Metrics: 3rd Party Apps
Use 3rd party wealth
prospecting apps
How do we measure our prospects?
Comparison Spreadsheet

12. Metrics: Einstein Discovery
How do we measure our prospects?
Let Einstein
Discovery find
important metrics in
your data

13. Scoring: Formula Fields
Define an overall pipeline
score using a formula
field or Process Builder
How do we summarize metrics?

14. Scoring: Formula Fields
Define an overall pipeline
score using a formula field
or Process Builder
How do we summarize metrics?

15. Scoring: Prediction Builder
How do we summarize metrics?
Let Prediction Builder
define a score using AI

16. Levels
Use NPSP Levels to
define meaningful
ranges of scores
How do we measure our prospects?

17. Levels
Use NPSP Levels to
define meaningful
ranges of scores
How do we measure our prospects?

18. Pipeline: Major Donor (MD) Pipeline Status
We created the
MD Pipeline Status
picklist field on
Account to help us
easily see which
prospect group a
donor/prospect is in
An organized way to identify and qualify major gift prospects

19. Pipeline: MD Pipeline Status
When we have identified someone in our database who has the
capacity for major giving, that account is given a MD Pipeline Status of
“Suspect Pool”
An organized way to identify and qualify major gift prospects
Suspect Pool
Qualification
Needed
Managed
Prospect
Qualified Not
a Major Donor

20. Pipeline: MD Pipeline Status
When planning a trip, gift officers run a report on Accounts where MD
Pipeline Status = Suspect Pool; to pick someone up for Qualification, they:
Change the MD Pipeline Status to “Qualification Needed”
Change the Account Owner to themselves
Suspect Pool
Qualification
Needed
Managed
Prospect
Qualified Not
a Major Donor

21. Pipeline: MD Pipeline Status
The Gift Officer meets with the prospect to qualify them; then, they change
the MD Pipeline Status:
Qualified Not Major Donor = affinity and/or capacity isn’t there for major
giving, so prospect is put in the direct mail solicitation pool (Account Owner
is switched to someone on annual giving staff)
Suspect Pool
Qualification
Needed
Managed
Prospect
Qualified Not
a Major Donor

22. Pipeline: MD Pipeline Status
The Gift Officer meets with the prospect to qualify them; then, they change
the MD Pipeline Status:
Managed Prospect = add prospect to their portfolio (they remain Account
Owner)
Suspect Pool
Qualification
Needed
Managed
Prospect
Qualified Not
a Major Donor

23. Moves
Now what do I do?
Cultivating prospects through strategic, documented moves

24. ● Opportunities
● Path
● Activities & Chatter
● Engagement Plans

25. Opportunities: Open Major Gifts (OMGs)
Open a
Donation
before you
make an ask!

26. With Path, it’s easy to see what your next step should be
Path: Move Those OMGs

27. Activities
Convincing your Major Gifts officers to begin
tracking interactions in Salesforce can be a
culture shift!
● Use native activities: tasks, log a call, send
an email right from the record
● Create your own custom object: Interlochen
uses “visit reports” to track certain kinds of
structured engagement

28. Visit Reports are best for substantial, in-depth conversations
Activities: Visit Reports

29. Activities: Visit Reports

30. Activities: Automate Activity Capture
● Use a tool that plugs into your email
client
○ Lightning for Outlook/Gmail
○ Cirrus Insight
○ Einstein Activity Capture

31. Chatter: Leave Your Inbox Behind
● Internal discussions move out of email
and onto the record’s Chatter
○ Adds to institutional memory
○ Allows better collaboration on-platform

32. Activities: Lightning Productivity Features
● Use record-specific Quick Actions to streamline data entry
● Use Global Actions to allow your users
to enter data without interrupting their
workflow

33. Activities & Chatter: Use Them on the Go
● Activities, Chatter, Actions are mobile-
friendly, right out of the box!

34. Engagement Plans
Create your first Engagement Plan Template

35. Engagement Plans
Add some tasks to the template

36. Engagement Plans
Add dependent tasks

37. Engagement Plans
Kick off an Engagement Plan
Add the related list to your Opportunity page layout, and click New to kick off an engagement plan
from an Opportunity. The tasks will be created!

38. Engagement Plan Automation: Levels
Kick off an Engagement Plan Using Process Builder or Levels
By specifying an Engagement Plan Template in your Level, you can automatically assign an
engagement plan as soon as a new level is reached.

39. Engagement Plan Automation: Process Builder
Kick off an Engagement Plan Using Process Builder
By specifying an
Engagement Plan
Template using
Process Builder,
you gain lots of
flexibility around
how and when
Engagement Plans
are assigned.

40. Analytics
Was our strategy effective?
Using analytics, reports, dashboards to measure success

41. ● Forecasts
● Reports & Dashboards
● Einstein Analytics

42. Forecasts
Don’t underestimate native Sales Cloud functionality

43. Reports
A suite of go-to reports is the best way to track results

44. Dashboards
Use your reports to power dashboards that show results at a glance

45. Dashboards
Use your reports to power dashboards that show results at a glance

46. Einstein Analytics: Fundraising Template
A more flexible tool to slice and dice your donation data

47. Adoption
Will they use the system?
Tips to get people to actually make use of your hard work.

48. Adoption: Rule to Live By
IF IT IS NOT DOCUMENTED IN SALESFORCE, IT DID NOT HAPPEN!
BETTER DOCUMENTATION = BETTER TRACKING CAPABILITIES
BETTER TRACKING CAPABILITIES = BETTER RESULTS FOR YOUR ORG

49. Adoption: Admin Tips & Tricks
Page optimizations
• Build a customized Home Page
• Streamline record pages for easy reading/entry
• Assign different page layouts to different sets of users
• Dependent page components
Automation
• Quick Actions
• Process Builder
• Report and/or Dashboard subscriptions
Simple things you can do to make it easy for folks to actually use the system

50. Adoption: Resources
Customize a Sales [Fundraising] Path for Your Team:
• https://trailhead.salesforce.com/projects/customize-a-sales-path-for-your-team
Data Modeling
• https://trailhead.salesforce.com/modules/data_modeling
Automate Simple Processes with Process Builder
• https://trailhead.salesforce.com/modules/business_process_automation/units/process_builder
Reports & Dashboards for Lightning
• https://trailhead.salesforce.com/modules/lex_implementation_reports_dashboards
Don’t know how to do [x]? Go learn on Trailhead!

51. Identification
Metrics
Scoring
Levels
Pipeline
Moves
Opportunities
Path
Activities
Engagement Plans
Analytics
Forecasts
Reports
Dashboards
Einstein
Adoption
The key to success!