Creating a Powerful Mission Statement

Vision + Action = Mission

“Vision without action is a daydream. Action without vision is a nightmare.”
Japanese Proverb

If you don’t know where you’re going, any road will get you there.

Your Mission Statement defines the organization’s purpose and primary objectives. Its prime function is internal — to define the key measure or measures of the organization’s success. Its prime audience is the leadership team and stakeholders. It should be a concise statement of strategy and developed from the client or patient perspective, and it should fit with the vision for the organization. Your mission statement should answer three questions:

  • What do we do?
  • How do we do it?
  • For whom do we do it?


The American Red Cross, a humanitarian organization led by volunteers and guided by its Congressional Charter and the Fundamental Principles of the International Red Cross Movement, will provide relief to victims of disaster, and help people prevent, prepare for, and respond to emergencies.

The American Cancer Society is the nationwide community-based voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives, and diminishing suffering from cancer, through research, education, advocacy, and service.

The United Way improves lives by mobilizing the caring power of communities.

Frank Manfre



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Frank Manfre

Frank Manfre


Business consultant & coach w/ 35 years experience in leadership roles in for profit and nonprofit organizations focused on developing leaders & org health