When is Giving Like a One-Night Stand?

Leave it to ASPCA’s Steve Froehlich to sneak a little banter about one-night stands into a session at the DMA Nonprofit Federation’s 2008 Washington Nonprofit Conference. Hey, the guy knows how to keep an audience on its toes.

In the session titled, “Repeat After Me … I Will Give Again: Cementing Relationships that Garner a Second Gift,” which Steve co-presented with American Red Cross’ Margaret Carter and Convio’s Brian Hauf, he started off with this provocative question:

“Before I begin, I’d like everyone who has ever had a one-night stand to think about how they felt the morning after.” (Needless to say there was a collective sigh of relief when the audience realized he wasn’t asking anyone to raise their hands.)

Some possible morning-after emotions:
* Maybe a little excited … but uncertain if it was a one-time thing.
* Confused … maybe a little scared.
* Regret, embarrassment, remorse.
* Used or cast aside.
* Uncertain about the future.

He quickly followed with, “Now I’d like you to think about the last time a stranger asked you for money and you gave it to them … maybe even with a credit card. How did it make you feel a couple of days later?”

It was no real surprise when Steve listed some possible post-donation emotions:
* Maybe a little excited … but uncertain if it was a one-time thing.
* Confused … maybe a little scared.
* Regret, embarrassment, remorse.
* Used or cast aside.
* Uncertain about the future.

Sound familiar? It’s a great point — that, according to Steve, “It’s not a relationship unless it happens a second time.”

Personal definitions of relationships aside, here are Steve’s tips for securing that second “time” (gift).
* Say thank you quickly, communicate in the natural tone that reflects your organization, and enclose an ask with an envelope.
* Use a monthly donor invitation phone call within the first three or four months after the first gift.
* Suppress the donor’s name from list exchange for the first few months a donor is on the file.
* Try posting online leads in your mail stream and vice versa — an integrated donor is a valuable donor.