by Molly Penn and Marita Phelps<\/p>\n
You\u2019re riding in an elevator with someone who asks what you do – you have about 3 minutes to answer them succinctly, powerfully, compellingly so they ask you more. What do you say?<\/p>\n
A great mission statement is just that – it quickly orients someone who does not know your organization to what you do and why that is important. The role of a mission statement is to describe what you do in clear terms so the listener immediately \u201cgets it.\u201d More importantly, great mission statements also describe why that is important. Here are the definitions of a vision statement vs. a mission statement to help situate you:<\/p>\n
Vision Statement<\/strong>: Describes why your organization exists \u2013 the purpose that drives you.\u00a0 It is aspirational and motivational \u2013 designed to get others to join you in this purpose.<\/p>\n<\/li>\n Mission Statement<\/strong>: Describes what you do<\/em> to achieve your stated vision. It is practical and specific \u2013 designed to help you vet opportunities and clarify your day-to-day work.<\/p>\n<\/li>\n<\/ul>\n Here are some key questions to ask yourself when framing or refining your mission:<\/p>\n How would you describe the work your organization does (avoiding jargon)?<\/p>\n Are there different approaches to your major areas of work (i.e. advocacy, direct service, etc.)?<\/p>\n How do you do your work – what are your different activities, broadly described?<\/p>\n How would you describe the population you serve?<\/p>\n How would you describe where they are (geographic location)?<\/p>\n Is there a characteristic they share (i.e. children of incarcerated parents, members, people with intellectual or developmental disabilities, etc.)?<\/p>\n A clear and compelling mission statement tells people inside the organization what you do to achieve your vision.\u00a0 It also tells those you want to convince to join you \u2013 funders, partners, clients\/audiences \u2013 why what you are doing is important.<\/p>\n The strongest mission statements help you answer the question \u201cdoes this fit our mission?\u201d when faced with difficult decisions, yet are broad enough to leave you room for new opportunities you may not have thought of yet.<\/p>\n The strongest mission statements clearly communicate the specifics of WHAT you do, for WHOM, HOW and sometimes WHERE.\u00a0 The best mission statements are not just there to inspire funders or partners, they are also decision-making tools, helping your clarify your priorities and evaluate opportunities that arise.<\/p>\n \u00a0<\/em>Amnesty Iternational<\/strong><\/span><\/p>\n \u201cAmnesty International’s mission is to undertake research and action focused on preventing and ending grave abuses of the rights to physical and mental integrity,\u00a0<\/em>freedom<\/em><\/strong>\u00a0of conscience and expression, and <\/em>freedom<\/em><\/strong>\u00a0from discrimination, within the context of its work to promote all human rights.\u201d <\/em><\/p>\n \u00a0<\/em><\/p>\n This statement does a good job of conveying that they work to promote human rights and that they do this through a combination of research and action. \u00a0\u00a0<\/em><\/p>\n Roundabout Theatre<\/strong><\/span><\/p>\n \u201c<\/em>Roundabout<\/em><\/strong>\u00a0celebrates the power of <\/em>theatre<\/em><\/strong>\u00a0by spotlighting classics from the past, cultivating new works of the present and educating minds for the future.\u201d <\/em><\/p>\n This statement powerfully conveys the kind of theatre they produce – classics and new works – and that they engage in education of young people around theatre. \u00a0<\/em><\/p>\n AARP<\/strong><\/span><\/p>\n \u201cTo enhance quality of life for all as we age. We\u00a0lead positive social change and deliver value to members\u00a0through information, advocacy and service.\u201d \u00a0<\/em><\/p>\n This statement is clear about serving older people right up front. They serve them through information, advocacy and service, and it is clear that they refer to the people they serve as members – so it is a membership organization.<\/p>\n Teach for America<\/strong><\/span><\/p>\n \u201cGrowing the movement of leaders who work to ensure that kids growing up in poverty get an excellent education.\u201d <\/em><\/p>\n They clearly view their work as movement-building – and they accomplish it by growing leaders who educate children in poverty.<\/p>\n PENN Creative Strategy facilitates bold social progress by providing strong process and creative ideas, supported by best-practices.\u00a0 We help leaders make effective and innovative decisions about the future.<\/p>\n We Can Help<\/p>\nWHAT ARE YOU TRYING TO DO?<\/h3>\n
FOR WHOM DO YOU DO THIS WORK?<\/h3>\n
Traits of Effective Mission Statements<\/h2>\n
Examples of Effective Mission Statements<\/h2>\n
OUR MISSION:<\/h3>\n