Organizational Identity Formation and Change

Theory and research concerning organizational identity (“who we are as an organization”) is a burgeoning domain within organization study. A great deal of conceptual and empirical work has been accomplished within the last three decades—especially concerning the phenomenon of organizational identity change. More recently, work has been devoted to studying the processes and content associated with identity formation. Given the amount of scholarly work done to date, it is an appropriate time to reflect on the perspectives, controversies and outcomes of this body of work. Because organizational identity change has received the preponderance of attention, we first review that extensive literature. We consider the conceptual and empirical work concerning the three putative “pillars” of identity (i.e. that which is ostensibly central, enduring, and distinctive). We devote particular attention to the most controversial of these pillars—the debate pitting a view that sees identity as stable over time (a position we term as the “enduring identity proposition”) and a contrasting stance that sees identity as more changeable (the “dynamic identity proposition”). Following our review of the identity change literature, we next take up a review of the notably smaller compendium of work on identity formation. We consider the conceptual and empirical work devoted to studying the external influences on, as well as the internal resources used, to fashion a nascent identity. Finally, we discuss in more depth the controversies associated with the pillars of identity, assess the four prevalent views on organizational identity (the social construction, social actor, institutionalist, and population ecologist views), assimilate the research on both identity formation and change, and consider the prospects for future work on both phenomena.

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Vision, Mission and Values

How to develop vision, mission and values.

The Management Committee of the organisation has the responsibility for both establishing and protecting the overarching purpose, fundamental values and ethical principles which govern the activities of the organisation.  These are often referred to as the vision, mission and values. Your vision, mission, and values form the foundation of your organisation and its planning for the future.

This article explains about how your vision, mission and values are established and protected.  It also includes guidance to help you to define or redefine your vision, mission and values including links to practical resources.

  • Establishing and protecting the vision, mission and values
  • What is your vision?
  • What is your mission?
  • What are your values?

Establishing and protecting your vision, mission and values

The vision, mission and values are usually established when the organisation or group is initially set up and the mission is incorporated into the group’s strategic plan or action plan.

Not all groups have these formally defined, however, many groups find it useful to define them in writing in order to:

Example value statement:

“Our work will be guided and informed by our beliefs and commitments to:
Inclusiveness – we respect people, value diversity and are committed to equality.
Participation – we value and recognise the contribution of volunteers within organisations and communities.
Quality – we strive for excellence through continuous improvement.
Openness – we are committed to a culture of teamwork and collaboration.”

  • provide a common sense of purpose and identity;
  • provide long-term direction; and
  • communicate internally and externally what their organisation is about.

Establishing the vision, mission and values is also an ongoing process of review to ensure that they are still relevant for the current challenges and environment.  Many organisations find it useful to review these at the start of their process of strategic planning.

The Management Committee must ensure that the organisation operates in a way that is consistent with its vision, mission (or purpose) and values (or ethical principles).  This should be the basis for planning, monitoring and reviewing all activities, expenditures, policies and decision-making.

In order to be able to do this, committee members need to be familiar with the vision, mission and values of the organisation and these need to be periodically reviewed in light of current and impending circumstances.

What is your vision?

Example vision statements:

“Youthnet’s vision is of an inclusive and equitable society that values children and young people and actively enables and celebrates their contribution to this.”
(Youthnet)

“To lead the development of a cohesive and informed Sport and Recreation sector in Northern Ireland.” (NI Sports Forum)

Every community group or voluntary organisation is set up to pursue an agreed purpose.  This may have been, for example, to provide a service or to address a specific need in the community.  Organisations use a range of ways to communicate why they exist, what it is they hope to achieve and how they work.

The core purpose of the organisation is usually defined in the strategic plan and the governing documents.  Organisations are not legally permitted to carry out functions which are not within the remit of their core purpose, as defined in their governing documents.  The Charity Commission for Northern Ireland will look at an organisations’ purposes as part of the registration process to determine if it is charitable.  Organisations should ensure they are delivering on their original purpose outlined in their governing documents.

An organisation’s vision is the long-term change it ideally would like to see if its work is successful.  A vision should motivate and enable individuals to see how their effort contributes to an overall inspirational purpose.

