What is a Mission Moment and Why They Matter
We have all encountered mission moment stories. They are in TV commercials, magazine ads, and annual donation campaigns. A mission moment is a powerful, personal story about how your organization helped someone overcome an obstacle or make a positive impact for a cause they care about.
These are authentic experiences shared by real people. Whether you are a for-profit business or a nonprofit organization, mission moments humanize your brand and deepen your audience relationship through shared values.
Consumers increasingly expect businesses to engage in social and environmental issues. This presents an opportunity to capture and leverage mission moment stories to improve audience engagement and support business objectives.
Here is the evidence that these mission moments matter for business:
94% of global citizens will be more likely to trust a company, and 93% will be more loyal to a company (i.e., continue buying products or services) if it commitments to social or environmental issues.
Nearly 50% of consumers need to hear or see proof of a company’s responsibility before they will believe it.
80% of consumers would buy a product from an unknown brand if they had strong social or environmental commitments.
Commitments to social or environmental issues increase revenue by up to 20%.
Social or environmental commitments can allow a business to charge up to a 20% price premium.
Telling your audience about what you are doing can raise awareness, but creating the opportunity for your audience to join you in championing a shared cause is the beginning of a long-term relationship.