The central problem arising from giving gifts to donors as a result of their charitable support is far deeper than any “transactional vs. relational” discussion.
Yes, we should be promoting a more relational approach to our advancement work with donors.
And, yes, we have to be careful with teaching our donors to expect a gift every time they support our cause philanthropically.
But, the fundamental problem underlying the practice of giving gifts to donors as a response to their generous support is that we are misunderstanding what is motivating the donor.
Donors don’t give TO us as much as they give THROUGH us.
Their gifts are not for us. Their gifts are for the mission. Their gifts are for those we serve. Their gifts are for the cause.
When we give gifts to donors for their support, we are behaving as if they have given us something. We are responding as if someone personally did us a favor and we want to respond nicely, politely, and thoughtfully.
Our work is to remind donors – and ourselves – about the importance of our mission and the worthiness of those we serve. When we behave as though our donors are helping us, instead of supporting the mission, our understanding of the fundamentals of our work begins to get out of focus.