Worksheet for Developing a Vision Statement

What is your mission?

Example mission statements:

“To increase recognition for volunteering, enable community engagement and maximise the impact of civic involvement.”  (Volunteer Now)

“To work for the child’s right to play.”  (PlayBoard)

One of the fundamental questions for any group or organisation is, “what is our purpose?”  The mission statement should clearly define your purpose.  It is a short, formal statement about:
what the organisation aims to do (its prupose) or whom (beneficiaries) here, why or how.

It is the reason the group or organisation exists and helps keep everyone involved in the organisation focused.

Worksheet for Developing a Mission Statement

What are your values?

An organisation’s values are its guiding principles which apply across the organisation and underpin how its work is carried out.  An organisation’s values are its basic beliefs about what really matters, which guide how things should be done.

Worksheet for Developing Organisational Values

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3 Statements That Can Change the World: Mission / Vision / Values

Does your organization have a Mission Statement? You probably do. How about a Vision Statement? A Values Statement?

If you do not have these three statements, or if you have them but are not using them to guide your organization’s work, you are missing out on some of the simplest and most effective governance tools you could find. These statements of your Vision, your Mission and your Values can define and guide your organization’s ability to create the future of your community!

Vision vs. Mission
We can’t really begin the discussion of the Vision Statement and the Mission Statement without first addressing the semantic difference between the two. Get 10 consultants in a room, and you may get 10 different answers to just what that difference is!

To distinguish between Vision and Mission in our own work, we have defaulted back to the plain English usage of those words. And the simplest way we have found to show that difference in usage is to add the letters “ary” to the end of each word.

VisionARY
MissionARY

We certainly know what those two words mean. A visionary is someone who sees what is possible, who sees the potential. A missionary is someone who carries out that work.

Our favorite example of this everyday usage is Jesus of Nazareth. Jesus was a visionary. He saw the potential, the possibilities for making life better. His missionaries carry his work and his words to the world, putting his vision into practice.

Your organization’s vision is all about what is possible, all about that potential. The mission is what it takes to make that vision come true.

Vision Statement
If your Vision Statement is a statement of what is possible, the picture of the future you want to create, the critical question for a Community Benefit organization is then, “Vision for whom? For what?” From the perspective of your organization’s ability to accomplish as much community impact as possible, now and into the future, the only answer can be thatyour organization’s vision is for the future you want to create for the community you wish to impact.

An effective Vision Statement will therefore tell the world what change you wish to create for the future of your community. Our vision is a community where _______________. Our vision is a community that _______________.

Given that this sector is all about changing our communities and our world, I am amazed that the corporate version of a Vision Statement is still taught in this sector. But conference presenter after conference presenter continue to teach that “Your organization’s Vision Statement is the picture of the future you want for the organization.”

In a for-profit company, that definition of a Vision Statement makes sense. Self-perpetuation is what such a company is meant to do – to keep creating profits, long into the future, for those who own that company.

But when the purpose of an organization is Community Benefit, its vision must be for the community, not for itself.

When an organization’s Vision Statement focuses on the organization itself, we end up seeing Vision Statements like this one, which falls into the “We couldn’t make this up” category.

A crisis nursery for abused and neglected children showed us the Vision Statement they had posted in their lobby. It read, “Our vision is to be the most effective crisis nursery in the state.”

For those of you who have heard me speak about this from a podium, you know this is the point where my voice raises three octaves and I cry, “NO!” The ultimate vision, from the community’s perspective, is not that the community has an incredible crisis nursery, but that they not need a crisis nursery! The vision for what is possible is a community where children and their families are safe!

We can only create significant improvement in our communities if our vision is about exactly that – the difference we want to make, the dream of our communities’ highest potential.

We Couldn’t Make This Up

A human service organization proudly showed us that their Vision Statement took up an entire page. That page described, in minute detail, the future of that organization. A full paragraph described what the facility would look like. Another full paragraph described what the programs would be like, and yet another paragraph detailed (I swear I am not making this up) how the organization would be financially sound. In this entire single-spaced, jam-packed page, the word “client” appeared once, and the word “community” appeared not at all.

