"Public Will Building" is something to think about. A quick google search brings up quite a few notions of what "Public Will Building" is. For example, you can take a look at an article about Public Will Building for Multnomah County Library done in our fair city:
http://www.libraryjournal.com/article/CA6299836.html
The Multnomah Library has been a great resource for me over the years. Public support and grass roots efforts likely will be more important in coming years for organizations like the Multnomah Library and non-profits and those using zero-based budgeting. In the era of Kindles, Nooks and connectedness, focusing messaging towards outcomes can become more effective faster.
This is not different than what we Economist have studies for years with the Collective Action problem. The most famous (in my mind anyway) is the Yellowstone Park example. As everyone comes, feeds bears, and tramples things, there are cost externalities that we "collectively" may need to pay.
I'm thankful we are in a country with such rich resources that we often are just creating new knowledge for knowledge sake. However, to be competitive with the rest of the world we need to be outcomes focused in order to get public goods, like early intervention for health care and other cost reducing strategies in place. Our founding fathers talked about the "Will of the People" and market research often looks at monetizing products and services, however, a great long term strategy for the country is to monetize efforts which can deliver long term savings too. This requires thought into where cost-savings returns reside.
This requires Public Will Building in the form or effective communications that change behavior and public support.
Check back for more citations here: