Mission and value statements are critical components of every non-profit organization. They are the foundation on which the organization is built, as they define the purpose and direction of the organization. Mission and value statements help to establish the overall goals, objectives, and strategies of the organization, and provide a framework for decision-making and operations.
While mission and value statements are important on an internal level to dictate the strategic plan and leadership objectives for the organizations, their importance on an external level can not be understated. As a non-profit organization, there is a unique reliance on community support for success. A potential donor needs to understand exactly what they are supporting. Listing the mission and value statements in a concise fashion in an accessible portion of the organization’s website is an effective way to quickly attract donors with shared beliefs and objectives.
The role of a mission statement is to briefly describe the fundamental purpose and reason for the existence of the organization. It outlines the organization’s objectives and goals, and provides guidance for the actions of the organization. A well-crafted mission statement should be concise, clear, and memorable and should effectively communicate the organization’s purpose to all stakeholders. In essence, a mission statement should answer the question: “Why does this organization exist?”
Another important question to consider when defining mission statements is: “What objective is unique to this organization?” In the increasingly crowded non-profit sphere, it is necessary to note what sets the organization apart. The mission statement is an opportunity to share the organization’s unique strengths and skills to stakeholders, potential donors, and the general public and also to define the lane in which the organization should direct its efforts. The mission statement should be specific in order to function as a high-level explanation of the focus of the organization.
Other questions to consider when crafting a mission statement:
- What are the organization’s main goals?
- What demographic is the organization seeking to serve?
- What is the desired outcome of the organization’s work?
When crafting a mission statement, it is important to concentrate on answering all of these questions in a clear and concise format. Ideally, a mission statement should be no more than two sentences. Considering the ease of sharing or pitching the organization with this information is a good marker for determining the success of the statement. Ideally, the mission statement should be easily remembered so that board members and staff can quickly recall and share it. Its memorable nature should also allow those with whom it is shared to remember it as well.
Value statements, on the other hand, are statements that define the principles, beliefs, and morals that guide the behavior of the organization. They are typically expressed in broad terms and serve as a guide and set the tone for overall decision-making and behavior. Value statements help to create a sense of shared purpose and commitment among the members of the organization, and provide a framework for ethical and moral behavior. Once the organizational culture is effectively shared, it should attract potential stakeholders who share similar values.
In contrast to the mission statement format, values should be shared in a list format. They should be the principles used to create and guide the mission and objectives of the organization. To make value statements more accessible or interesting to the public, an organization could consider using words that create an acronym or alliteration. Values are an opportunity to create a memorable impact on potential stakeholders through a catchy statement.
When formulating a value statement, these questions are useful for determining the best fitting words:
- What words sum up the heart of the organization?
- What do all the employees and/or objectives of the organization have in common?
- What words would bring inspiration to the organization and potential and current stakeholders?
The importance of mission and value statements for non-profit organizations cannot be overstated. They serve a number of critical functions, including:
- Clarifying the purpose and direction of the organization: Mission and value statements provide a clear and concise explanation of why the organization exists, what it hopes to achieve, and how it plans to achieve those goals. This information is critical for potential donors, volunteers, and other stakeholders, as it helps them understand the mission and direction of the organization and determine the best way to offer their support and serve.
- Guiding decision-making and operations: Mission and value statements provide a framework for decision-making and operations and creating a strategic plan. They provide an easily accessible checkpoint to ensure that the organization stays focused on its mission.
- Creating a sense of shared purpose and commitment: Mission and value statements help to create a sense of shared purpose and commitment among the members of the organization. They provide a common set of goals and values that can help to align the efforts of all members of the organization, and can help to build a sense of community and shared commitment.
- Establishing credibility and trust: Non-profit organizations are often held to a higher standard of accountability than for-profit organizations. Mission and value statements help to establish the credibility and trustworthiness of the organization by clearly communicating its values and purpose.
- Attracting donors and volunteers: A clear and compelling mission and value statement can help to attract donors and volunteers to the organization. Potential donors and volunteers are often looking for organizations that are aligned with their own values and beliefs, and a well-crafted mission and value statement can help to communicate this commonality.
- Differentiating the organization from competitors: In today’s crowded non-profit landscape, it is important for organizations to differentiate themselves from their competitors. A unique and compelling mission and value statement can help to set the organization apart from other non-profits and can help to attract donors and volunteers who are looking for something different or who are looking to serve in a specific way.
Mission and value statements are critical components for any non-profit organization. They provide a clear and concise explanation of the purpose and direction of the organization, and help to guide decision-making and operations. Mission and value statements also help to create a sense of shared purpose and commitment, establish credibility and trust, and attract donors and volunteers. A well-crafted mission and value statement can be a powerful tool for any non-profit organization, and can help to ensure its success and sustainability in the long term.