Your Vision Statement will therefore answer the big question – WHY are you doing what you are doing? You are doing it so you can create a community that is better than the way things are now. You are doing it so that individuals’ lives will be better, so that everyone’s lives will be better. Your Vision Statement will create that context. It will tell where you are heading.

So, for your organization’s Vision Statement, fill in this blank:

Our vision is a community where ________________________________.

or

Our vision is a community that __________________________________.

 

Example:

At Creating the Future, our vision is a vibrant, healthy, compassionate world.

 

Mission Statement
Like the Missionary, your Mission Statement will turn your vision into practice. The Mission Statement is the one that will actually do the work.

Again, it is easy to see what the Mission Statement needs to do if we go back to plain English usage. Consider the phrase “mission accomplished” – the work is done. Consider the phrase “mission impossible” – the job cannot be done. The mission is the doing part – it is what you will do to bring that vision to reality.

And while it is powerful to talk about the work you do, it is more powerful to talk about it in the context of why you are doing that work – your vision for making your community an amazing place to live.

As you craft your mission statement, then, consider starting with your Vision Statement as the lead-in to your Mission Statement:

Our vision is a community where ________________. To bring that vision into reality, we do ______________________.

To expand on the practical part of your Mission Statement, you might add where you do your work, and for whom, to further describe what you do.

Our vision is a community where ________________. To bring that vision into reality, we do ______________________________ for ________________ in the ___________ region / area / township / etc.

Mission Statements should not be flowery and overblown. If it is taking a committee 6 months to rewrite your Mission Statement, the resulting Mission Statement will likely be bad. Keep it simple simple simple!

We Couldn’t Make This Up

A new organization formed a committee to craft their Mission Statement. The committee spent months on the task – a dangerous sign of what’s to come. Here is what they presented as their final product:

To nourish the seeds of knowledge already planted within the hearts of the youth, which will grow into a beautiful and thriving tree, shading all cultures of our community, and eventually bear the fruits of a unified people.

These days, when I speak about this issue, I offer the audience a prize for the first person to guess what the organization does.

The correct answer: A multi-cultural, multi-disciplinary, inner-city youth center.

The best answer I ever heard: A sperm bank. I laughed so hard I gave the guy the prize anyway!

I am not a fan of the thinking that says “Your Mission Statement should fit on a Tshirt.” That is a slogan, an ad campaign. Perhaps if you are Coca-Cola that might make sense. For the work we do in this sector, we don’t need to be snazzy. Just tell folks what you do, and why you are doing it.

Examples:

One of our favorite mission statements is that of the Diaper Bank we founded.

The Diaper Bank’s long term vision is a community where everyone’s basic needs are met. To accomplish this in the short term we provide diapers to needy populations. To effect long term community improvement, we work to increase awareness of the issues facing vulnerable populations.

The mission statement of the Community-Driven Institute is:

Our vision is for a healthy, compassionate, vibrant world. Our mission is therefore to ensure the Community Benefit Sector has practical tools for accomplishing those visionary ends. We do this work by convening, engaging, mobilizing and supporting the sector, to ensure we all have the means to make our world an amazing place.

Values Statement
Whether written to be effective or ineffective, Mission Statements and Vision Statements are relatively common in this sector.

But that is where most organizations stop. Vision and Mission. Statements of where we are headed, and what we will do to get there.

It is the rare organization that takes the time to then define HOW they will do that work – the talk they want to walk.

The only way we can create an amazing future for our communities is if we do our work in a way that reflects universally shared values. This ensures we do not squander our time and resources rationalizing our actions, and it helps ensure we are not potentially squandering our community’s goodwill.

Further, if your goal is to create the future of your community – the lofty goals of your vision statement – then you will want to ensure your work reflects the values you want to see in your community.

A Values Statement provides the tools for the organization to accomplish that. First, the Values Statement will look outside the organization, to the visionary outcomes you want to create for your community.

What values will need to be present in the community for your vision to come to pass?

What values would the community need to emphasize? What values would have to be the norm?

From there, your Values Statement will look inside, to see how your own work will model those values, to teach those values by example.

How will your work reflect those values?

How will you ensure you are modeling those values to the community?

When you have a tough decision to make, will you always err on the side of those values?

Fill in the blank: We always want the community to be able to say __________ about the way we do our work.

