Mission vs. Margin: A Comparative Study of Marketing Strategy in For-Profit and Nonprofit Organizations

Eliza Bentler
Fri, 17 Apr 2026 13:30:00 PDT

This study examines how being a for-profit or nonprofit organization influences marketing strategy and strategic decision-making. While marketing is used by both types of organizations to communicate value and connect with audiences, differences in organizational goals can lead to different approaches. This research combines a review of existing literature with qualitative interviews from two local organizations in Montana: a nonprofit organization, Flathead Industries, and a for-profit business, Cambie Taphouse + Coffee.

The findings show clear differences in how marketing is approached across the two organizations. The nonprofit organization focuses more on mission-driven messaging, long-term awareness, and community impact, while the for-profit business emphasizes customer engagement, immediate outcomes, and practical decision-making. At the same time, the results suggest that geographic context also plays a role, as both organizations operate in smaller, community-based markets where local relationships and reputation are important.

Overall, this study provides a more applied perspective on marketing strategy by showing how both organizational structure and real-world context influence decision-making. These findings contribute to a better understanding of how marketing operates across different types of organizations and highlight the importance of considering both internal goals and external environments.