The mission of a nonprofit organization is a part of its mental image, just like its logo or website design. That’s why the organization should pay enough attention to it. Often, the mission statement of nonprofits is limited to a few concise words used across communication channels, and the statement should express the core purpose of the organization and serve its mental image, fundraising strategy, and even its visual design.

Although many people consider the nonprofit organization’s mission statement outdated, it is actually more important and useful than before.

Currently, donors, supporters, and volunteers are looking for a distinctive nonprofit mission statement. Therefore, your organization’s mission statement should be prominently displayed on your website, in your annual report, and in your fundraising materials. In this context, the American space agency “NASA” recognized the importance of a good mission statement. Even though this agency calls it their “vision,” they use it to define their focal point: “We reach new horizons and explore the unknown for the benefit of mankind.”

In reality, there is no one way to write a mission statement, but studying various examples will certainly help you recognize the ideas that make it stand out. One of the key features of a good mission statement is that it should be inspiring and easy to read, clarifying why your organization exists and who the target groups are.

What are the advantages of a compelling mission statement?

  • It clarifies your organization’s purpose:

Writing a mission statement requires defining the work your nonprofit organization does. From this perspective, you should answer several questions, such as the parties you will serve in the future, your area of work, and the specific activities and tasks you undertake.

  • It motivates the board, staff, volunteers, and donors:

The mission statement cannot merely be adopted for internal nonprofit purposes or to present to the IRS for tax exemption. It helps attract new people and more resources to support your cause. Based on that, your mission statement should be compelling and clear, as it will be the best way to enhance your public relations.

6 Ways to Write a Distinct and Engaging Mission Statement:

  1. Incorporate diverse perspectives:

Try to gather a lot of contributions from the community you plan to serve, as well as from the board, staff, and volunteers, as including these parties will develop a broad base of supporters for your cause. You can gather these contributions through meetings, surveys, or phone calls. All you need to do is understand the public’s opinion about the services you plan to provide.

  1. Allocate enough time to write the statement:

Spending enough time writing the statement will pay off later. Therefore, you should not rush during this phase; instead, review the information you gather, write the first draft, and allow everyone to read it and suggest necessary changes.

  1. Be open to new ideas:

The various opinions of the public are extremely important for the founders of the nonprofit organization. Surely, you had a specific vision when establishing your organization, but it is time now to adopt a new perspective to avoid the “founder’s syndrome.” Be open to different interpretations about what you should do and how to achieve your goals, and you can use brainstorming techniques to generate many ideas and then categorize them later.

  1. Write a concise and precise statement:

One of the key features of a nonprofit mission statement is that it should be concise and clear. The length and complexity of your statement depend on what you want your organization to accomplish, but you should primarily make it as brief as possible.

  1. Hire a professional writer:

If well-written, the mission statement can be the foundation of your marketing program and the building of your organization’s mental image. It should not only be directed toward managers and organization members, but it is also essential that it appeals to a broad audience. For example, a good writer will help you avoid difficult jargon and complex language, crafting a mission statement you’ll be proud to display and that everyone understands.

  1. Regularly review your organization’s mission statement:

Some nonprofits, like the American organization “American Heart Association,” review their mission statement every three years to make some adjustments. This periodic review is essential to ensure that there is alignment between the organization’s purpose and reality.

Source: The Balance