Most boards we encounter have never talked about these issues.

The rare few who do indeed have a code of values – a Values Statement – may point to the sign on the wall in the lobby, to prove they have such a thing. But in practice, they have no mechanisms for ensuring their stated values are used in their work. They have no way of translating the sign on the wall into the decisions they make and the actions they take every day.

That is the power of what a Values Statement can do. It will not only tell the world outside and inside the organization what talk you want to walk, but it can give you the tools for measuring whether or not you are indeed walking that talk!

When we begin talking with organizations about creating a Values Statement, we get mixed reactions. One of the most common reactions is, “We don’t need this. We already know what our values are.”

When we ask a few key questions, though, it becomes clear that while everyone on the board believes they have a shared core of values, in fact, each board member simply believes, “Everyone here shares my values!”

One of the other common reactions we get when the issue of “values” is raised is that a discussion of values is little more than “Touchy Feely mumbo jumbo,” with no real practical application to the work the organization does.

And again, the truth is directly opposite of that. Boards face values-based dilemmas at the board table all the time – they just don’t recognize them as such. Any time the board is faced with the question of “What is important here?” that is a values-based decision.

We Couldn’t Make This Up

A substance abuse recovery organization had an annual fundraiser, a Kentucky Derby event that was very popular. Folks would dress up as if they were going to the race, and they would then watch the race together on big screen televisions.

The flyer for this event came to our office, and we couldn’t believe what we saw. As is common with event marketing, the flyer had a list of all the great things intended to entice someone to join the fun. A raffle, a silent auction. Watching the race among friends.

But at the top of that list of fun things – number 1 on the list – was “Beer, Wine and Mint Juleps.”

At a fundraiser for a substance abuse recovery organization, the event’s NUMBER 1 fun item was all about alcohol!

Clearly, this is an organization that either has no Values Statement, or doesn’t use the one they have when decisions are being made.

We Couldn’t Make This Up Either!

Lest you think values-free decisions only happen in small local organizations, the International Red Cross has become the media’s poster child of such actions.

And while the public is relatively aware of the various debacles that occurred after 9/11 and Katrina, the most blatant example of what happens when there is no core of values guiding decisions is the situation for which the U.S. Food and Drug Administration has had to fine the American Red Cross $4 million dollars. Yes, you read that right – a $4million dollar fine.

According to the FDA, the Red Cross failed to ensure the safety of the nation’s blood supply. In a 2001 article about the Red Cross, New York Times reporter Deborah Sontag noted, “Food and Drug Administration inspectors found that some Red Cross blood centers would keep testing blood until the tests delivered the desired results; for instance, blood that tested borderline-positive for a given virus would be retested five or six times until the numbers came out negative.”

Because blood = money for the Red Cross, if it looked like one more run-through the machine might make that blood usable, they would run it through till it passed.

Values issues, especially when it comes to money, do not just happen in small organizations. They happen when we have no bigger picture of why we are doing what we are doing, and no guiding principles, based on universally shared values, that guide our work.

  • Are there groups from whom it is not ok to accept donations?
  • What kind of employee benefits package should we offer?
  • When a board member betrays a confidential matter, what should we do?
  • When we’ve outgrown our rental space, should we buy a building and potentially go into debt, or just lease more space?

These questions (and a thousand more lined up behind them) all pivot on values issues. Any discussion that focuses on the question, “What’s more important – this, or that?” is a discussion of values. And without prior discussion of what values will guide decisions, each of these discussions has no context for the decision.

And while all these issues are important reasons for addressing core values in the form of a formal statement, the most critical reason is this:

Absent a values-based context for decision-making, groups are more likely to default to fear-based decision-making when things get tough. And those fear-based decisions are more likely to cross the very lines we would have agreed we would not cross, had we talked about those values in the first place. The only defense against making fear-based decisions you may live to regret is to have discussed core values ahead of time.

Your Values Statement will start with your Vision and Mission, and will then talk about how you will ensure that work is done to model the behaviors you want to see in the community.

Example:

Again, the Diaper Bank’s Values Statement – its working credo – provides a touchstone for decision-making at that organization. To see that document, CLICK here.

To see the Values Statement for Creating the Future, CLICK here.

