Volume XXIV, Number 5 (Issue 1166) February 2, 2026
Three D’s, Four W’s – Part II
In Part I we looked at three critical elements that contribute to the effectiveness of a nonprofit organization’s board, i.e., the right combination of Doers, Donors, and Door Openers. I concluded by stating we would spend this week examining the four W’s that play a comparable role in the effectiveness of a for-profit organization’s board. But before we go there, I have a couple of additional thoughts I believe illustrate the vital, mutual connection that should exist between the nonprofit and for-profit worlds.
For starters, there is the obvious reliance on volunteer leadership and corporate philanthropy – without which many nonprofit organizations would struggle mightily. But there is also a page in the nonprofit playbook that for-profit organizations would do well to replicate. Any guesses as to what that might be?
Here is a hint. When you think about the nonprofits you know, what distinguishes the commitment of those who work and volunteer compared to the typical level of loyalty and commitment found in many for-profit organizations’ staff (and customers)?
A: It is the passion for a cause that nonprofits enjoy when it comes to their paid and unpaid personnel. Those individuals put in the work, not for a big paycheck, generous retirement benefits, or growth in their financial investment. Rather, much if not all of their people’s ROI is derived from the satisfaction that comes from serving a worthy cause and making a difference in the lives of others. If only nonprofits could bottle and sell that to their for-profit brethren, both would be the better for it. Short of that, the answer for for-profit organizations is to articulate their mission in ways that captivate the hearts and minds of their employees.
Take financial institutions as an example. Would you rather work for, bank with, and invest in a bank where the mission statement focuses on enriching the shareholders and senior executives at the expense of others or one where the stated purpose and daily actions make it clear the goal is to take care of the customers, community, and those who labor in the trenches?
Organizations that want a team of dedicated, hardworking employees, lower turnover, and good reputations seek to benefit a broader cause and audience. Think: our mission is to help those we serve grow and prosper. For the record, FIs that focus on their people and are well-managed tend to perform better over the long term than do those where the focus is making money above all else. Which brings us to the four W’s -Wealth, Work, Witness, and Wisdom.
Wealth – The ability and willingness to make a meaningful investment of capital.
Work – Investing in oneself and one’s knowledge base, learning about the industry including the rules and regulations that impact the business, how the business performs, coming fully prepared to board meetings and company sponsored events, etc.
Witness – Besides conducting one’s personal affairs in a manner that brings credit to the organization, board members must be prepared to leverage their network of contacts in ways that help the business grow. They should also support and protect the industry and franchise through personal lobbying efforts with public officials, plus invite others to “come and see.”
Wisdom – Being an informed and active participant in the discussions and deliberations of the board as it sets policy and strategy. That may include providing advice to the CEO and leadership in situations where the board member’s knowledge and technical expertise can be of special value.
In an ideal world every board member would bring all four of these qualities to the table. A more practical goal, however, would be for every board member to check a combination of at least three of the four boxes.
Young or old, well-heeled or merely rich in spirit, the truth is most people give of their precious time and money because they are drawn to the cause. Whether they do so for purely altruistic reasons such as being in service to others, or the goal is more about self-benefit, organizations need board members (as well as employees/volunteers) where the commitment involves head, heart, and hands.
Soli Deo Gloria
“He has shown you, O mortal, what is good. And what does the LORD require of you? To act justly and to love mercy and to walk humbly with your God.” Micah 6:8
J. Keith Hughey
Mobile: (210) 260-0955
E-mail: keith@jkeithhughey.com
Website: www.jkeithhughey.com
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