Why a “Good” Mission Statement is Important

It is unfortunate, but true, that at many nonprofits neither the staff nor the board know the agency’s mission statement, usually because it is either too long, boring or both. This also means that no one outside the organization knows the agency’s mission either. An agency’s mission statement, however, is extremely important for:

• Communicating the essence of your organization to its stakeholders and the public;

• Using as a marketing tool that supports the agency’s fundraising; and

• Keeping your agency’s board and staff focused in future program and organizational planning.

Therefore, in just one or two sentences your nonprofit’s mission statement should provide answers to the following questions:

• Why do you exist?

• What do you do?

• Whom do you serve?

• What impact do you make in the community?

Answering these four questions in a clear, concise manner, with language that demonstrates your unique contribution to the community will attract the public’s interest, as well as motivate your current donors and stakeholders.

Clarity concerning your mission statement is vital if your organization, your donors, and the public at large, are going to know what you are doing and how you benefit the community.