The 3 Statements in Practice
As has been stated throughout this article, the Vision Statement, Mission Statement and Values Statements are not simply for hanging in your lobby or putting on your letterhead. These are practical tools that will help your board govern towards creating more impact in your community.

Here are just a few ways these statements can be used to further your work.

Begin Board Meetings with All 3 Statements
Board meetings have a tendency to quickly dive into the million small items that need to be addressed. By starting the meeting with just a few moments to review and talk about these 3 Statements, you are setting the tone and the context for those practical discussions.

What are we really here for? What is the context of the decisions we will make today? What future are we trying to create, and for whom? And when we do make decisions – which is what we are here to do – what will we base those decisions on?

By starting each meeting with a re-commitment to those 3 Statements, you will be more likely to keep them in your mind as your board does its work.

Have the 3 Statements Available at the Board Table
Because it is not always easy to remember to fall back on these 3 Statements when we are faced with tough decisions, have copies of the 3 Statements available on the board table at every meeting, to serve as physical reminders.

We cannot count the times, during tough decisions, that we have seen a board member, deep in thought, reach across the table for a copy of their Values Statement, to put that decision into perspective.

Ask the Question
A great habit to cultivate is to have the question asked, for each and every decision of the board, “How will this fit into our Vision for the future of the Community?”

And then, as your board directs a committee or the staff to do particular tasks, ask the question, “Are there specific parts of our Values Statement we want the staff to pay attention to, as they do that work?”

The only way to remain conscious of these guideposts is to do just that – be conscious. Keep those 3 Statements consciously in the forefront of your decision-making. And the easiest way to do that is to create habits, such as these, that remind the board, all the time – this is what we are about. When we have tough decisions to make, this is what we have said is important.

Use the 3 Statements as the Context for Your Organization’s Planning
The most influential decisions your organization will make happen during your annual planning sessions. (Don’t forget that “budgeting” is planning as well. Your budget is the financial plan for the coming year – the place where your plans will either become reality, or die for lack of inclusion in the budget.)

When it is time to determine goals for the coming year, how will those goals fit in with the future you want to create for the community? As you pursue those goals, what values do you want to be sure guide that work? And as you start planning for how you will use the next year’s work to further your vision for the community, are there areas of “What you do” – your mission – that might need to expand?

As you create your annual plans, thoughtfully consider how those plans align behind your dreams for the community. And make sure your 3 Statements are guiding those plans.

Using the Values Statement to Evaluate Your ED / CEO

Evaluating your CEO based on what they did is easy. We tally up everything the CEO was directed to do, and see if that was, in fact, done.

But if your CEO knows he/she will also be evaluated based on whether or not he/she adhered to your Values Statement in doing that work, you will then be able to measure not only whether he/she did the work, but how that work was done.

Using the 3 Statements to Evaluate the Board’s Own Performance Throughout the Year

It is the rare board that takes the time to evaluate itself. We have watched boards openly rebel against doing that at meetings, seeing it as a time-waster. But if boards are not monitoring their own progress, how can they move the organization forward?

A simple board self-evaluation can be done by using the 3 Statements

Vision
Have we done our work in a way that will move our vision forward? Have we focused entirely on our mission, at the exclusion of our vision? How might we change our work to aim at that vision?

Mission
Have we done our work in a way that monitors to ensure we really are accomplishing our mission? And if not, how might we change our work to ensure we are indeed accomplishing that work?

Values
Have we done our work in a way that adheres to the universally shared values at the core of our Values Statement? And if not, how might we change our work to ensure we are indeed walking our talk?

The board is the leader of the organization. If the board is assessing its own work in light of these 3 Statements, it is taking a huge step in reaching for the organization’s highest potential to create an amazing community.

Conclusion:
A Mission Statement that tells what the organization does, while necessary, is incomplete. By adding the Vision Statement that explains why the organization is doing that work – where it is aiming – and the Values Statement explaining how the organization will do that work, the board will have three solid tools to serve as a barometer, regardless of who is on the board at the time.

 

By creating these 3 Statements, and by committing to have those statements guide your organization’s work, your board will have 3 simple yet powerful tools for ensuring continuity of your efforts to create a better future for the community you serve.

