TL;DR
Your mission statement should explain why you exist, who you help, and how you plan to achieve your dream.
- Your mission statement should be a maximum of 20 words and jargon-free.
- A great statement follows this structure: [Your purpose] [Who you help] [How you help].
- Your vision describes the world as if you’re successful in your mission.
What is a mission statement?
A mission statement is a one-sentence summary that explains why you exist, who you help, and how you plan to achieve your dream. This should focus on the positive impact you wish to have and the real benefits of your initiatives.
Your statement will help bring staff, volunteers, supporters, and beneficiaries together—giving everyone a shared goal and direction.
Charity: water’s mission statement, for example, reads: “Bringing clean and safe drinking water to people in developing countries.”
Why and when do you need a mission statement?
While a mission statement isn’t a requirement for any company or organisation, it’s a great tool for any nonprofit. An effective statement helps communicate the purpose and overall goals of your work to potential supporters and partners, and:
- It helps you connect with people aligned with your goals.
- It supports setting goals and strategies for pursuing them.
- It guides staff in decision-making and interacting on behalf of the organisation.
Visit any non-profit website and you’re likely to see their mission statement clearly outlined on several pages. This way, it serves as a guide that aligns your initiatives and differentiates you from similar organisations. A mission statement could even support your brand building both initially and long-term.
How to write the perfect mission statement + TEMPLATE
Writing a mission statement can feel overwhelming, but the good news is you will likely change it as your company evolves. While it shouldn’t be manipulated often and is an investment in the future, your mission is part of your strategy to achieve your bigger vision.
At the same time, you don’t want to make it too limiting by focusing on just one initiative or type of beneficiary if you see yourself expanding in the somewhat near future.
The main challenge nonprofits face is that they tend to write essays instead of concise, to-the-point statements. To make it memorable, it should be jargon-free and a maximum of 20 words. Speaking of words – use strong and emotive language (just stay away from the AI content writing pitfalls and make it sound human).
Examples of mission statements:
BluePath provides autism service dogs, offering safety, companionship, and opportunities for independence.
Callisto’s mission is to use technology to empower survivors of sexual violence.
Healthy Pixels maximises non-profits with impactful brands in the digital space.
One Degree empowers people to build healthy and fulfilling lives through equity-centered technology and deep community partnerships.
Tarjimli improves the lives of refugees and the efficiency of humanitarian services by eliminating language barriers.
Follow this template
To simplify writing your mission statement, follow the template below while reducing your word count as much as you can. Delete any redundant words, don’t repeat yourself and get to the point.
Consider, for example, this 16-word statement: “Our mission is to serve as a transformative environment that empowers students through democratic, cooperative living.” Six words are redundant and add no real value: “serve as a transformative environment that.”
Template: [Your purpose] [Who you help] [How you help]
Ask staff and supporters what they think of your mission statement for an honest opinion. Once people seem happy with it, assess your mission statement with Yes/No/# responses:
- Does it describe your purpose and the outcomes you wish to achieve?
- Is it easy to find on your website and social media?
- Is it memorable, simple and inspirational?
- What’s its word count?
Shortening your statement
Consider these examples, where each statement has been greatly reduced by removing unnecessary words and cutting the jargon:
Example 1
Original – 42 words: “We support families in finding and paying for quality child care and provide resources, training, and on-site technical assistance to help all types of early childhood education providers improve their programs to ensure that every child is successful in school and life.”
New – 22 words: “We ensure children succeed in school and personally by helping families access quality childcare, and support education providers with resources and training.”
≈ 48% reduction.
Example 2
Original – 41 words: “Our mission is to develop and enhance volunteer community leadership by providing a diverse group of emerging and existing leaders with the opportunity to increase their community knowledge, civic network, and service to the community. We embrace inclusiveness in our community.”
New – 14 words: “We improve volunteer leadership by helping leaders enhance their community knowledge, networks, and service.”
What is the difference between a mission and vision statement?
Where your mission statement is focused primarily on your current why, who and how, your vision is your long-term goal. Think of your vision as what the world or community would look like if you were completely successful in your mission.
In short, your mission statement provides a roadmap to your vision.
Does your nonprofit have a mission statement?
Following the template provided above should help you write your statement and ensure it’s a solid groundwork for your branding and organisation to build on. If you are struggling with your mission statement, please don’t hesitate to get in touch. At Win Momentum, we’ll write your mission statement together, ensuring it’s memorable, effective and something your staff and supporters can get behind.
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