Maybe it’s because I’m approaching a big birthday, but I’ve been taking stock lately, and one of the things I realized was that I’ve been in fundraising now for over 15 years.  Yikes!   During the 15 years, I’ve spent 5 years ‘client-side’ and 10 years on the dark side sometimes known as the ‘agency.’ I’ve been in and around lots of incredibly successful client-agency relationships, and a few that were a bit trickier. 

I honestly believe that the relationship between a non-profit and its consultants or agencies has a huge impact on results.  So these are the ingredients that in my experience, make the happiest working relationship, and have the best chance of raising the most $ too:

Trust.  Nothing works in life without it. I think that clients get the most out of their consultants when they truly believe the consultants have their best interests at heart, and aren’t just trying to make a profit. In turn, an agency that feels they don’t have the trust of their client will be constantly scrambling to make their client happy, rather than giving the realistic and sound advice that isn’t always popular.

Information.  The clients who treat us like part of their fundraising team definitely get the best work out of us.  When we know about upcoming events, about victories (or failures) on the projects, about non-fundraising advertising or marketing campaigns – we can work all those things into our fundraising strategy to deliver the best results.  When we get regular results updates, we can give our clients the very best advice on what to test or to adjust to make more money.

Humor.  In direct response, there are hundreds of deadlines each year (if not each month) and a thousand things that can go wrong (of course, we never make mistakes).  A shared sense of humor in the face of stress keeps everyone in perspective and enjoying each other’s company.  An occasional shared glass of pinot-gris doesn’t hurt either.

Honesty.  The fantastic Elizabeth Crook (business consultant) has taught us that “Unexpressed expectations are pre-meditated resentments.”  When a charity can let its consultants know exactly what they expect of them, and when and how, this is always going to make the relationship smoother.  And a self-confident consultant who can explain clearly what they need from their client to get the best results will have the same effect.  Regular check-ins about communication work wonders.

Have a few of your own?  If you have any thoughts about what makes a great relationship between you and your consultants, send them on in.  The best tip or story wins a bottle of said grape.