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30 EXAMPLE VISION STATEMENTS

Definition

Vision Statement: (Desired End-State) A one-sentence statement describing the clear and inspirational long-term desired change resulting from an organization or program’s work.

The following vision statements were selected from the top 100 nonprofits (based on a series of web, social, and financial metrics).

Be sure to check out our Guide to Creating Vision and Mission Statements for more helpful tips.

Details on how this list was compiled can be found by scrolling down to the bottom of the page.

More Great Resources:

Visit our blog on our homepage: You’ll always find something new to help you and your nonprofit with fundraising, marketing, leadership, and just about everything in between!

 

This exclusive content is brought to you by CauseEngine: powering the modern nonprofit with on-demand talent.

 

Key Findings of 30 Example Vision Statements

 

  • The best visions are inspirational, clear, memorable, and concise.
  • Avg length for the full 30 organizations listed here is only 14.56 words (excluding brand references)
  • Avg length for the first 15 organizations is only 10.5 words (excluding brand references).
  • The shortest contains only three words (Human Rights Campaign)
  • The longest contains 31 words (Amnesty International)

Also Check Out:

50-example-mission-statements

Oxfam: A just world without poverty (5 words)

Feeding America: A hunger-free America (4 words)

Human Rights Campaign: Equality for everyone (3)

National Multiple Sclerosis Society: A World Free of MS (5)

Alzheimer’s Association: Our vision is a world without Alzheimer’s (7)

Habitat for Humanity: A world where everyone has a decent place to live. (10)

Oceana seeks to make our oceans as rich, healthy and abundant as they once were. (14)

Make-A-Wish: Our vision is that people everywhere will share the power of a wish (13)

San Diego Zoo: To become a world leader at connecting people to wildlife and conservation. (12)

The Nature Conservancy: Our vision is to leave a sustainable world for future generations. (11)

Ducks Unlimited is wetlands sufficient to fill the skies with waterfowl today, tomorrow and forever. (13)

In Touch Ministries: proclaiming the Gospel of Jesus Christ to people in every country of the world. (14)

NPR, with its network of independent member stations, is America’s pre-eminent news institution (12)

World Vision: For every child, life in all its fullness; Our prayer for every heart, the will to make it so (19)

Teach for America: One day, all children in this nation will have the opportunity to attain an excellent education. (16)

ASPCA: That the United States is a humane community in which all animals are treated with respect and kindness. (18)

Cleveland Clinic: Striving to be the world’s leader in patient experience, clinical outcomes, research and education. (14)

Goodwill: Every person has the opportunity to achieve his/her fullest potential and participate in and contribute to all aspects of life. (21)

Smithsonian: Shaping the future by preserving our heritage, discovering new knowledge, and sharing our resources with the world (17)

WWF: We seek to save a planet, a world of life. Reconciling the needs of human beings and the needs of others that share the Earth… (25)

Save the Children: Our vision is a world in which every child attains the right to survival, protection, development and participation. (18)

Kiva: We envision a world where all people – even in the most remote areas of the globe – hold the power to create opportunity for themselves and others. (26)

Leukemia & Lymphoma Society: Cure leukemia, lymphoma, Hodgkin’s disease and myeloma, and improve the quality of life of patients and their families. (18)

Boy Scouts of America: To prepare every eligible youth in America to become a responsible, participating citizen and leader who is guided by the Scout Oath and Law. (24)

charity: water believes that we can end the water crisis in our lifetime by ensuring that every person on the planet has access to life’s most basic need — clean drinking water. (28)

Clinton Foundation: To implement sustainable programs that improve access worldwide to investment, opportunity, and lifesaving services now and for future generations. (19)

VFW: Ensure that veterans are respected for their service, always receive their earned entitlements, and are recognized for the sacrifices they and their loved ones have made on behalf of this great country. (32)

Special Olympics: To transform communities by inspiring people throughout the world to open their minds, accept and include people with intellectual disabilities and thereby anyone who is perceived as different. (28)

Creative Commons: Our vision is nothing less than realizing the full potential of the Internet — universal access to research and education, full participation in culture — to drive a new era of development, growth, and productivity. (33)

Amnesty International: Amnesty International’s vision is of a world in which every person enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other international human rights instruments. (31)

What does this mean for you?

