Yes – this post on a fundraising and leadership blog is about vodka. But more importantly it’s about marketing.

As reported by the Planet Money team at NPR, according to Title 27, Section 5.22 of the Alcohol, Tobacco and Firearms Code, vodka must be distilled or treated until it is “without distinctive character, aroma, taste or color.” That inherently means that all vodkas should taste the same.

Yet, how many of you turn up your nose at Gordan’s vodka and covet Grey Goose? According to Planet Money, the cheap stuff tastes the same as the pricey stuff, yet we covet the brand — the marketing.

The non profit space is crowded. You probably have many competitors. What would make you Grey Goose?