Write an effective Nonprofit Mission Statement

Whether you’re developing a new idea into a fully formed brand or improving upon an existing brand — a mission statement is a key brick for the foundation of your project.

A mission statement explains in simple and clear terms the purpose of a company or project. It is a written statement, usually one long sentence or a very short paragraph, and should summarize and speak in broad terms.

A mission statement is used internally when you’re building a brand and a business plan and should be presented to employees and team members so that everyone has a clear understanding of who the organization is and what it’s doing. It’s also used in public-facing ways such as on the website, in the pitch deck, on pamphlets and fliers, on social media, etc.

To write your nonprofit mission statement we’re going to follow a simple template. This is a great opportunity to synthesize your ideas about your nonprofit. If you start to get stumped when writing your mission statement, it’s usually an indication that the understanding that you or your team has about the organization could be improved, clarified, and decided upon.

A mission statement should be written for the nonprofit as a whole entity. It is also recommended to have mission statements for individual projects or departments within the organization or joint projects with other organizations.

A mission statement is different from a vision statement, value statement, slogan, or purpose statement. It can be written in a very professional manner or a more casual manner, but it’s primary purpose is to explain three specific points:

1. What the organization does
2. Who it does it for
3. The specific and/or unique value that the organization offers in the industry

In order to write your mission statement start by answering these questions:

1. What problem is organization trying to solve?
2. What does the organization do (in one sentence)?
3. Who does the organization serve?
4. Where does the organization focus it’s efforts?
5. What is singular or unique about the value or expertise of the organization?

An effective mission statement should be like a sandwich….

All inclusive, clearly identifiable, layered but not complicated, and easy to consume in a rush.

Write your own mission statement using my template:

(Name of your Organization) (type of nonprofit — optional) (purpose of nonprofit; what you do) (who you do it for).

Examples from organizations I’ve worked with:

The Bastrop Live Music Foundation is a 501C3 nonprofit organization that works in conjunction with Visit Bastrop and the Bastrop Music Friendly Committee to promote local musicians and bring national and regional artists to Bastrop venues.

WARRIORS: Activate — Educate — Liberate is a 501(c)(3) nonprofit organization dedicated to ending sexual, physical, and emotional abuse. Our mission is to empower people and communities with the tools, education, and resources to fight the systems and beliefs that perpetuate cultures of violence.

Democrats Abroad Japan is the Japanese Country Committee of Democrats Abroad, the official Democratic Party arm for the millions of Americans living outside the United States. We strive to provide Americans abroad a Democratic voice in our government and elect Democratic candidates by mobilizing the overseas vote.

Sierra Club: To explore, enjoy and protect the planet. To practice and promote the responsible use of the earth’s ecosystems and resources; to educate and enlist humanity to protect and restore the quality of the natural and human environment; and to use all lawful means to carry out those objectives.

Before finalizing the mission statement I recommend that you run it by your co-founders, team, mentor, or friends for a second opinion. Ask them how clear it is, if it brings up any questions, if it seems to be missing anything…. and of course make sure to spell check!

The more clear and concise you can be in your mission, vision, purpose, and value statements the more clarity your brand will have overall. Regardless of the size or funding of your nonprofit, you can operate professionally and have a brand identity that legitimizes your organization and fosters investment and recognition.

For more information on brand development services for nonprofits and small businesses you’re invited to check out my website.