Is Your Mission Statement B.I.G. Enough?

Listen to this article:

What’s a mission statement for?

A mission statement answers the question “Why does our organization exist?” It’s an important question that deserves a thoughtful answer.

In the military, a mission statement is a single sentence that describes the objective and answers the who, what, where, when, and why of the operation.

For example: Alpha Company defends in Battle Position Hammer not later than 0600 hours 21SEP24 to destroy the 501st Mechanized Infantry advance guard, in order to deny access to the town of Braunfels.

Subordinate units create missions that “nest” with the parent units. In the example above, the mission of one of Alpha Company’s four platoons might be to occupy an adjacent hill and provide fire support. That kind of clarity and unified effort is critical to the success of the operation; every soldier will carry a copy of his unit’s mission.

Military mission statements are a powerful illustration of an important truth: a mission statement needs to be inspirational and practical. It may express sentiments that appeal to prospective donors but it should also guide your church or nonprofit – and all its subordinate programs — toward fulfillment of its goals.

Before exploring what makes a great mission statement, it’s helpful to note the complementary role other statements can play in keeping your ministry on track and on message. Note also that while every nonprofit needs a mission, you may choose to forgo some of the following — or postpone them until your ministry reaches the point where you sense they are needed.

 Vision: Describes the end goal and what the world will look like if your mission succeeds.

• Example: “A city where no one sleeps outside.”

Tagline: Two to five words that capture the essence of your brand for outsiders.

• Example: “Neighbors Helping Neighbors” or “Work Awakens Worth”

Values: Characteristics of the organizational culture you want to build.

• Example: Faith, Edification, Tenacity

 Elevator Pitch: A few sentences explaining what you do and why it matters.

Characteristics of a good mission statement

The best mission statement will be B.I.G. — Brief, Inspiring, and Guide Action. In developing one, it’s important to remember those objectives live in tension with each other. Trade-offs are inevitable but by keeping them in mind you can ensure your statement reflects each of these characteristics appropriately:

Brief: Brevity is the soul of memorability. A mission statement that people have to look up is less likely to be effective. You should be able to say it in 5-10 seconds. That said, some organizations push brevity to the extreme, such as TED’s “Spread ideas,” which does little to guide action.

Inspiring: Carefully chosen words can be universally inspiring and should energize people to come to work every day. Use them to describe the people you serve, the world you want to see, or the faith that motivates your existence.  Avoid jargon and wording that may cause offense to clients, donors, and even opponents.

Guide Action: A key responsibility of executive leadership (including your board of directors) is to keep your organization on mission. Mission drift is a serious threat; and it becomes exceedingly difficult to gauge if your statement is so broad as to encompass all good things (i.e., “We exist to make humans flourish”). Conversely, a mission statement too focused on current programming may require frequent revision. While your statement alone will not provide all of the strategic focus necessary to succeed, it should set a clear enough bearing that your ship isn’t left adrift on the tides of urgency. 

While every statement will balance these elements differently, here are some from True Charity Network Members that do a fine job:

• • “Empowering single mothers in their pursuit of a new beginning.”
    •  Genesis Project, Greeley, CO
  • “Serving the Church in its mission to help the poor.” 
    • Watered Gardens Ministries, Joplin, MO
  • “To encourage all fathers by providing inspiration, resources and events to help dads be the best they can be.” 
    • Good Dads, Springfield, MO
  • “Motivated by God’s love, we partner with our neighbors in need, equip volunteers, respond to disasters, and strengthen communities to inspire greater hope in our world.”
    • HOPE Worldwide, Shakopee, MN
  • “We put the right tools in the hands of youth, enabling them to advance their skills to build productive lives.” 

• Bearings Bike Works, Atlanta, GA

• • “We remove barriers to ensure that every person — no matter their race, past mistakes, or the circumstances of their birth — has access to a quality education, fulfilling work, and a healthy family life.”
    • Georgia Center for Opportunity, Peachtree, GA
  • “To take a person from surviving to thriving.”

• InnerMission, Hammond, IN

• • “Leading people on a lifelong journey to encounter God, find freedom, discover purpose and love others.” 

• Community Church, St. Simons, GA

In sum: You have a big mission —  it deserves a B.I.G. mission statement!

End Blurb: The True Charity Network exists to help you learn, connect, and influence in the realm of effective charity.  Learn more about the Network here.

Already a member? Get access to all of your benefits through the member portal.