The other day I had lunch with a retired CEO who now chairs the board of a large social service agency with a broad range of services. “The work we do is great,” he said, “but it’s not simple to explain to others. I find it hard to get people excited about our organization when they can’t really figure out what we do.”

At Wellspring Consulting, which I founded in 2002, we often hear about this problem from those involved in nonprofit organizations that provide a broad range of...

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