By Jeff McLinden

Are you feeling the love?

In more than 30 years in development and fundraising (there is a difference, you know), I’ve seen the problem all too often. Nonprofit directors believe they are “deserving” of the attention and the contributions of their donors. You see, there’s a pernicious idea afloat that, because they head a worthy cause, people “owe” them their support.

Do you see the problem here? Worthy or not, support constituencies do not “owe” a cause their financial donations. In fact, just the opposite is true: As nonprofit managers and directors, we owe a debt of gratitude and customer service to those who fund our causes. This is what separates the outstanding organizations from all the rest. They understand the powerful nature of the donor relationship — that it works best in a paradigm of partnership.

If you live and work with an attitude toward donors that “we do the work…you pay the bills,” then you are being terribly short-sighted. Because the hard truth is that it is your financial partners who fuel your noble cause. Without them, you’d be working in the food service industry.

The correct view of partnership within a nonprofit endeavor is triangular — there is a direct line between donor and cause, with a dotted line from the organization to both. If your donor cannot “see” the outcomes of her involvement because your organization is in the way, you will fail to fully engage her heart, her head and her passion for the cause. Why? Because you become an obstruction to her engagement!

Feeling the love yet? So many nonprofits never quite understand that they must get out of the way for their donor/partners to really love their involvement. It is only when you begin to help your donor/partners feel truly loved and appreciated for all that THEY are accomplishing for your mutual cause that you will begin to experience the kind of loyalty, continuing involvement, and increasing financial investment that indicate their love for your cause — and your work together as partners.