How strong is your advancement team’s sense of belonging?
I have condensed a great deal of donor research, both my own and that of others, into the observation that the three great donor desires are:
To Believe – in an organization or cause that holds itself to high standards and high-performance measures
To Belong – to an organization that makes them feel as if they matter and to be among kindred spirits
To Better – both themselves as they seek to better a part of the world they think is most in need of aiding or empowering
David Wilke, vice president and chief development officer at Hazelden Betty Ford Foundation (HBFF) took it a step further. “If we are to respond to those donor desires, ” he said, “shouldn’t we first assess the degree to which our staff feels as if they believe and belong and are helping HBFF better advance its mission?”
He commissioned Louis Diez and me to conduct a confidential “Believe, Belong, Better” survey for his whole team and another survey of his fundraisers, exploring what they saw as the barriers and gateways to their greater productivity. He and his capable executive team then designed a three-day staff retreat in which the survey findings were shared and every member of his staff discussed and developed plans for how they could strengthen their belief, deepen their belonging, and better advance the mission of HBF.
Wilke’s thesis is spot on – building a stronger community of shared purpose begins within. There was no doubt that by the end of their retreat, his capable, committed staff were more fervently living and committed to the 3B’s and would be far better equipped to help more donors achieve the same.
How would your advancement team evaluate the 3Bs? Don’t you think it would be wise to find out?
Jim Langley is the president of Langley Innovations. Langley Innovations provides a range of services to its clients to help them understand the cultural underpinnings of philanthropy and the psychology of donors and, with that knowledge, to develop the most effective strategies and tactics to build broader and more lasting communities of support. Jim has authored numerous books including his most recent book, The Future of Fundraising: Adapting to New Philanthropic Realities, published by Academic Impressions in 2020.