There is no such thing as the "general public" in nonprofit marketing!
The "general public" includes everyone from your three-year-old neighbor to your eighty-year-old grandma. It includes Wall Street brokers, single moms, cowboys, transvestites, and everyone up and down your street and in your office building. Do you care what every single one of these people think about your issues and organization? If you are smart, the answer is NO!