Is your vision statement longer than 20 words? Can you get it below 15? Below 10?  Design your vision statement to clearly communicate what you are working to achieve in a way that people can remember it and communicate this to others. If you can’t get your full vision below 15 words, consider also creating a vision tagline (2-6 words) which people can more easily remember.

How the list was compiled

  • Vision statements were gathered for each of the top 100 nonprofits that had published version and then evaluated for content and length.
  • 30 were then selected for this list based on length and organized roughly from shortest to longest (based on number of characters).
  • The number in parenthesis at the end of each line depicts the number of non-branded words included in their vision statement.
  • In order to standardize the list, we removed things like “[Brand’s] vision is” or “The vision statement of [Brand]” when it created redundancy in the beginning of a vision statement.

Related Articles:

50 Example Mission Statements
Guide to Creating a Mission Statement

Source

50 EXAMPLE MISSION STATEMENTS

An organization’s mission statement should clearly communicate what it is that they do. Many mission statements succumb to an over use of words in general, but especially jargon.  Good mission statements should be clear, memorable, concise. Some might also add “inspiring” to the list of descriptors. We don’t altogether disagree, but we find that including this as an upfront criteria often ends up with a Frankenstein that is part mission, part vision statement (desired end-state), and almost always too long.

The following  are 50 mission statements selected from the top 100 nonprofits list (based on a series of web, social, and financial metrics).

Details on how this list was compiled can be found by scrolling down to the bottom of the page.

General Findings

  • The best mission statements are clear, memorable, and concise
  • Avg length for the full 50 organizations listed here is only 15.3 words (excluding brand references)
  • Avg length for the first 20 organizations below is only 9.5 words (excluding brand references).
  • The shortest contains only two words (TED)
  • The longest contained 235 words (UNHCR)

50 Mission Statements from Top Nonprofits

TED: Spreading Ideas. (2 words)

The Humane Society: Celebrating Animals, Confronting Cruelty. (4 words)

Smithsonian: The increase and diffusion of knowledge. (6 words)

Wounded Warrior Project: To honor and empower wounded warriors. (6)

Best Friends Animal Society: A better world through kindness to animals. (7)

Livestrong: To inspire and empower people affected by cancer. (8)

Invisible Children: To bring a permanent end to LRA atrocities. (8)

Public Broadcasting System (PBS): To create content that educates, informs and inspires. (8)

USO lifts the spirits of America’s troops and their families. (9)

National Wildlife Federation: Inspiring Americans to protect wildlife for our children’s future. (9)

American Heart Association: To build healthier lives, free of cardiovascular diseases and stroke. (10)

Oxfam: To create lasting solutions to poverty, hunger, and social injustice. (10)

Environmental Defense Fund: To preserve the natural systems on which all life depends. (10)

New York Public Library: To inspire lifelong learning, advance knowledge, and strengthen our communities. (10)

The Nature Conservancy: To conserve the lands and waters on which all life depends. (11)

CARE: To serve individuals and families in the poorest communities in the world. (12)

Monterey Bay Aquarium: The mission of the non-profit Monterey Bay Aquarium is to inspire conservation of the oceans. (12)

National Parks Conservation Association: to protect and enhance America’s National Park System for present and future generations. (13)

JDRF: To find a cure for diabetes and its complications through the support of research. (14)

Heifer International: To work with communities to end hunger and poverty and care for the Earth. (14)

charity: water: We’re a non-profit organization bringing clean, safe drinking water to people in developing countries. (14)

ASPCA: To provide effective means for the prevention of cruelty to animals throughout the United States. (15)

Defenders of Wildlife is dedicated to the protection of all native animals and plants in their natural communities. (15)

Amnesty International: To undertake research and action focused on preventing and ending grave abuses of these rights. (15)

Human Rights Campaign is America’s largest civil rights organization working to achieve lesbian, gay, bisexual and transgender equality. (15)

Creative Commons develops, supports, and stewards legal and technical infrastructure that maximizes digital creativity, sharing, and innovation. (15)

Kiva: We are a non-profit organization with a mission to connect people through lending to alleviate poverty. (16)

