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Marketing for Mission
Marketing for mission is an innovative approach to management
that supports change-making at all levels – within a department, throughout
an organization, or across society. It blends the mission focus of
reformers with the success of corporate marketers, and it challenges
organizations to change from being "telling" cultures to
being "asking" cultures.
Marketing for mission increases the effectiveness of executives and
staffs as they weigh opportunities, consider alternatives, and target
results across functions:
 product/service
design and delivery
internal
and external communications
human
resources
fundraising
membership
development
volunteer
recruitment
Board
of Directors involvement
There is a four-step process to marketing for mission. It requires
an organization to identify:
- the action it wishes to occur;
- the individuals who must take that action;
- their motivation for doing so; and
- the area of overlap between the organization's goal and the
motivation of those who must act.
It is in the overlap that opportunity appears, workable solutions
are developed, and change can advance.
Marketing for Mission, (BoardSource 1998, formerly National
Center for Nonprofit Boards) by Rebecca K. Leet. |
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