By Betsy McInnis
What are some common trends in nonprofit mission statements?
Consider the following a framework for establishing a strong mission statement. It has been compiled according to three common trends found in nonprofit mission statements.
The following trends are derived from Top Nonprofits' compilation of 50 great nonprofit mission statements that suggests, "the best mission statements are clear, memorable and concise," and have thus been broken down into the following categories:
- Succinct
- Simple
- Special
- Who you are -- this does not need to be anything more than your organization's name
- Why you exist -- a short description of what you do
- Whom/what you help -- mention the group/area you intend to serve
- Where you work -- this can often be part of the "whom/what you help" portion of your statement, but if necessary, indicate your location
- Avoid jargon -- don't use language exclusive to your organization/sector
- Think elementary -- steer clear of big words; your purpose alone should impress your audience
- Be clear -- avoid ambiguity; leave no room for confusion
- Presentation -- phrase your mission statement so that it encourages readers to seek more information about your organization
- Do some research -- it is likely that similar organizations already exist; research their mission statements and ask yourself how you can make yours stand out
- Don't overdo it -- keeping the previous elements in mind, don't try so hard to be unique that you loose sight of succinctness and simplicity
Struggling? Click the following link from Creation in Common for tools in: Overcoming a Disconnect with the Mission.
What are some common trends in nonprofit vision statements?
Consider the following framework for establishing a strong vision statement, as it reflects the three common trends found in nonprofit vision statements. Click here to read some examples.
Top Nonprofits does it again! The following tenets have been derived from Craig Van Korlaar's article, Guide to Creating Mission and Vision Statements and have been broken down into the following categories:
- Standards
- Simple
- Strive
- Values -- ensure that your vision statement reflects the values of the organization
- Change -- imply growth; reject the status quo
- Be clear --keep everyone invested, make it motivational!
- Avoid jargon -- don't use language exclusive to your organization/sector
- Think elementary -- steer clear of big words; your vision alone should impress your audience
- Be clear -- avoid ambiguity; leave no room for confusion
STRIVE: Your vision statement should embrace organizational goals. Dream big! Some suggestions for doing this include understanding the following:
- Purpose -- without reiterating your mission statement, emphasize the duty of the organization
- Goals -- think long term; mention what your organization hopes to achieve
- Ideals -- don't reject what appears unrealistic; remember your vision statement won't be achieved tomorrow!
I've found over the years, that creating mission and vision statements can be an engaging process about shared values and purpose. It can also be a painful exercise in wordsmithing and jargon.
ReplyDeleteYour blog gives some clear, concise points to guide that process (with simple being the operative word for both).
One of the most important things I've learned from Hildy Gottlieb,at Creating the Future,is focusing the vision on the community. "How will the community be different because our organization exists?" creates a very different vision than "What will our organization achieve?"
I'm glad you found this useful.
ReplyDeleteAnd, you are absolutely right... crafting these statements can certainly be a painful exercise. Fortunately, it provides a great opportunity to work on/develop other skills pertinent to the organization such as communication, teamwork and time management.
I too, am a big Hildy Gottlieb fan and I appreciate you mentioning her! I think many organizations struggle with distinguishing between "what will the organization do" and "what will the organization do for the community." The public sector is all about community, and the vision statement must reflect that!
Thank you for your comments and insight!
Hello Betsy,
ReplyDeleteThis looks like an easy-to-follow set of instructions that would really help someone craft a mission statement. I have just a bit of feedback on the "Succinct" section. The "Who You Are" question seems to invite more than just the name of the organization. Giving a name alone seems to invite more detail. For example:
We are the Go It Alone organization. Before I moved on to what we do, I'd be tempted to add something about why we are called that.
Maybe I'm having this reaction because just giving the name of the organization seems too limiting.
Also, I noticed a typo. You have exit, instead of what I think you mean, exist.
Great work.
Hi Julianne,
ReplyDeleteYou raise an excellent point! Not including why an organization has chosen a particular name can feel limiting. For this reason, some nonprofits have chosen to select a name that speaks directly to the purpose of their organization such as, The American Society for the Prevention of Cruelty to Animals and Feeding America. Other organizations choose names that are lees obvious, such as ONE and World Vision.
One of the great things about a mission statement is that it can serve several purposes... usually dependent upon one's relationship with the organization. For instance, someone outside and/or unfamiliar with a nonprofit should read a brief but unique mission statement and feel enticed to seek more information about the organization. Providing too much too soon (especially if a nonprofit's name has a great story behind it) could overwhelm the reader. Certainly this information should be made available, often in the same place you'd find the mission & vision statements, such as the "About Us" section.
I appreciate you pointing this out! Crafting a mission statement can present a number of challenges... especially what to include and what to leave out. Certainly there is no one size fits all, and it may be in the best interest of the organization to include why they are called a particularly name!
Thank you for such great comments! ...and thank you for point out my typo!