Why does lead generation feel icky in a social venture context?

I wonder if another blocker I have to overcome is the fear of lead generation feeling like a sales concept that is not appropriate for the social venture world. I need to overcome this fast. Maybe the problem is language. Maybe different language is needed to make this feel appropriate.

A charity needs donors to deliver their social impact to clients. A social venture needs customers to deliver their social impact to clients. To get donors or customers they both need a solid lead generation process and they need to focus on the ultimate impact they will deliver as a result.

Language matters and so instead of lead generation I’m going to add one word, impact. I’ll call prospects, impact leads. And, I’ll call the process of generating impact leads, impact lead generation.

One. Powerful. Word.

It’s about my mindset. I’m in the business of impact lead generation right now and I’m going to embrace it.