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ABCs of Mission-Driven Marketing: F-J

Long time no see! The Like Minds Team is back to decode a few familiar Mission-Driven* Marketing terms that you may encounter while working with or talking to a communications professional. OR maybe you’re just curious and stumbled upon our blog! Either way, we’re here to help.

Still have questions? Drop us a line and we’ll be more than happy to serve as your friendly marketing and communications translation (and strategic execution) team!

*For the purposes of this blog, we use the terms mission-driven organization, social enterprise and nonprofit organization interchangeably. While we recognize and honor the important structural differences between each, we ultimately appreciate that each type of business is committed to societal good.


Facebook Advertising

It may seem that every time you blink there’s a new social media platform to familiarize yourself with, but Facebook still owns most of the market (now officially a part of the Meta family). While the days of poking your friends and tagging yourself in “which (insert the latest TV show) character are you” images have come and gone, Facebook is still a fantastic platform for mission-driven businesses to reach and engage in meaningful conversations with their audiences. Why?

Facebook Advertising.

With almost three billion active users, running ads on Facebook is an (almost) guaranteed way to garner community engagement and web traffic.

The most advantageous (and controversial) aspect of Facebook advertising is its plethora of targeting options. You can set campaign parameters, specify target audiences, manage budgets and gain real-time insights to ensure your advertising campaigns are consistently effective.

The best part? Due to its recent acquisitions and rebranding, Facebook, Instagram, Messenger and Audience Network can all be managed under the Meta Ad Manager!


Google Analytics

What feels like a no-brainer to our team members, we’re constantly amazed at just how many businesses are not familiar with Google Analytics. Google Analytics is arguably one of the most valuable dashboards your business can utilize if you’re hoping to better understand how your website and various digital marketing efforts are (or aren’t) working for your organization.

With Google Analytics, you can monitor click-through rates, bounce rates (how quickly visitors leave your various web pages), where your visitors come from on the web, how your website supports development or sales efforts and so much more!



Let’s talk about the ‘Gram. Instagram Highlights were introduced in 2017 and are used to capture and look back on your most memorable Story posts. Unlike regular Instagram Stories which disappear after a day, Instagram Highlights keep those moments saved within “folders” on your profile page. We recommend creating Highlights in your organization’s brand colors to showcase your mission, how followers can get involved, team members and more.


Impact Marketing

Some call it cause marketing, others prefer impact marketing. Our team leans into mission-driven marketing. Whatever you call it, impact marketing is all about engaging with your brand or business’ key stakeholders and their communities in order to advance causes that matter. Impact marketing can be baked into an organization’s mission (see TOMS) or it can be a lever the business pulls for a specific campaign or initiative, such as sponsoring a PRIDE float.

Consumers today increasingly favor brands that make a difference with their dollars. This is where impact marketing can benefit your business. Not only does investing in “doing good” feel great, it also enhances employee morale and is a hugely effective marketing tool.



Hopefully you know what (or who) a journalist is…but are you building relationships with them to help tell your organization’s story? Not only do we look to journalists to share breaking news and to keep us informed in both good and bad times, we also trust them to tell and share the stories that matter. Journalists may write or edit for small and large print and online newspapers or magazines, they may broadcast live from “the field,” they may host your favorite radio show or podcast. Wherever they work, know that their profession has become increasingly more difficult and the pressure is constantly ON for them to break stories first, best and with the most facts to back them up. If you can help make a journalist’s life easier, you might just be included in a future story. Good luck…and don’t forget to thank a journalist today!

Hungry for more? Stay tuned for the next installment of The ABCs of Mission-Driven Marketing! See you next time!