A mission statement clearly conveys the purpose of an organization. Through a succinct statement, your mission describes the “what” and “why” of your nonprofit, but not the “how.” Mission statements guide daily activities, strategy, and decision-making, as well as help to position your organization and communicate your unique value to others.
You should refer back to your mission continuously throughout the strategic planning process, and ensure your mission is reassessed during the Envision stage. Keep in mind internal and external changes that may dictate a mission statement update.
Questions to consider when assessing your mission statement:
- Does your mission statement communicate your organization’s core purpose?
- Is the statement concise?
- Is the statement memorable?
- Does the statement use action verbs and avoid jargon?
- Is the statement distinctive and easy to understand?
- Does your mission statement give you guidance in determining programs?
- Is the statement inclusive of all your primary activities? If not, do you need to broaden your mission or narrow your programs?