It's not enough to be good...
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The Washington Post got a world-famous violinist to play (unannounced) in a DC metro station to see what would happen.
What happened was this: of the 1097 people who passed by during the almost-hour of his performance, only a few stopped to listen for a moment. The violinist did receive $32.17 in tips, which isn't too bad, but still much less than one would expect for a Grammy- and Oscar-winning musician.
So, nonprofit organizations aren't the only ones that have trouble getting people to pay attention even if they are doing amazing work. Our work needs associated communication and the proper context, too.
