Image is the perception you and your organization leave with a person after they have met you or seen your organization. Think about what is said after a person meets you or visits your organization for the first time. This is Image. Sometimes, impressions are made even before you meet a person (example: telephone/Zoom calls or email correspondence). 

Exposure is access to the highest level of decision maker in any organization. This should always be a goal when seeking donations or other support. This takes work but should remain as a goal. Once you gain this access, have your ask ready to present.

Here's the big secret: Performance is only 15% of your success at finding supporters. This is likely because everyone must perform to keep an organization going: you, your team, and your board. Performance is something we are expected to do. So, how good are you at getting the job done? Could you improve even 5%?

Image has about a 30% impact on generating success. It is twice as important as your performance. Image is what others think about your program's value and relevance. How does your work make leaders in the community feel inside?

This leaves the impact of gaining Exposure to the highest level of decision maker at 55% of your success. This applies to fundraising calls, making appeals, and looking for board members. 

As an exercise, make a list of three specific things you and your team can do to improve your organization's Performance, Image and Exposure. Then take steps to implement those improvements. I recommend doing this quarterly.