Your organization has a federal tax exemption from taxes on profits made pursuing your mission. But the law does not forbid you from making money. In some cases, this is just another term used for public relations. This is a lot of work, and a different way of doing things for many organizations. More return customers, more referrals.
Happy customers come back.
That's an example of a return customer. More efficient, targeted services. By asking people what they want and giving it to them, you will target your resources on the real needs in the community, and perhaps discontinue services that are no longer needed or in great demand. It stands to reason that happier customers who return will also refer people to you. All of this translates into more income for your organization.