In this Issue:

• • From Connection to Commitment: Rethinking Donor Engagement as Sacred Relationship
  • Expanded Perspective: Donor Lifecycle
  • First Day Podcast: Why Donors Leave
  • Webinar: The Latest Trends in Giving to Religion

By Rachel Perten, MPA, Director of Advancement at the Central Conference of American Rabbis

If you’re in a position of leadership within a religious institution—whether clergy, a lay leader, or directing a nonprofit—you already know that relationships are at the core of everything we do. We preach, teach, listen, guide, and gather—all in service of building community. So, when it comes to fundraising, it’s not always about asking for money. It’s about deepening relationships. That’s why a relational approach like Moves Management can be so powerful.

What is Moves Management?

Simply put, Moves Management is a framework for cultivating and strengthening donor relationships over time. A “move” is any intentional action that brings someone closer to your mission and community. It might be a personal thank-you note, a coffee conversation, or an invitation to get involved with a program. Each touchpoint is meaningful when it’s rooted in genuine care and connection. It’s not about pressure—it’s about presence. Done well, it reflects our deepest values: hospitality, gratitude, and shared purpose.

Real-Life Examples

Judith’s Journey:
Judith first attended a service as a guest, invited by a friend. She enjoyed the experience but wasn’t sure where she fit in. A few days later, she received a warm follow-up: an invitation to a holiday meal and a handwritten thank-you note. Feeling genuinely welcomed, she began showing up more regularly.

As she got to know people—through post-service conversations, a discussion group, and casual coffee chats—Judith felt increasingly connected. When a speaker addressed a topic that resonated deeply, she made her first donation in memory of her parents.

Over time, her involvement grew. She began volunteering, joined a committee, and became a consistent supporter of the Endowment Fund.

Judith’s story wasn’t about one big moment—it was a series of thoughtful, intentional steps that made her feel seen and valued. That’s the heart of Moves Management: deepening connection in ways that invite lasting generosity.

David’s Involvement Grows:
David first connected with the community through a music event held in the gathering space. A longtime music lover, he appreciated the welcoming atmosphere and stayed afterward to chat with one of the spiritual leaders. A few weeks later, he received a thoughtful invitation to attend a discussion group, followed by a personal note thanking him for coming. As David continued to show up—at services, learning sessions, and volunteer opportunities—leaders took time to learn about his interests.

Eventually, someone invited him to co-chair a new arts initiative. Feeling seen and appreciated, David accepted—and not long after, made his first contribution to support adult education. Today, David is a regular donor, an active volunteer, and a trusted voice within the community.

Judith and David’s journeys didn’t happen by chance—they were shaped by intentional, caring steps. That’s the essence of Moves Management: not pushing people to give but creating space where generosity grows naturally through relationship.

Why It Matters in Religious Communities

Religious communities and institutions aren’t just service providers; we’re centers of meaning. People don’t give to us because they’re buying a product. They give because they believe in the sacred work we’re doing—because they want to be part of something that matters.

Belief, though, isn’t enough on its own. People need to feel seen, valued, and invited. Moves Management gives us a way to offer that invitation with thoughtfulness and care. It honors the uniqueness of each person’s journey and supports them as they grow from curious observer to committed supporter.

The Five Stages of Donor Engagement

Moves Management typically unfolds in five key stages:

1. Identify – Who’s showing up? Who’s asking thoughtful questions or volunteering time? Pay attention to who might be ready for a deeper connection.

2. Qualify – Learn more about these individuals—their interests, values, and giving capacity. Not everyone is ready to give right away, and that’s okay. This step is about understanding, not judgment.

3. Cultivate – This is where the relationship deepens. Share the impact of your work, extend meaningful invitations, and create experiences that help people feel like insiders.

4. Solicit – When the time is right, extend a thoughtful, personalized invitation to give. If the relationship has been nurtured well, this won’t feel awkward—it will feel like a natural next step.

5. Steward – After a gift is made, say thank you. Show the difference their support makes. Keep them involved. Strong stewardship turns one-time givers into lifelong champions.

Putting Moves Management into Practice

Successfully implementing Moves Management requires more than good intentions—it requires consistency, coordination, and a clear system for tracking relationships. This might mean using a CRM (Customer Relationship Management) tool, developing shared staff protocols, or simply creating a spreadsheet to log meaningful interactions. The key is to ensure that no one slips through the cracks. When teams communicate and collaborate around donor engagement, the process becomes more intentional and less reactive. Every “move” can then build on the last, helping potential supporters feel known, remembered, and valued. And when leadership prioritizes this kind of strategic relationship-building, it becomes part of the community’s culture—not just a fundraising tactic.

Your Leadership Role

Whether you’re a member of clergy, executive director, or board chair, you don’t need to do it all—but your presence and authenticity are irreplaceable. People respond to leaders who are clear about their vision, honest about their needs, and genuine in their gratitude. Even a short conversation, a handwritten note, or a public thank-you can have a lasting impact. These small acts build trust—and trust builds community.

A Culture Rooted in Gratitude

At the end of the day, fundraising isn’t a break from your mission—it’s an expression of it. When we approach it as a vehicle of relationship, we give people the opportunity to live out their values, support what they love, and become part of something bigger than themselves.

Creating a culture of generosity starts with one thing: authentic connection. And when we lead with heart, generosity follows.

Rachel Perten, MPA, is the Director of Advancement at the Central Conference of American Rabbis (CCAR). She is a development professional with a background in faith-based institutions and community building. Rachel is passionate about helping leaders create meaningful relationships that lead to sustainable impact.