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.
Good marketing is good mission.
Good marketing brings about good mission results. As you work with your board, think of them as a resource, not a restriction. But in an era of receding resources, you need to utilize every single resource you have to the maximum to get the most mission. If your board doesn't know the difference between governance and management, you may have a big job ahead of you, one that will take months or years, but effective not-for profits have strong boards and strong staffs. I think you need to be market oriented, flexible and adaptable to rapidly changing circumstances.