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.