Finding Clarity For the Next Chapter: How Honoring History While Embracing Innovation Leads to Future Growth
When leadership changed hands from the founding family at Crazy Horse Memorial Foundation, questions about direction, fundraising, sustainability, and organizational unity began to surface. The board and staff knew that legacy alone couldn’t carry them into the future. But could they chart a new course while honoring their history? That’s where DBD Group stepped in, helping the Foundation not only find clarity but also expand its impact going forward.
As we celebrate 20 years of empowering nonprofit organizations, Crazy Horse Memorial Foundation stands as an example of the clients we love to work with. In this case study, discover how a new leader found a clear roadmap to carry forward a legacy and inspire giving.
The Client: Crazy Horse Memorial Foundation
Located in South Dakota’s Black Hills, the Crazy Horse Memorial Foundation is the world’s largest mountain carving in progress, a museum featuring 14,000 artifacts, and an educational institution for Native American students.
Its mission is to protect and preserve Native American cultures, traditions, and living heritage—supported solely by private gifts and admissions.
Background: The Significance of Their Mission
What we love about the Crazy Horse Memorial mountain carving is that it is more than a monumental work of art—it's a living testament to hope, resilience, and cultural pride for Native Nations. Founder Chief Henry Standing Bear’s vision carried far beyond the Black Hills. He established a place where over 570 tribes could see their stories preserved, shared, and celebrated at the Foundation.
For current CEO Whitney Rencountre II, the mission’s importance is deeply personal. He grew up on a Native American reservation, surrounded by cultural traditions—yet, like so many, found his own history missing from what was taught in schools. “I didn't learn a lot about the history of Native American culture growing up, even though I grew up on a Native American reservation, and I'm Native American myself. A lot of what happened throughout history was not something I learned until much later.”
Whitney discovered the true depth and richness of his Native history only when he went to college and began connecting academic knowledge with personal heritage. This realization fuels his passion for the work the Foundation does today. “The motto that I've learned and I've developed is that ‘we do better when we know better.’ When people get an education and they learn, they get a better appreciation. It opens up a whole new opportunity in our world.”
By offering exhibitions, educational opportunities, and authentic storytelling to guests from around the globe, Crazy Horse Memorial Foundation is bridging generational and cultural gaps, combating historical erasure, and empowering the next generation of Native leaders.
Before Working With DBD Group: Leadership Changes & Big Questions
Following the passing of the founding CEO and transition of leadership from the founding family to a new 24-member board, the Foundation reached a crossroads. New CEO Whitney Rencountre II arrived just as the board sought to reexamine their direction, fundraising, and operations in the next chapter of their growth.
The mission’s scale—seeking to both finish a never-before-completed project and elevate Native voices nationally—required bold, strategic innovation and direction. How would they move forward while honoring the legacy of the leaders who came before them and the personal connections that were already established? Whitney was up for the task of leading the way, but the path forward wasn’t yet clear. At DBD Group, we were honored to walk with them to find the clarity and direction they were looking for.
Ultimate Goal: Alignment, Vision & Sustainable Impact
As we began to unpack the Crazy Horse Memorial Foundation's remarkable history and bold dreams for the future, it became clear that their goals were as monumental as the carving itself.
They faced not just the practical realities of nonprofit management and fundraising, but the awe-inspiring, daunting challenge of completing the world’s largest mountain sculpture—a project already more than seven decades in the making. “One of the most asked questions of our guests when they arrive at Crazy Horse Memorial is, ‘When will the mountain carving be completed?’” Whitney explained. “As the largest mountain carving in the world, you're carving granite. It's very expensive. It's very difficult. It's a daunting task for anyone, and especially free of taxpayer funds.”
Finishing the mountain carving isn’t just about moving stone. It’s about advancing a living vision that will inspire people for generations. To achieve that goal, the organization needed more than just financial resources, it required:
- alignment between board and staff
- a strategic plan that embraced both legacy and innovation
- a unified approach to invite greater support from friends, old and new
“The objective was to empower the next generation of leaders within Native American communities by bringing board and staff together around a unified mission and clear direction,” said Rencountre. “We aimed to honor the vision of our founders while evolving to meet today’s challenges, creating a shared sense of purpose and alignment that enables us all to work collaboratively toward sustaining cultural heritage and advancing the legacy of the Crazy Horse Memorial for generations to come.”
This collective clarity and ambition were DBD Group’s focus—supporting their efforts not only to finish the massive mountain sculpture, but also to expand their impact through enhanced educational opportunities, deeper guest engagement, and a brighter future for Native voices.
