A mission statement can unite the staff and set the stage for a successful year. It concisely explains why your group exists and guides your decisions, actions and responsibilities.
Here are a few well-known groups’ mission statements:
- TED: Spreading Ideas.
- The Humane Society: Celebrating Animals, Confronting Cruelty.
- The Nature Conservancy: To conserve the lands and water on which all life depends.
- Make-A-Wish: We grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy.
- San Diego Zoo is a conservation, education and recreation organization dedicated to the reproduction, protection and exhibition of animals, plants and their habitats.
- Honest Tea: Real Tea. Real Taste. Honest.
These mission statements use concrete language and personally connect to that group. Yours will serve as a blueprint for the year and what your staff is about. It should be:
- Clear, simple and concise
- Easy to explain – and easily explainable by others
- Recognizably yours
Avoid ambiguous statements, buzz words and fancy jargon that take the meaning out. The strongest mission statements are clear, concise and memorable.