In his recent article in APRA’s Connections, Tim DeCelle reveals, “In a 2019 interview, the now-retired David Dunlop reflects on the history of a system he helped create. For Dunlop, the core of moves management aims at “inspiring people to do the things that we believe they would want to do anyway,” he explains. “Really helping them accomplish what is consistent with their values and interests.” According to Dunlop, it was never intended to be focused on “making a game of moves,” but rather on the real animating passions of supporters.”
Later in that article he shares, “In a 1993 essay collection on developing major gift programs, Dunlop outlined his vision of moves management. Dunlop summarizes his system in seven steps: identification, information, awareness, understanding, caring, involvement and commitment. At first glance, his system, mirrors the modern-day version before quickly revealing a remarkably flexible and holistic approach.
Dunlop’s system moves supporters from their passions towards an embedded stance within an institutional lifecycle. In other words, Dunlop’s vision seeks to develop the inner dimensions of support before moving to their external expressions.
From an inner passion to outer resolve, Dunlop’s vision prioritizes understanding, caring and the value of experience. In the same article, he highlights the need for a “nurturing” fundraising that optimizes “access” to a range of “experiences,” all which center on a “commitment to the institution and the purpose of the gift.” Dunlop doesn’t dismiss the value of a gift. However, he frees the gift from the constraints of any predetermined system. Now, who can say what a “commitment” will look like from a given supporter? It is hopefully and joyfully indeterminate.”
It’s an important article as is anything that more accurately states Dunlop’s intentions. Though his system was never intended to be “a game of moves,” too many seized on the phrase and made it just that. Let’s get back to being true to what he really intended.
Jim Langley is the president of Langley Innovations. Langley Innovations provides a range of services to its clients to help them understand the cultural underpinnings of philanthropy and the psychology of donors and, with that knowledge, to develop the most effective strategies and tactics to build broader and more lasting communities of support. Jim has authored numerous books, including his most recent book, The Future of Fundraising: Adapting to New Philanthropic Realities, published by Academic Impressions in 2020.
