What The Big Payback Teaches Us About Mission Driven Marketing

This past Tuesday, 770 area nonprofits in Middle Tennessee received a big hug from the city of Nashville and surrounding areas. The Big Payback, an initiative of The Community Foundation of Middle Tennessee, hosted a 24-hour marathon for the sole purpose of raising much needed funds to support the good work done by various programs in our communities.

The desire to give was so intense that it crashed the system. Giving ended, but not the desire to do it.

Despite having to call things off early, the Big Payback online giving event still raised over $1.25 million dollars for non-profits that touch the lives of thousands of people every day.

If nothing else, one thing was made very clear from this year’s Big Payback experience: people care and stand ready to give. And it’s here that we’ll start our month long discussion on The Yellow Box blog about corporate social responsibility (CSR), or quite simply, doing social good.

Understanding Mission Driven Marketing

A good place to start our talk about social good is with your company mission.

Most businesses have mission statements that define who they are and the values the organization subscribes to. Mission driven marketing strategically uses that core mission to drive all the marketing communications for the business.

But if your understanding of this approach to telling your business story stops there, you’ll very likely miss an opportunity to create a more substantive message to relay to your audience – your “greater” purpose, or if you will, “higher calling” for existing.

A broader definition of mission driven marketing has come to include a company’s CSR policy and how, together, the company operates in such a manner that it benefits consumers and society.

Harnessing the power of shared values

Consumers are anxious to partner with brands with values similar to their own as seen during the Big Payback.  And while your business may not be a nonprofit, adopting a commitment to doing your part to make the world a better place will definitely pay dividends for you down the road, and here’s why.

About 90% of Americans say that they are more likely to trust and remain loyal to companies that actively make a difference in society. And 53% of consumers avoid buying from companies that have a negative social or environmental impact.

Hence the rise in popularity of such brands as The Honest Company.

Telling your story

But your business doesn’t have to be structured as a b-corp to run a mission driven company or to use mission driven marketing to invite consumers to see your brand differently.

It only has to have heart and a desire to use what your business does best to make your piece of the world a little better. So pursue social causes that make sense for your business. Think “buy one, give one” initiatives similar to those run by Walgreens (“get a shot, give a shot”) and Warby Parker. 

 

If that strains the budget, donate man hours and volunteer your time.

Whatever you do, create marketing messaging around it that is authentic and reflective of the sincerity of your commitment and you’ll be rewarded with consumer loyalty and praise.