For Seth Godin it's as simple as marketing in just seven words: People like us do things like this.
For marketers, it's about finding your community by not believing (or hoping) that everyone is your community.
For fundraisers, it's about telling people how wonderful you are and letting everyone think you're good (and getting some money from those who understand what you really do and why you do it).
For everyone else, it's about just fitting-in a comfortable, familiar, welcoming space or community or club and hoping (maybe even knowing), you belong.
For everyone it's about belonging... and belonging is the heart of marketing.