Few people have shaped the world of fundraising like Jerry Panas. A master storyteller and one of the most influential voices in philanthropy, Panas was known for his books, including Asking: A 59-Minute Guide and Mega Gifts, which continue to be essential reading for fundraisers. His work wasn’t just about securing donations—it was about building deep, lasting relationships with donors through the art of the ask.
Panas believed that fundraising was not about selling but about inviting people to invest in a cause they already believe in. His insights remain timeless, guiding today’s fundraisers on how to engage donors with confidence, authenticity, and purpose. Whether you’re a seasoned development professional or a volunteer stepping into fundraising for the first time, his principles help transform hesitation into meaningful, mission-driven conversations—ones that inspire generosity and drive real impact.
Just as a musician understands the importance of timing and connection with an audience, the best fundraisers recognize that the right ask, delivered with sincerity and passion, can create harmony between a donor’s values and an organization’s mission. That’s the power of Jerry Panas’s legacy—and it’s just as relevant today as ever.
For Panas, the magic of Moves Management wasn’t about manipulation—it was about understanding and reinforcing a donor’s existing commitment. When done right, it ensures that the ask feels like a natural progression of the relationship rather than a transactional request.
Jerry Panas and the Power of Moves Management
Jerry Panas understood that fundraising isn’t just about the moment of the ask—it’s about cultivating relationships over time. That’s where Moves Management comes in. Moves Management is a structured, strategic approach to donor engagement, guiding fundraisers through a series of intentional steps—or “moves”—that deepen a donor’s connection to an organization. Each move is designed to bring the donor closer to making a meaningful gift, whether it’s through personal interactions, thoughtful stewardship, or tailored engagement opportunities.
At its core, Moves Management is successful because it recognizes that philanthropy is deeply personal. People give to causes they believe in, and Panas knew that successful fundraisers don’t just solicit gifts—they build relationships. The process involves tracking donor interactions, identifying their passions, and aligning their giving with the organization’s needs. By moving donors along a well-planned journey—from awareness to engagement to investment—organizations create a more sustainable pipeline of support. For Panas, the magic of Moves Management wasn’t about manipulation—it was about understanding and reinforcing a donor’s existing commitment. When done right, it ensures that the ask feels like a natural progression of the relationship rather than a transactional request. His vision for Moves Management continues to shape modern fundraising, proving that when you treat donors as partners in your mission, generosity follows.
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Angie Thompson is an independent consultant with 40 years of experience bridging the gap between for-profit strategy and nonprofit impact—helping organizations craft powerful messaging, engage supporters, and drive lasting growth.