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Have you examined your nonprofit’s mission statement lately? Jim Weber says repositioning your cause can help your fundraising efforts. 

This article was originally published in March 2017.

If the initial premise of what your nonprofit does isn’t correctly defined, the rest of everything you do – no matter how hard you work and no matter how good your intentions are or love of the cause is – will probably lead to mediocre results and donor apathy, and certainly no spectacular breakthroughs or solutions.

The importance of mission

One of the biggest influences on my career, a man who started me on the path of recognising the importance of mission, is Simon Sinek who, back in 2009, worked for the Rand Corporation, which describes itself as a global policy think tank.

In September 2009, Sinek did an inspiring TED Talk called How Great Leaders Inspire Action. In it he convincingly illustrated that certain companies and individuals stand out as leaders, and gave the examples of Apple, Coca Cola, Gandhi and Martin Luther King.

Having researched these companies and people, he came up with what…
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