The Science of Belonging
Understanding what connects us
—and how to strengthen it.
Semora is built on two kinds of research:
trusted data and emerging science.
Together, they form one purpose—belonging.
Can belonging become the next metric that rebuilds trust?
Two Kinds of Research.
One Purpose: Belonging.
For decades, nonprofits have measured generosity—donations, emails, impressions—but not the feeling that makes generosity possible.
Belonging has always been the missing variable.
What would it take to see, measure, and strengthen the sense of belonging that keeps people showing up?
That question became the foundation of Semora Commons.
Our approach starts with what we already know from trusted institutions like Gallup, Edelman, Springtide Research Institute, and the Fundraising Effectiveness Project (FEP)—decades of data showing that trust, relationships, and even small gains in commitment can transform participation.
But where those studies define what drives engagement, Semora explores why.
Why do some messages feel authentic while others fall flat?
Why do some communities feel like home while others feel distant?
That curiosity led us deeper into the psychology of connection—the behavioral science behind belonging.
The Research We Build On
We start from what’s already proven by trusted institutions like Gallup, Edelman, Springtide Research Institute, and the Fundraising Effectiveness Project (AFP): that trust and relationships drive participation—and that even small gains in commitment can change everything.
Gallup
Shows that connection and engagement drive stronger performance, loyalty, and participation.
Edelman
Shows that trust is the foundation of engagement—when people trust institutions, they stay involved.
Springtide
Shows that belonging—feeling seen and valued—is what keeps people connected and participating.
AFP
Ahows that measurable engagement—especially among small donors—drives giving and retention.
Where these studies define what drives
engagement, Semora explores why.
The Behavioral Science Behind Belonging
The answers lie in behavioral science—and the broader social sciences that study how people make meaning, form trust, and decide who to believe.
Semora applies this research through what we call the Identity Layer—the behavioral intelligence at the heart of our system that helps organizations engage people authentically.
Rather than segmenting by demographics or transactions, the Identity Layer maps the deeper drivers of connection: values, moral priorities, and shared stories.
It turns data into empathy—helping organizations understand why people connect, not just how.
Emerging Science
Behavioral science helps us see why people connect. New research now shows how machine learning can help us test those connections—ethically, before they break.
These tools don’t replace human intuition; they extend it—allowing organizations to preview how messages might build or erode trust before they’re shared publicly.
Semora builds on this frontier with empathy and rigor.
From Understanding to Simulation
The Next Chapter of
Belonging Research
Predictive insight
At Stanford University, Professor Rob Willer and his team at the Polarization & Social Change Lab found that large language models can mirror how people think and feel about messages—often predicting human responses as accurately as expert forecasters. Their work shows both the promise of predictive empathy and the responsibility to apply it ethically.
Applied innovation
Emerging tools such as WEVO.ai, Rally AI, and Remesh illustrate a broader communications-intelligence movement—where AI helps organizations test ideas, refine messages, and model audience understanding at scale. Semora advances this frontier through an ethical, values-based lens, applying the same science to help nonprofits measure and strengthen belonging and trust.
How Semora Applies This Emerging Science
Semora’s approach stays simple: ask why.
Every insight includes a feedback loop that explores what made a message feel authentic—and what felt off. The goal is directional, not definitive. AI simulations highlight early patterns of trust and resonance, while people confirm what’s true.
What makes Semora different is intent. We use data and emerging technology to listen faster—not to automate human judgment.
By testing for belonging before campaigns go live, Semora helps organizations adapt sooner, build more honest connections, and strengthen trust that lasts.
This approach follows evidence from behavioral and public interest communications research, which shows that trust is built through iterative feedback, transparent testing, and shared interpretation.
Behavioral Frameworks
We envision building on four key models of human behavior—alongside communications research and social science fields such as psychology, sociology, political science, anthropology, and neuroscience. Together, these frameworks will form the foundation of Semora’s future Identity Layer—a system designed to connect what people value, how they see themselves, and how organizations can build trust and belonging that lasts.
Schwartz Theory of
Basic Human Values
Universal values
drive motivation
Moral Foundations Theory
Moral language
that shapes trust
_edited.jpg)
Hidden Tribes
of America
(More Common)
Worldview mapping
across differences
