Numerous product examples of this exist throughout the world. Selling a value is somewhat of an oxymoron. Non-profits don't start out trying to convince constituents about the perceived need. The need is already implied by their very existence and mission objectives. You don't start an NGO soup kitchen unless there are people that need feeding.
People buy into the mission because it resonates with their values.
On the other hand, there are numerous examples of high profile, non-profit organizations that carry out their mission successfully and that are well known in their specialty areas locally, nationally or internationally. This despite marketing budgets that pale in comparison to their for-profit counterparts. Corporations need goodwill and non-profits need sustainable paradigms. These type of partnerships facilitate both. This market is vast, international and lucrative.