It's called "respect", and it goes both ways.
I was a non-boater for 12 years before I got my own boat. During that time, not only did I offer to pay for 1/2 the gas costs (including towing), but also made myself useful in other ways, such as backing the rig down the ramp (boy did I ever learn how to back up dozens of different setups!), operating the trolling motor while the boater re-rigged in wind, etc.. I also made sure I didn't bring too much with me, cleaned up after myself, treated the boat as if it were my own, and brought my own lunch/water, etc. In essence, I was self-sufficient and therefore, less "bother" for the boater. And if the opportunity presented itself, I'd buy him breakfast or lunch. The only complaint I received is that I talk too much! LOL!
I also became a member of an "inner circle" of non-boaters in my club where we exchanged notes about boaters. It didn't take long before everyone knew who were the stand-up guys, and who to avoid - you know, the ones who felt they were doing you a favor, who felt you were "beneath" them, and that you owed them for the privilege. You also found out about the guys who would "front seat" you, and limit your chances of catching fish.
Now, as a boater, I treat all my non-boaters with the same courtesy and respect i had as a non-boater. No, I don't expect them to pay anything, although I graciously accept when offered (some people are insulted when you don't accept). I try to leave areas untouched for them to fish (and sometimes even point them out if they miss too many), and in general, try to make their day enjoyable.
But really what it boils down to is communication. Setting up expectations ahead of time goes a long ways folks. I'm not a guide and tell people that. It's just a couple of buddies going fishing, having a good time. If it's a tournament, I want to hear their thoughts and put together a game plan we both feel will work. Most of all, I let them know how much space they have for their gear, what items to bring (such as a life jacket), and when/where to meet me. And if it's a fun fishing trip, I get a feel for when they want to be off the water.
Hope that helps!