In order for your compelling mission to be heard by donors, clients, and the public, you must have an effective communication strategy. It's importance that your organization understands its "WHY" mission. "Getting to their "WHY"-both why they do what they do, and why their audience should care-and embedding that in everything," says Sharon Sampson, CEO of Open Book Communications. Stakeholders need to be equipped with a simple way of understanding "what do you do" and "what difference does it make." That has to drive deeper to mission and outcomes that make donors/stakeholders feel part of something larger than themselves. Learn how to identify what you most want your audience to do, solve, or feel?