The Do’s and Don’ts of Effective Mission Statements
When was the last time you thought about your organization’s mission statement?
It’s a super important bit of brand collateral, because this little mission statement (which is usually no longer than a sentence or two) contains the whole point of your organization’s existence. It defines your organization’s purpose: the what you do, and the who it’s for.
It sets the stage for your elevator pitch, and it’s usually your first chance to use your brand’s voice and tone for something that will be front and center on your website, in your social media bios, in your materials, and said in front of your donors and investors.
A mission statement is different than a vision statement, and people often confuse the two. Your mission statement describes what you are doing today, and what you hope to achieve now. Your vision statement is what you hope to achieve in the future, or how the world might change as a result of your work. It’s usually a big, ambitious, pie-in-the-sky sort of statement that describes why you do what you do.
Today, we’re focused on your mission statement. How do you make sure that you’ve written something that can stand the test of time?
Do:
Be specific about what you do. Vague language that could apply to any organization or company only makes your target audience doubt that you’re going to do what you say, and doubt your intentions.
Remember that your stakeholders are smarter than you think. Test the language that you come up with out in person. Let a group of people pick every word apart, and aim to understand how they interpret each and every word you use, because it might not be the same way you do
Be succinct. We mean it when we say that this statement should be no more than one or two sentences; it should be easy to remember and even easier to repeat.
Include key details like where your work takes place, who your work is for, and what makes you different from others in your industry.
Don’t:
Overpromise, since it’s more than likely you’ll underdeliver as a result. Be realistic about the work you do, and make sure it makes sense to others.
Be too generic or vague. Best case, it confuses everyone. Worst case, it makes people not trust you or what you’re doing.
Copy others. There are a lot of mission statements out there in the world! It’s fine to get a little inspiration now and then, but don’t look up so many mission statements that you lose sight of how you want to communicate your own work. Look at a few good examples at the end of this post, and then don’t do anything for a few days; when you have a clear mind, start describing what you do
Be afraid to review and update your mission statement regularly. Keep up with the times! If your language is outdated, or your priorities have shifted, embrace the opportunity to update your brand messaging overall starting with this key piece of info.
Great examples:
PayPal: Our mission is to democratize financial services to ensure that everyone, regardless of background or economic standing, has access to affordable, convenient, and secure products and services to take control of their financial lives.
Why it works: Talk about to-the-point! This mission, while specific, also demonstrates their clear perspective on the state of financial security for most people. And it directly ties together with their vision statement, or why they’re doing what they’re doing: “As we democratize financial services, we can enable the hopes, dreams, and ambitions of millions of people around the world.”
Polar Bears International: Our mission is to conserve polar bears and the sea ice they depend on. Through media, science, and advocacy, we work to inspire people to care about the Arctic, the threats to its future, and the connection between this remote region and our global climate.
Why it works: The first sentence of this statement is short and sweet, so much so that they can use it on any kind of medium from social to print. We also like the phrase “working to inspire people to care,” which, in plain language, shows you how important it is that this organization taps into the power of their community.
Legal Counsel for Youth and Children: Legal Counsel for Youth and Children protects the interests and safety of youth in Washington by advancing their legal rights. We accomplish our mission through direct legal representation, strong community partnerships, and systemic advocacy.
Why it works: It’s very specific: you know exactly what LCYCWA is setting out to do, where they’re going to do it, and how. (This is also a former TGL client, and we think they’re great in all kinds of ways!)