The groups that often have the greatest success connecting with donors, motivating activists, or getting media attention do not spend much time talking about their programs and services—instead, they are adept at articulating why they do what they do:  https://www.nonprofitmarketingguide.com/blog/2018/02/22/communicate-purpose-understanding-power/?inf_contact_key=7798a19e792f99e3e3c8246886ada884f6287dbd55e931df7b990e8c97ff0fbd