Show Me Your Passion: Cover Letters

I've read tons of cover letters over the last few months. We've received applications from a lot of very impressive people.  However, over and over again, so many cover letters have one fatal flaw that immediately puts applicants in the "no" pile:

If your cover letters doesn't mention ScriptEd, its mission, and why that mission is important to you, you will not get an interview. Here's why:

1. Working at a company with a social mission is really hard work. We're a nonprofit. You're not going to be making a ton of money. I need to know that there is something else motivating you to do this work. 
2. Not only are we a nonprofit, we're also a startup. You're going to help form the direction of the company because you're joining a small team.  I need to know that you're committed to the work. 
3. You need to be able to 'sell' ScriptEd's mission.  You should be able to speak and write passionately and persuasively about ScriptEd. The only way we can make a bigger impact is by getting more people involved in our work. 

Show me your passion!