Something that we see often, regardless of industry, is that mission statements and vision statements can sometimes get muddled together – as if they are the same thing. However, that is far from the truth.
Mission vs. Vision Statements
Creating your mission and vision statements requires a deep understanding of the work that you do, why you do it, who you hope to connect with, and what action you need them to take.
Mission statements:
- Are informational
- Explain what you do
- Focus on the present
- Describes how your organization impact the community it serves
Vision statements:
- Are inspirational
- Explain why you do what you do
- Focus on the future
- Describe the future state of the community you serve
When we talk about mission vs. vision statements, we are defining the two. The implication is not that you only have one or the other – they each serve a specific and unique purpose.
Vision Statements for Nonprofits
You may be asking yourself why your nonprofit needs a vision statement – maybe you think it’s obvious what you’re working towards. And that may be true for you, your staff, your volunteers, and other internal stakeholders – but not always. Your vision statement is the destination.
Visions statements help ensure that everyone involved with your organization, from board members to volunteers, are all working towards a common goal.
But that isn’t the only reason your organization needs a vision statement – it actually does quite a bit of heavy lifting for your messaging.
Vision statements inspire.
It’s easier for stakeholders, like your donors, to attach a greater meaning to their lives, their time, and their dollars – giving them the sense that they are working towards the greater good. It gives life meaning.
Vision Statement Examples
Vision statements should be short (like, one sentence), yet memorable and inspirational.
“Equality for everyone.”
Human Rights Campaign
“To become a world leader at connecting people to wildlife and conservation.”
San Diego Zoo
Your vision statement should answer these questions: what is the impact your nonprofit wants to have on the world and how will the world look once you get there?
Furthermore, your vision statement is evergreen – meaning you should rarely, if ever, need to revisit it.
Mission Statements for Nonprofits
If your vision statement is about the destination, your mission statement is about the journey. It’s more tangible – providing insight into what your organization is doing to advance towards your vision.
Mission statements inform.
It’s important to note that while your vision statement should ALWAYS be public-facing, your mission statement does not have to be. First and foremost, a mission statement ensures that your entire organization understands the steps necessary to reach your goal. If it makes sense to share your mission externally, you should.
Mission Statement Examples
Your mission statement should be short(ish), concise, rooted in the present, and action-driven.
“By inspiring and engaging individuals and communities, HRC strives to end discrimination against LGBTQ+ people and realize a world that achieves fundamental fairness and equality for all.”
Human Rights Campaign
“We generate, share, and apply scientific knowledge vital to the conservation of animals, plants, and habitats worldwide. We help shape the vision of San Diego Zoo Wildlife Alliance to lead the fight against extinction.”
San Diego Zoo
Unlike your vision statement, your mission should be revisited frequently as goals are met.
How to Write a Mission vs. Vision Statement
If you ensure the right people are involved, crafting your mission and vision statements should be a breeze.
Crafting the best possible statements involves collaborating with a wide variety of stakeholders such as board members, staff, donors, beneficiaries, and community members.
By including a diverse group of people, you can create statements that are reflective of everyone or everything your organization impacts. You can include a variety of people by conducting interviews or surveys.
Once you’ve collected sufficient data, your organization should form a committee composed of a select group of said stakeholders who will:
- Use creative exercises, such as gathering examples of mission vs vision statements they like and dislike.
- Draft multiple statements in a collaborative manner.
- Get feedback from the larger group of stakeholders (bearing in mind that the board will have final say) via surveys, focus sessions, or conversation.
- Fine tune the statements based on feedback.
- Seek board approval.
- Test and launch.
Key Takeaways: Mission vs. Vision
Crafting your missions and vision statements helps your organization and your supporters focus on the thing that matters most: impact.
Understanding the differences between mission vs. vision statements and then creating your own clear, concise, and thoughtful statements can help ensure all stakeholders feel motivated and inspired to reach your organization’s goal.
About the Author
