I opened and ran a 501(c)3, not-for-profit from 1990-2011. Fundraising takes individuals who are committed to the mission, vision or cause of the organization.
Depending on what you need the funds for, the agency's agenda and how it positively influences the neighborhood, the "common good" of those using the services, or the largest impact - "on society", is how you promote it and also attract volunteers.
My recovery house for women competed for local private donations with puppies/kittens and children. Think of posters with puppies, kittens, smiling children and drug addicts and you can see why you have to attract people to fundraise who can address multiple aspects of the issue.
For us, that meant that we could demonstrate that for every $1 spent on treatment costs, a community saved approximately $7 in lost worker productivity, costs of incarceration, aid to dependent children, and ER visits resulting in an indigent care write off at the hospital.
Therefore, even if a female drug addict was not a great poster child, a business owner could see a benefit in their contribution from a tax standpoint. Also as a 501(c)3, their donation itself was tax deductible.
Hope this gave you some ideas.