Posted 9/18/22
Another concept related to the move from business to nonprofit that I have noticed is the idea of belonging. In healthy human development, initial survival depends on food and shelter, and after those have been secured, the next stage involves acceptance into a tribe or group, or an assimilation into a community where support, camaraderie, safety in numbers and cooperation are needed. Look at the COVID Pandemic and how isolation drove up, and is still driving up counseling services and the desire to return to normal which includes a reconnection with others in the community. People have been seeking counseling not only because it is becoming more acceptable in American society, but it also provides a much-needed connection with another individual, especially after experiencing isolation. Hence a feeling of “belonging.”
When comparing sales to fundraising and the idea of a connection or belonging, a salesperson is often not as concerned with an engagement as with people-skills, need satisfaction and profitability. Now, I am sure there are more but one of the obvious businesses that relies on a sense of belonging might be a sports team, where fans feel an identification with the team, and often find a connection with other fans. They also purchase tickets and team clothing with logos, thus benefitting profitability. I have not heard of a customer feeling an attachment to the operations and success of say, an appliance store or landscaper (these are only examples). Most businesses are out to satisfy a customer need at a profit. Repeat customers is also a goal, but I would not consider it a sense of belonging as compared to a non-profit.
Now, what I have noticed since becoming a fundraiser, is that a typical donor not only wants to help the cause, but also feel a part of the good work being done, and the fundraiser who invites donors to belong, at least in my experience, typically attracts more funding. This involves working more on an emotional level. I now make it a point that when I thank donors, I always include gratitude for their support as well as their involvement in the good work being done by the organization, and that they are a big part of it (belonging). However, if there is little or no effort to keep donors updated with accomplishments of the organization, or opportunities to volunteer and participate with those connected to the mission, then the problem of donor attrition and loss of interest may result from a lack of connection. A sale is typically not dependent on inclusion, but a donation often is. If you are new to fundraising, the understanding of this and the need for belonging to something special is very important to raising funds, and in my experience separates the best fundraisers from the average (or those who return to the business world). Belonging is a feeling, which requires working on an emotional level, and it can be learned. Sometimes all it takes is listening and empathy. The more aware you are regarding belonging, the better your chances for success.
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