Mission-driven marketing

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Mission-driven marketing, or mission-based marketing refers to a strategic marketing approach which uses an organization’s core mission as the foundation and focus of its marketing communications. Philosophically, it is based on the organization’s desire to promote the purpose, aim, and goals of the organization, as outlined in its mission statement, and to communicate the benefits of achieving those goals to its stakeholders.

The term, mission-driven marketing, has historically been associated with the non-profit sector,[1] and non-governmental organizations, as early as 1998.[2] Mission-driven marketing philosophy and strategy has also been applied in the healthcare[3][4] and education[5][6] sectors, and is increasingly being adopted by businesses as part of their corporate social responsibility and philanthropy initiatives.

Key concepts[edit]

Organizational philosophy[edit]

A mission-driven, or mission-based organization can be non-profit or for-profit, public or private, governmental or non-governmental, philanthropic or religious. Typically, mission-driven organizations, are formed and/or managed to accomplish goals that extend beyond profits for stakeholders, shareholders, and owners to include a societal benefit. This could include an array of focus areas such as, education, youth development, protecting the environment, caring for the sick, fighting poverty, and promoting spirituality. Companies who adopt fair trade or environmental sustainability business practices could also be considered as an organization with a mission-driven focus.[7]

Adherence to core values[edit]

Values based organizations are mission-driven. Therefore, central to mission-driven marketing philosophy is adherence to the organization's core values, and using its mission statement as the basis for planning and implementation of marketing strategy. Market factors are taken into account, but the mission is the final determining factor. It has also been defined as being "mission-based and market driven".[8] Such businesses are increasingly being referred to as a "conscious business", or engaging in "conscious capitalism". The organization's values then provide a foundation for its marketing messages.

See also[edit]


  1. ^ Mission-Driven Marketing, The NonProfit Times Thursday, May 20, 2004
  2. ^ Rebecca Leet, Marketing for Mission, National Center for Nonprofit Boards, 1998 (NCNB Booklet, Strategic Issues Series) 24 pp. ISBN 0-925299-82-0
  3. ^ James E. Rohrer, Thomas Vaughn, and Jorg Westermann, Mission-Driven Marketing: A Rural Example, Journal of Healthcare Management, Volume 44, Number 2 March/April 1999
  4. ^ Aly Sterling, Return to Mission Driven Marketing, Presentation at 2003 Fall Meeting of Mental Health Corporations of America (MHCA) in Scottsdale, AZ, Marketing Committee & Focus Group, November 5, 2003
  5. ^ Peggy Sue Loroz, J. Michael Stebbins, Gonzaga University, Mission-driven Marketing Education: Practical Approaches Archived 2012-03-06 at the Wayback Machine., Conference on "Business Education at Catholic Universities: Exploring the Role of Mission-Driven Business Schools," University of Notre Dame, Indiana, June 2008
  6. ^ Eric J. Anctil, Selling Higher Education: Marketing and Advertising America's Colleges and Universities, Association for the Study of Higher Education (ASHE) Higher Education Report , Volume 34, Number 2, September 2008, ISBN 978-0-470-43773-5
  7. ^ Bob Wall, Mark Sobol, Robert Solum , The Mission-Driven Organization: From Mission Statement to a Thriving Enterprise, Here's Your Blueprint for Building an Inspired, Cohesive, Customer-Oriented Team, Prima Lifestyles, February 24, 1999 ISBN 978-0-7615-1881-5
  8. ^ Peter C Brinckerhoff, Mission-Based Marketing: Positioning Your Not-for-Profit in an Increasingly Competitive World. New York: John Wiley & Sons (1997). 2nd Edition, 2003, ISBN 978-0-471-23718-1