The statement of nonprofits revolves around their goals, mission, and values, which is why some may refuse to emulate the statement of a for-profit organization or use it as a reference, arguing that such behavior is considered cheating or imitation. In reality, organizations resort to such practices to prevent their statement from becoming a fleeting and forgotten phrase.

  1. Characteristics of a successful statement

The statement is the gateway that connects the organization to its external world, therefore to ensure its success, it should:

  • Use familiar terms for all potential followers instead of vocabulary that addresses a specific age group, which may not be understood by everyone.
  • Connect with the emotions of the audience and evoke them through this statement, ensuring it is not cold and dry.
  • Formulate a brief, useful, surprising, and precise sentence instead of a long, superficial, and incoherent paragraph.
  • Formulate a simple statement that can convey the organization’s message while also appealing to listeners, instead of long, unconnected sentences.
  1. Structure of a successful statement

The structure of the statement consists of three essential elements:

First, highlighting the mission that the organization advocates for or the specific group it supports.

Second, discussing the organization’s work and activities.

Third, addressing the impact of the organization and the results of its programs and achievements, alongside the change it has brought about.

In fact, some nonprofit organizations tend to formulate a complex statement thinking that its success is tied to the amount of information it contains. However, they can achieve this goal by combining these elements to create a successful and simple mission statement at the same time. The statement does not have to be comprehensive but rather attractive.

Example:

The sentence mentioned below represents the mission statement of the nonprofit organization Charity Water:

“We are a nonprofit organization that provides clean and safe drinking water to people in developing countries.”

This statement is considered successful as it includes the three elements mentioned earlier. The first element is present through the mention of the beneficiaries of the service provided, which are “people in developing countries.” The second element is reflected in mentioning the organization’s work, which “provides drinking water,” and the third element focuses on the impact of the organization, which is reflected in the last part that combines the first and second elements.

  1. Five quick tests for the mission statement

After formulating the statement, it should undergo a testing period and be launched to ensure its success. This is done by adopting these five steps in the form of questions:

  • Can you say it aloud? Is it easy for you to pronounce and for others to repeat after you? Do you feel bored when repeating it?
  • Do they remember it? Ask your friends or a family member to repeat the statement aloud, then change the subject, and afterward ask them to repeat the statement again. If they succeed in doing so, you have succeeded in formulating the statement; if they fail, it means you need to make more changes.
  • Do they understand it? Ask a stranger to evaluate your organization's mission statement and suggest some changes they deem appropriate to improve it.
  • Has the mission been accomplished? Did you achieve the goal you pursued while formulating your organization’s mission statement? Review this statement and make your final decision. Will you continue to modify this statement, or is it successful enough to attract the interest of the audience and funders?
  • Can someone share the same viewpoint with you regarding possible modifications to the statement? If it appears so, refine it.

Is your organization’s mission statement broad? Does your organization offer something unique that differs from other organizations?

Ultimately, your organization must consider that the mission statement alone is not enough; it is easy to set specific and exciting goals and strive to achieve them through planning and creating strategies that serve its interests. However, the challenging task is to act according to those plans in a way that ensures the organization’s success.

Source: Nonprofit Hub

Author: Mark Kong