Practically speaking, you will need to position your organization as the voice of the cause, within a crowded and noisy marketplace. You will need to demonstrate expertise of the cause, and support it with communications about the organization. Your organization must become the voice for those who have no voice.
For a free poster and more insights on how to connect your mission with your followers, visit Aespire, and from the book Raise Your Voice: A Cause Manifesto.