People sometimes question the need for a mission statement, but an accurate, effective mission statement is essential to your nonprofit organization. Why? It’s the most widely used nonprofit marketing piece, and it’s your first and most concise tool to win public understanding. 

What’s included in a mission statement?

A mission statement encompasses the following:

• Explains why your organization exists
• Defines what you do
• Sets your priorities
• Motivates your activities

However, the purpose of a mission statement is not to give all your program descriptions, because you want to keep it short. A mission statement serves as a blueprint of your activities, so it should be clear, uncluttered, and not full of adjectives – just stick to the facts.

How should you use your mission statement?

You should include your mission statement on all your publications, in your press releases, and everywhere you say something about your organization. You can even put it on your fax cover sheets. It serves as a brief introduction for those who don’t know you and a reminder for those who do.

How does my mission statement relate to my goals?

Your success as a nonprofit organization can be measured by how effectively you perform to achieve the mission you’ve outlined. Therefore, any projects your organization chooses to undertake should be compatible with the mission statement you have already established. A mission statement serves as a yardstick for deciding what programs your organization can and should undertake. Even if a program is valuable and interesting, if it is not relevant to your organization’s mission, it is likely better suited to another organization.