Mission Statement – Guide for Nonprofits

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What is a Mission Statement?

A mission statement is a brief, powerful declaration that describes the purpose of an organization. It succinctly defines why the organization exists, what it does, and for whom it does it. A mission statement serves as a foundation for the organization’s strategic planning and decision-making processes. It helps guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. Additionally, it communicates the organization’s purpose to stakeholders, including donors, volunteers, and the general public.

Purpose of a Mission Statement

The mission statement serves multiple vital roles within a nonprofit organization. Understanding these purposes can help in crafting a statement that is both meaningful and effective.

Here are the key purposes of a mission statement:

  • Clarifies Purpose: Clearly states the organization’s purpose and primary objectives.

  • Guides Actions: Helps guide decisions and actions to ensure they align with the organization’s goals.

  • Inspires and Motivates: Inspires and motivates staff, volunteers, and supporters by providing a clear sense of direction.

  • Communicates Values: Conveys the organization’s values and principles to stakeholders.

  • Establishes Identity: Establishes a unique identity that differentiates the organization from others.

Steps for Writing a Strong and Effective Mission Statement

Writing a mission statement involves several thoughtful steps that ensure the statement is both impactful and representative of your organization’s essence. Below is a step-by-step guide to help you through this process:

Step 1 - Identify Your Core Values

Core values are fundamental beliefs that guide an organization’s actions and decision-making. Write down a few words that embody your organization’s core values.

Questions to Ask

What are the core values and principles that guide our organization? What do we believe in? What is important to us?

Example

Integrity, compassion, empowerment, collaboration.

Tip

Involve key stakeholders in identifying core values to ensure they reflect the organization's true ethos.

Step 2 - Define Your Purpose

The purpose explains why the organization exists and the problem it aims to address. Write a sentence that describes the problem and need your organization is addressing.

Questions to Ask

Why does our organization exist? What problem are we trying to solve or what need are we addressing?

Example

To support homeless individuals in our community by providing shelter, food, and essential services.

Tip

Ensure the purpose is specific and addresses a real, tangible need in the community.

Step 3 - Determine Your Primary Activities

Primary activities are the key actions and programs the organization undertakes to fulfill its purpose. Write a brief sentence that describes the core activities you perform to achieve your purpose.

Questions to Ask

What does our organization do to achieve its purpose? What are our main activities and programs?

Example

Providing temporary housing, meal services, and job training programs.

Tip

Clearly define the activities to avoid ambiguity and ensure focus.

Step 4 - Identify Your Target Audience

The target audience refers to the primary beneficiaries of the organization’s services. Write down and describe your target audience.

Questions to Ask

Who are the beneficiaries of our services? Who do we serve?

Example

Homeless individuals and families in our community.

Tip

Be specific about your target audience to ensure your mission statement is relevant and impactful.

Step 5 - Summarize Your Core Values, Purpose, Activities, & Target Audience

A concise and clear mission statement is easily understood and remembered. Bring your core values, purpose, primary activities, and target audience together as a simple summary sentence.

Questions to Ask

Could someone read and understand the statement in 10 seconds or less? Am I using simple and commonly understood terms?

Example

"We provide shelter and support to homeless individuals and families, empowering them to achieve self-sufficiency."

Tip

Use plain language and avoid technical terms that might confuse stakeholders.

Step 6 - Finalize Your Statement - Make it Inspirational

An inspiring mission statement motivates internal and external stakeholders to engage with the organization. Rework your summary statement until you’ve communicated your mission statement as powerfully and efficiently as possible.

Questions to Ask

Does your statement energize and draw in the reader? Does it make someone want to take action?

Example

"Empowering the homeless with shelter, support, and pathways to self-sufficiency."

Tip

Use positive and uplifting language to inspire action and commitment.

More Tips for Crafting an Effective Mission Statement

Crafting a mission statement involves careful consideration and collaboration. Here are some tips to help ensure your mission statement is effective:

  • Involve Stakeholders: Engage your board, staff, volunteers, and beneficiaries in the process to ensure diverse perspectives.

  • Review and Revise: Draft several versions and seek feedback to refine your mission statement.

  • Be Authentic: Ensure your mission statement truly reflects your organization’s core values and purpose.

  • Test for Clarity: Share your mission statement with people unfamiliar with your organization and see if they understand it.

  • Make It Action-Oriented: Use active language that reflects the dynamic nature of your organization’s work.

  • Ensure Alignment: Check that the mission statement aligns with your organization’s long-term vision and strategic goals.

Going Beyond the Mission Statement

Once you’ve created a strong and effective mission statement that reflects your organization’s purpose, you can further strengthen your mission statement through the following activities:

Incorporate Measurable Goals

Measurable goals within the mission statement can help track progress and demonstrate impact. Your mission statement drives day-to-day activities, and incorporating measurable goals further pushes the organization toward a specific outcome, requiring periodic review and revision based on progress.

Example

"To reduce homelessness in our community by providing 10,000 shelter nights annually and helping 500 individuals secure permanent housing each year."

Tip

Set realistic and achievable goals that can be measured and reported on.

Align with Strategic Planning

Along with your vision statement, the mission statement should serve as a foundation for strategic planning, identifying your more specific strategic, programmatic, and fundraising objectives.

Tip

Ensure that your mission statement aligns with your strategic plan and informs decision-making processes. Test if your strategic goals and decisions clearly reflect your mission statement. If not, review your mission statement or strategic plan.

Communicate Mission Consistently

Consistent communication ensures that all stakeholders understand and support the mission. Your mission statement should be in mind when programs are being delivered, decisions are being made, during partnership collaborations, and when donors are giving.

Tip

Embed the mission statement in all communications, including your website, social media, brochures, and annual reports.

Evaluate and Update Regularly

Regular evaluation ensures that the mission statement remains relevant and aligned with the organization’s activities. Reviewing the mission statement during broader strategic reviews, such as your strategic planning cycles, helps ensure the mission statement remains relevant and top of mind.

Tip

Schedule periodic reviews of the mission statement and update it as necessary to reflect changes in the organization or its environment.

Final Checklist

Before finalizing your mission statement, ensure it meets the following criteria:
  • Does the mission statement clearly convey the organization’s purpose?
  • Is it concise and easy to understand?
  • Does it align with the organization’s core values?
  • Does it identify the primary activities and target audience?
  • Is it inspiring and motivational?
  • Has it been reviewed and refined with stakeholder input?
  • Does it incorporate measurable goals?
  • Does it align with the organization’s strategic plan?
  • Is it consistently communicated across all platforms?
  • Has it been evaluated and updated regularly?

By following these steps and tips, you can craft a strong and effective mission statement that will serve as a guiding star for your organization and communicate your purpose to the world.

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