Recommended Solution: Fresh Perspective & Strategy
DBD Group introduced a comprehensive development assessment, DonorSearch wealth screening, and a collaborative strategic planning process, followed by implementation coaching.
Whitney shared that inviting external partners like DBD Group allowed the Foundation to gain confidence in both where they had been and where they could go. “DBD Group took time to visit with our team one-on-one and really get to know us,” said Whitney. “Their fresh perspective and clear, objective approach gave us confidence and helped us see our strengths and opportunities in new ways. They brought best practices and a structured process that helped us align our passion and dedication into a focused, strategic plan we could all rally around.”
With DBD’s support, the Foundation had space to take stock, honor what worked, and lean into new opportunities. The strategic process clarified roles, surfaced blind spots, and established a common ground for everyone—from the board to staff.
Process: Deep Partnership & Dialogue
DBD Group’s approach is built on genuine partnership. We don't just work for our clients—we work with them every step of the way. For the Crazy Horse Memorial Foundation, we began by conducting a deep dive into their current state and providing guidance on the next steps.
Development Assessment
We started with a comprehensive evaluation to gauge the organization's fundraising readiness, including:
- Online surveys to gather baseline data from staff and volunteers
- Interviews with leadership and development team members to uncover their strengths
- An audit to assess messaging, case for support, social media, web, and print communications
- Analysis of the donor database and giving patterns to identify strengths and opportunities
We then provided the team with a detailed report containing specific recommendations and strategies to strengthen their development capacity.
Strategic Planning Method
Once we understood their current capacity and strengths, we guided them through a comprehensive process designed to build their strategic thinking capacity going forward. Together, we:
- Assessed the landscape and identified trends affecting their work
- Helped define what they do best and envision greater impact
- Engaged the board and staff in facilitated sessions to build buy-in
- Created practical tools that they can use long after our planning process ended
- Established quarterly progress reviews to celebrate wins and adjust strategies
For the Crazy Horse Memorial Foundation, our integrated approach resulted in a strategic roadmap that now guides their meetings and promotes cross-departmental accountability, from the boardroom all the way to the visitor center.
Outcome & ROI: Tangible, Lasting Impact
By embracing both the deep roots of their legacy and the clarity of a new strategic direction, Crazy Horse Memorial Foundation unlocked a new chapter of growth.
- Fresh understanding and approach: Through our collaborative work, the team gained a fresh understanding of how their unique heritage and authentic “make a friend first” approach could become a powerful foundation for modern fundraising and board alignment. With this new perspective, the board and staff came together around a shared vision—one that not only honored the intentions of their founders but also energized everyone with a renewed sense of focus and possibility.
- Elevated fundraising efforts: Their strategic clarity elevated their fundraising efforts. Armed with a unified roadmap and deeper insight into their donor base and organizational strengths, the Foundation was able to build trust and engagement with supporters in bold new ways.
- Inspired increased giving: Most notably, the planning and alignment process directly contributed to inspiring and securing a landmark $2.5 million matching gift, dedicated to accelerating the completion of the mountain carving with new technology. This momentum didn't just address immediate needs—it also expanded the Foundation’s capacity to serve more Native youth, educate guests from around the world, and further carry out its mission.
In short, understanding their past and charting a clear course forward allowed Crazy Horse Memorial Foundation to truly “move mountains”—for today, and for generations to come.
Reflections & Takeaways
- Growth is uncomfortable—and necessary. As Rencountre says, “Get comfortable being uncomfortable, especially when you’re going through transition.”
- Honor what built your legacy, but invite new perspectives and expertise to keep it relevant and strong. “Having a mission and staying true to it is important...our mission inspires mankind and people of all races, cultural backgrounds, and demographics.”
- Outside guidance brings much-needed structure, objectivity, and clarity, especially during times of change. By stepping back and collaborating with trusted partners, mission-driven organizations can amplify their impact and achieve more than they ever imagined.
Conclusion: Shaping the Future Through Strategic Partnership
By blending legacy with innovation, clarity, and cross-cultural collaboration, even the most daring visions can become a reality.
“DBD Group brought best practices and a structured process that helped us align our passion and dedication into a focused, strategic plan we could all rally around. They are honest. They care. They’re clear about their recommendations. They help you find what your strengths are and advance that. They’re very personable, have a lot of expertise, and have a great resource base. I certainly would recommend the DBD Group to any organization out there.” – Whitney Rencountre II, CEO of Crazy Horse Memorial Foundation
Helping the Crazy Horse Memorial Foundation find clarity and reach its goals has been a privilege and an honor—a reminder of why DBD Group is committed to helping changemakers like them thrive. We’re excited to see the mountain carving complete, as it inspires generations of Native Americans and people around the world.
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