As ocean-ward he fell, Little Ray could hear
The crowd on the beach begin to cheer.
Down and down Little Ray did drop.
He hit the water with a big KERPLOP!
(“The Amazing Flight of Little Ray”)
Mission marketing balances economic growth with social responsibility to benefit the whole of society.
The Web has made consumers aware of the social responsibility of the businesses and services they patronize. As a result, it is increasingly important for companies to give back or reduce their impact on humanity and ecology. In return, these socially responsible companies may receive greater loyalty from their customers. Much as society benefits from social responsibility, the economic growth of a writer can benefit from adopting the not-for-profit strategy of mission marketing. To reach a larger sector of society, writers must have a mission other than selling products or services. Often, a business can arise and succeed due to active support of existing missions. Other times these missions result from a niche created by an individual, organization or a business. Over time, readers, writers and educators may become involved in multiple missions. These missions may form an anchor for our business platforms and our personal lifestyles. Missions connect us to other caring individuals and organizations, making us part of something bigger than ourselves or than our products, productions or services. Everyone should develop a mission that stirs a passion and touches others. Missions unite and empower people and organizations with the energy generated by participation in mutually compatible causes, goals, interests and concerns. A marketing mission is not one of self-interest. It is intended to help others in our communities. However, it also can attract like-minded business.