Some people like the idea of doing something meaningful, I've been in the sector too long to care about that. What I do find is that the sort of problems you're facing are far more interesting. For example, I spend all day trying to figure out how best to track how [ISSUE] is presented in the media.
Worth having a poke around non-profit job boards for interesting-looking problems. The good gigs are often solving very specific, weird and interesting challenges.