If you understand the need to be different in your marketing, the critical question becomes: “How can I be different?” Many nonprofits and businesses have competing or similar organizations in their area. On the surface, it seems like most organizations of similar purpose are for the most part identical. Churches seem the same. Builders, car repair shops, dry cleaners, charity thrift stores all seem generally the same. One of the biggest struggles that business and nonprofit owners have is identifying how they can be different from their competitors.