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What Is Your Mission?When working with our clients through strategic planning or organizational assessment, one key exercise we implement is mission statement analysis. The first step of this process is asking every board member to write down - in their own words - the mission of their organization. Then have someone read all of the responses aloud. Is there a clear theme or consensus among the board about the mission, is it still relevant to the strategic direction of the organization, and does it clearly communicate to the donor what the organization does and who it serves?
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Did you know that an organization's mission is the number one reason a donor chooses to make a contribution? According to a Gallup Business Journal article, Charities: Strong Purpose and Brand Attract Donors, by Daniela Yu and Amy Adkins, "Gallup has found that 81% of donors -- U.S. adults who have donated to a charitable organization in the past 12 months -- say their belief in an organization's mission is a major reason why they donate to a charity. These individuals are also highly more likely to be fully engaged with an organization and are twice as likely to donate more to it in the next 12 months compared with those who say the mission is a minor reason or not a reason to donate."
Does your organization's mission inspire and empower donors to engage? William Pitcher or the Pitcher Group states, "When people have a vested interest in the work of a charity, they give because they share the same mission. To appeal to the mission donor, you want to empower them and treat them like a partner in your effort as much as possible."
A mission statement should describe the overall purpose of the organization. It should be a brief, clear, concise statement that conveys:
Ultimately, the mission statement should:
Revisiting your organization's mission regularly is a best practice, and as Board Source states, "If the mission is reviewed regularly and demonstrates the organization's connection with stakeholders, the potential for mission drift diminishes dramatically."
Does your organization's mission inspire and empower donors to engage? William Pitcher or the Pitcher Group states, "When people have a vested interest in the work of a charity, they give because they share the same mission. To appeal to the mission donor, you want to empower them and treat them like a partner in your effort as much as possible."
A mission statement should describe the overall purpose of the organization. It should be a brief, clear, concise statement that conveys:
- who the organization is (the name, that it is a nonprofit and what type of organization it is)
- what it does
- who it serves
- where it serves
Ultimately, the mission statement should:
- say who you are, what you do, and what you stand for
- be direct, clear and understandable
- clearly state who will benefit from the foundation's services, keeping the needs of your constituents in mind
- be brief (one to two sentences) and easy to remember, but also engaging
- be broad, but with focus
Revisiting your organization's mission regularly is a best practice, and as Board Source states, "If the mission is reviewed regularly and demonstrates the organization's connection with stakeholders, the potential for mission drift diminishes dramatically."