Mission and vision statements are an essential element of running a successful and forward-thinking nonprofit. Not only do mission and vision statements serve as the foundation for all organizational programs, goals and activities, but these statements also serve as tools to better educate the public on who your organization is and what you do.
What Is a Mission Statement?
A mission statement is a short, concise statement that explains the purpose of your organization. Your organization’s mission statement should be easily understandable. Avoid using technical verbiage or jargon that wouldn’t be understandable to the general public. Your mission statement should answer aim to address following questions:
-
Who are we as an organization?
-
Who do we serve?
-
What are the needs we are trying to address?
-
What is important to us?
Why Do Mission Statements Matter for Nonprofits?
As attention spans shorten and people get busier, nonprofits need to be able to sum up who they are and what they do in a quick sentence. A concise mission statement allows the public, including future donors, a quick and easy opportunity to learn what your organization stands for.
As a bonus, having a good mission statement can give your staff, board members and donors an easy message to refer back to when they are talking about your organization.
This case study offers an inside look at how one Maryland nonprofit organization overhauled its mission statement during a strategic planning session. The result was a mission statement that inspired the organization's staff, and gave them a better understanding of what their organization is all about.
Mission Statement Examples
Alzheimer’s Association
To eliminate Alzheimer’s disease through the advancement of research; to provide and enhance care and support for all affected; and to reduce the risk of dementia through the promotion of brain health.
Ronald McDonald House
The mission of Ronald McDonald House Charities is to create, find and support programs that directly improve the health and wellbeing of children.
Red Cross
The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.
What Is a Vision Statement?
Unlike a mission statement, vision statements are focused on the future of your organization. Vision statements address what your nonprofit’s future will look like as the organization fulfills its mission. The tone of a vision statement is inspirational, and emphasizes your organization’s mission, core values, goals, strategies and definition of success.
Why Do Vision Statements Matter for Nonprofits?
Sustainable nonprofits and businesses look ahead. Your organization’s decisions and goals should be made based on your nonprofit’s vision for the future. Trying to operate a nonprofit without having taken the time to discuss and develop a vision statement can be tricky, like trying to buy a gift for someone you barely know. Without a clear vision for the future, nonprofits often get stuck spinning their wheels.
Vision Statement Examples
Alzheimer’s Association
A world without Alzheimer's disease
Ronald McDonald House
A world where all children have access to medical care, and their families are supported and actively involved in their children's care.
Red Cross
The American Red Cross, through its strong network of volunteers, donors and partners, is always there in times of need. We aspire to turn compassion into action so that...
...all people affected by disaster across the country and around the world receive care, shelter and hope;
...our communities are ready and prepared for disasters;
...everyone in our country has access to safe, lifesaving blood and blood products;
...all members of our armed services and their families find support and comfort whenever needed; and
...in an emergency, there are always trained individuals nearby, ready to use their Red Cross skills to save lives.
Need Help?
Developing a mission and vision statement is a key component of strategic planning. Learn more about strategic planning and how it can help your organization by watching this webinar.
Contact our Nonprofit Group online or call 800.899.4623.
