Your product is the service that you provide. Attracting more paying customers (your donors) requires that your product provides effective value to your “recipient customers”. It is a bit tricky for a nonprofit, since the customer is actually made up of multiple constituencies. These include the donors, which fund (pay for the product), volunteers that help you provide the service and the recipients of the service. With the possible exception of an Arts and Cultural organizations, these are typically different groups of constituents. Yet, our product or service must address the needs of all constituent customers. Does it help the recipients while addressing the philanthropic desires of the donors? Understanding the values and demographics of your potential donors is critical to assuring that you have the appropriate constituency to support your cause. So, how good is your “product”? Can you validate that your product is providing value? If you cannot prove that value, you may have to unfortunately select a needed service that is able to be funded, as opposed to another needed service for which there is limited donor support.