Developing a clear and concise mission statement can be a difficult endeavor, especially for nonprofit organizations. Though they are the most “mission-driven” entities, it’s challenging to concisely distill what the organization does, and for whom, into simple and direct language. There is a propensity to over share and add too much detail. In crafting a good mission statement, less is more.
Begin by keeping in mind what a mission statement is: a short message communicating how the organization plans to achieve its goals (and vision). Having a clear, strong mission statement is crucial for successful branding, marketing and communications efforts.
The key to creating a compelling simple mission statement is being concise. Mission statements should be kept to less than twenty words. Within those twenty words you should explain why your nonprofit exists, who it serves, and how it operates.
Here are 3 tips to keep in mind when developing your mission statement:
1. Use Simple, Concrete Language
Make sure to use an active, not passive voice. Steer clear of generalities. Avoid jargon or language that is too formal; the language should be easily and quickly understood. Be direct.
2. Answer “Why, Who and How”
A good mission statement will answer each of these questions: Why does the organization exist? Who does it serve? How does it work? Answer each of these questions with a clear, single statement, then start paring down the language, removing words that are not necessary and making sure to use strong verbs.
3. Avoid “Mission Creep”
“Mission Creep” is defined as the tendency for a task to become unintentionally wider. This can relate to mission statements when a statement extends beyond the specific goal of the organization to surrounding areas of improvement. This can make the organization seem over ambitious or lacking in focus. Stick to the nuts and bolts of what you do day-to-day.
A mission statement is designed to function for multiple audiences and be public-facing. It will be read by both external audiences looking to learn more about the organization, and serve as a call to action for team members, partners and stakeholders.
An example of a mission statement crafted by CSA Studio with one of our clients follows:
BECKY’S FUND works to end domestic violence through service, education and advocacy.
In 12 words this mission statement answers:
• Why BECKY’S FUND exists (to end domestic violence)
• Who BECKY’S FUND serves (people who suffer from domestic violence)
• How BECKY’S FUND operates (service, education, advocacy)
Learn more about how to develop or streamline your mission statement by contacting us at 301.502.8682.