A mission statement is a one-sentence summary that describes the reason your nonprofit or program exists. It's meant to tell people what you do and who or what you serve.
In short, your mission statement has both an internal and external purpose. Externally, it draws people in and makes them want to learn more about your nonprofit or cause. Internally, your mission statement should influence and guide your decisions around marketing, communication, and fundraising.
Unfortunately, many nonprofits overlook or minimize the value of a strong mission statement, and they miss out on some great benefits! But we've got your back, and we're here to help you write a powerful mission statement for your nonprofit (or improve your existing one).
Table of Contents
- What is a nonprofit mission statement?
- 6 steps to write an effective nonprofit mission statement
- 3 nonprofit mission statements we love
What is a Nonprofit Mission Statement?
As we mentioned above, your mission statement should describe your fundamental purpose, the work you do, and who or what you serve--all in one sentence. The best mission statements are one sentence that includes:
- WHY you exist
- WHO your nonprofit serves
- HOW you serve
Whew! That's a lot to cram into one sentence (and generally, run-on sentences are frowned upon).
Sadly, many mission statements are vague and use flowery language or are far too long and crammed with jargon and industry-specific vocabulary. An effective mission statement is easy to read, remember, and repeat.
What's the difference between a mission statement and a vision statement?
Many nonprofits struggle to differentiate between their mission and vision statements.
While both mission and vision statements are supposed to communicate your beliefs and values, there's one key difference between the two. A vision statement explains the general goal of your organization looking toward the future. On the other hand, a mission statement focuses on the present--what you're doing now to reach that future vision.
Many nonprofits use these interchangeably, but it's critical to have both because one doesn't work without the other.
Why mission statements are critical for nonprofits
An effective mission statement acts as a compass for your organization. It helps direct your strategy and can influence everything from hiring decisions to fundraising strategies and marketing content. You simply can't do or prioritize everything, so your mission statement helps you clarify your core focus.
A good mission statement can also help shape the culture of your nonprofit. It should heavily influence how volunteers and employees think about their roles. People need to understand the WHY behind the work they do, and they want to believe in the mission. Having a clear, compelling mission statement does just that!
Your mission statement communicates who you are and what you do to the public. Many donors, supporters, and volunteers look for a mission statement to decide whether they'll support your cause. The IRS often reviews mission statements to ensure an organization meets the requirements for tax-exempt status.
Mission statements speak volumes about who you are and what you stand for. When you accomplish that, the right people want to know more about your nonprofit and get involved!
6 Steps To Write An Effective Nonprofit Mission Statement
Writing a mission statement can take time, energy, thought, and maybe even many re-writes. Here are six steps to help you craft a fantastic nonprofit mission statement that's clear and compelling! We promise it's worth the effort.
1) Set aside ample time for the writing process
Let's be honest; your mission statement is an essential tool for your organization! It's important not to rush the process. Taking the time to develop the right mission statement can save you a lot of headaches and heartache down the road.
Be sure to set aside enough time to write as many drafts as necessary and gather helpful feedback from the right people (trusted advisors, key stakeholders, etc.).
2) Gather the right working group
Choose key people to participate in the writing process. Board members, staff, and volunteers. You should even ensure the people you serve are represented in this working group. Make sure your group represents a wide range of perspectives.
Six to eight people tends to be a good working number. However, too many voices make for a challenging work environment. Many nonprofits hire an outside consultant to facilitate the process and help ensure a successful outcome.
3) Define your focus
Have you heard the saying, "If you try to be all things to all people, you wind up being useless to everyone." Ok, that's a depressing quote, but it's true! An organization can't do everything, so it's essential to clearly define your focus.
- Who does your nonprofit serve? (Get as specific as possible)
- Why is your service to this audience important?
- How do you serve that audience?
Clearly defining your focus helps you prevent "mission creep." Of course, it's really common to see your mission morph and change over time. Having a strong mission statement helps you change with purpose instead of unintentionally modifying the direction or scope of your mission.
4) Create rough drafts--lots of them
The saying, "There are no bad ideas in a brainstorming session," must have been coined in reference to writing mission statements. Create lots of rough drafts-- as many as you can come up with.
One consultant recommends using sticky notes to write rough drafts using this format: We [ACTION VERB] [WHO WE SERVE] [WHY WE DO THAT].
Using sticky notes and a format helps you identify common threads and be able to "cut and paste" different pieces that you like from various drafts.
5) Make your mission statement as concise as possible
Remember, effective mission statements are short, memorable, and repeatable. Now that you've got a working draft of your mission statement, it's time to eliminate any extra words.
Often words like "that" can be deleted without changing any meaning or impact. You might also find that words or phrases like "low-income," "marginalized," or "at-risk" are unnecessary because they state what's already pretty obvious.
Next, look for words that you might be able to replace with better words. A thesaurus really comes in handy for this step.
Instead of saying, "We provide lunches for hungry elementary school kids…" you might say, "we feed" or "we nourish."
Throughout this process, revisit those sticky notes to see what else you can include, eliminate, or improve to make your mission statement as readable, specific, and concise as possible.
6) BONUS: Can you turn your mission statement into a SMART goal
One measurement of a quality mission statement is that you can turn it into a SMART goal with specific, measurable, and time-bound action steps. This isn't a universal rubric, but your mission statement is meant to capture HOW you plan to accomplish your vision. Therefore, it should lend itself to being turned into a goal.
3 Nonprofit Mission Statements We Love
There are many top-notch nonprofit mission statements out there, so we chose three that embody the principles we're trying to teach here.
This mission statement clearly identifies what they do--bring people together to build homes. It's specific and can be turned into a measurable goal (how many homes, in what geographic region, and by what date).
Doctors Without Borders: "Our mission is to provide lifesaving medical care to those most in need."
This mission statement is easy to read, understand, and repeat. It clearly identifies the audience (those most in need) and what the organization does (provide lifesaving medical care). The scope of the mission is relatively ambiguous since that might change from crisis to crisis.
In just one simple sentence, Charity: Water describes their mission and precisely who they serve. It's specific and can be turned into a measurable goal. They don't use any flowery language or excess words.
Now that you've got the groundwork for an effective mission statement, it's time to gather your team and start writing! If you already have a mission statement, perhaps it's time to assess whether any improvements might be required.
Here are three more resources to help you continue building a powerful nonprofit.
- Create a Powerful Branding Strategy for Your Nonprofit: Brand strategy isn't just something for big businesses and large nonprofits. Every organization needs a quality brand strategy and consistent marketing. And great news! You can have a quality brand strategy on a shoestring budget! This blog has some tips to help you develop a great branding strategy for your nonprofit.
- 8 Steps to Building a Budget for Your Nonprofit: Your nonprofit needs a budget along with a mission statement! Healthy nonprofits live by annual budgets so they can get the most out of the limited resources. But the budget-creation process doesn't have to be a dreadful experience. Check out this blog for some tips and best practices for creating an effective nonprofit budget.
- Nonprofit Fundraising 101: What Every Nonprofit Needs for Successful Fundraising: No matter how much (or little) fundraising experience you have, it's valuable to revisit the fundraising basics from time to time. Taking it all the way back to the building blocks can help ensure you're not leaving any money on the table and get the most out of your fundraising efforts.
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