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While business practices do not always translate to the nonprofit sector, the clear, crisp communication of the organizational purpose is one thing charities can do better.

"Purpose, according to the Oxford English Dictionary, is “the reason for which something is done or made or for which something exists”. A purposeful organisation is one that puts the reasons for which it was set up at the heart of everything it does, from strategy to communications and corporate culture.

"Charities should be the best organisations at explaining their purpose but in my opinion companies are beating them to it. Businesses such as Apple, Innocent and Virgin are working to turn customers and employees into engaged advocates for the brand. These companies have understood the value of building an ethical or dynamic brand that is seen to offer far more than just a product and they are building that idea into all of their operations – from recruitment to marketing and decision-making."--Carla Miller, The Guardian

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