When developing a marketing plan, whether a capital campaign or an annual campaign, the organizational mission should be closely aligned to the marketing strategy. The "mission" is the overreaching purpose of an organization, the purpose for which the organization exists. The marketing process must confirm the validity of the organization's mission from beginning to end.

consider how you would align mission and marketing strategy if you were tasked with presenting a marketing plan to your health system's CEO.

Several strong paragraphs