DEFINING YOUR MISSION
We live in a competitive marketplace. Good visibility depends upon
effective marketing. A commitment of upfront time can yield a greater
return on an organization’s marketing dollars. Establishing a consistent message is vital to connecting with the public in a meaningful way.
What is a mission statement?
Every nonprofit should
clearly state its mission, its reason for being. Keep the mission
statement as short and as understandable as possible. The important
element in a mission statement is “What does it mean.” Mission
statement development is wasted time and effort if the result is a
meaningless series of words that are ignored. Every member of your
team, community or organization should understand and be able to
articulate the organization’s mission.
The key steps to writing a mission statement are relatively simple:
The Mission statement should meet the following criteria:
- Identify Who – Set the scope for the organization, name the organization or unit of the organization.
- Identify What – What goods or services are provided?
- Identify Key Stakeholders – To whom are those goods or services provided?
- Identify How – What characteristics distinguish your product or service from others?
Tips for writing a mission statement:
- State the organization’s major purpose and reason for existence
- State the value the organization contributes to the community, state, country or world
- Articulate the organization’s focus and direction
- Tell the organization’s reason for being
- A mission statement should name your organization, define your organization’s purpose and why you believe it is important.
- The best mission statements tend to be one sentence
- It should be results-oriented, not activities-oriented.
- A mission statement is not an advertisement. It should not focus on the service you provide but the expected benefit.
- Look at the mission statements for organizations you admire – but create your own unique statement.
“big words” and flowery language. Read the statement without the
organization’s name and see if it applies. Examine who the mission is
directed to; the organization, board members, the community?
*An independent Facilitator can help the process go smoothly
and provide successful interactions during a mission statement process.
Some sample mission statements:
-Top of Page-
The ________strengthens, supports, and enhances the capacity?of a community to fulfill its missions.
We are a dedicated organization committed to enhancing the quality of
life in ______by providing premium services in response to the needs of
everyone who visits, works, and lives in our city.
Our community protects and preserves the developed and natural
environment. We uphold the standards of the community and improve the
quality of life for those who live within it.
ONCE YOU HAVE ESTABLISHED A MISSION STATEMENT, DISPLAY IT PROMINENTLY
IN YOUR OFFICE. Every employee and board member should be able to quote
the mission statement from memory.
<< Previous Topic Next Topic >>