The Mission Continues:
Strengths: The Mission Continues has a unique model and mission that sets themselves apart from other veterans organizations. The organization also has built relationships with influential figures in our media (Chris Hayes for example). Branding is recognizable to its audience and has a story behind it that resonates.
Weaknesses: They have had negative press in the last year surrounding their former founder which may make audience question credibility.
Opportunities: The Mission Continues can utilize video messaging and Social Media to connect with a wider audience and expand their operations to include active duty service members.
Threats: Having their audience continue to associate the organization with and tie them to their former founder.
Team Rubicon: Team Rubicon’s mission is to unite the skills and experiences of military veterans with first responders to rapidly deploy emergency response teams. Their website features powerful images and a 3-minute-long video on their story at the top of the page, along with features on their veterans. The mission is immediately apparent the moment you click to their website and in the spirit of transparency, they offer key data points on the home page. They are more active than the Mission Continues on Social Media and link all of their accounts to their website. They actively encourage people to start a Facebook fundraiser on behalf of their organization. I had to click around for a bit to find their blog and I feel in terms of mission, The Mission Continues has the advantage of enticing members who are interested in a wider breadth of community projects, not just disaster relief.
The Tillman Foundation: The Mission is to empower military veterans and spouses as the next generation of public and private sector leaders. The Tillman Foundation may be a more recognizable nonprofit than the Mission Continues because of its name but when you click through to their website their mission is not apparent. I had to search for a bit before figuring out what they were all about. It appears they seldom engage with followers on Social Media, only posting every few weeks or months even though they have a host of important corporate and University sponsors.
Hire Heroes USA: Their logo is red, white, and blue, which is pretty much about as patriot as it gets visually, and their mission is essentially in their name leading me to figure out what they did before googling them at all. When I visited their website, their mission statement to empower veterans to succeed through career placement was sprawled across the top of the page. They also list key performance indicators here which gives them a heightened sense of credibility at first glance (even if you have nothing to compare it to). They engage regularly on Social Media but get very few likes and shares (similar to The Mission Continues).