Articulating an organization's value proposition - the impact of the organization over time - results in the creation of the longer line: to motivate, to let people be a part of your success, to create an exciting urgency, and to help staff and volunteers remain motivated beyond the current year. When an arts and culture organization's value is well articulated, it is immediately more worthy of a broad base of community support. The organization is understood as having an important role in the community, with goals and solid plans. Donors who give their support today will have an authentic sense of being part of something successful and significant.