March of Dimes: We help moms have full-term pregnancies and research the problems that threaten the health of babies. (16)

American Diabetes Association: To prevent and cure diabetes and to improve the lives of all people affected by diabetes. (16)

Habitat for Humanity International: Seeking to put God’s love into action, Habitat for Humanity brings people together to build homes, communities and hope. (16)

In Touch Ministries: To lead people worldwide into a growing relationship with Jesus Christ and to strengthen the local church. (17)

Cleveland Clinic: To provide better care of the sick, investigation into their problems, and further education of those who serve. (18)

The U.S. Fund for UNICEF fights for the survival and development of the world’s most vulnerable children and protects their basic human rights. (18)

Leukemia & Lymphoma Society: Cure leukemia, lymphoma, Hodgkin’s disease and myeloma, and improve the quality of life of patients and their families. (18)

Teach for America is growing the movement of leaders who work to ensure that kids growing up in poverty get an excellent education. (20)

Save the Children: To inspire breakthroughs in the way the world treats children and to achieve immediate and lasting change in their lives. (20)

San Diego Zoo is a conservation, education, and recreation organization dedicated to the reproduction, protection, and exhibition of animals, plants, and their habitats. (20)

Ducks Unlimited conserves, restores, and manages wetlands and associated habitats for North America’s waterfowl. These habitats also benefit other wildlife and people. (20)

Make-A-Wish: We grant the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy. (21)

American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors. (21)

National Multiple Sclerosis Society: We mobilize people and resources to drive research for a cure and to address the challenges of everyone affected by MS. (21)

Doctors without Borders (Médecins Sans Frontières) works in nearly 70 countries providing medical aid to those most in need regardless of their race, religion, or political affiliation. (21)

Feeding America: To feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger. (22)

Susan G Komen for the Cure is fighting every minute of every day to finish what we started and achieve our vision of a world without breast cancer. (24)

Audubon: To conserve and restore natural ecosystems, focusing on birds, other wildlife, and their habitats for the benefit of humanity and the earth’s biological diversity. (24)

Mayo Clinic: To inspire hope and contribute to health and well-being by providing the best care to every patient through integrated clinical practice, education and research. (24)

The Rotary Foundation: To enable Rotarians to advance world understanding, goodwill, and peace through the improvement of health, the support of education, and the alleviation of poverty. (24)

AARP: To enhance quality of life for all as we age. We lead positive social change and deliver value to members through information, advocacy and service. (25)

Boy Scouts of America: To prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law. (25)

NPR: To work in partnership with member stations to create a more informed public – one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures. (28)

 

What does this mean for you?

Is your mission statement longer than 20 words? Can you get it below 15? Below 10?  Design it to clearly communicate what you do in such a way that people can remember it and communicate this to others. If you can’t get a mission statement below 15 words, consider also creating a mission tagline (2-6 words) which people can more easily remember.

How the list was compiled

  • Mission statements were gathered for each of the top 100 nonprofits (based on a series of web, social, and transparency metrics) and then evaluated for content and length.
  • The top 50 were then selected for this list based on length and organized roughly from shortest to longest (based on number of characters).
  • The number in parenthesis at the end of each line depicts the number of non-branded words included in their mission statement.
  • In order to standardize the list, we removed things like “[Brand’s] mission is” or “The mission statement of [Brand]” when it created redundancy.

Related Articles:

30 Example Vision Statements
Guide to Creating a Mission Statement

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Establishing the vision and mission for your NGO

Once your initial board members are finalized and you have discussed with them your preliminary ideas about the organizations, it is time to establish the NGO’s values, vision and mission statements. These statements are crucial for the success of your organization, as they explain to your stakeholders the organizations purpose in a concise manner.

Vision statement: Vision statement describes the goal that an organization aspires to accomplish in the long run. In other words, the vision statement is the summary of changes/impact you would bring into the lives of the community you work for. The vision statement should be expressive and well drafted so that it appeals to people and at the same time also gives direction to the NGO. While drafting the vision statement keep the following points in mind:

  1. Use simple language that can be understood by people of all backgrounds.
  2. Should be appealing and inspiring to engage people.
  3. Should have a broad context.
  4. Should be written in present tense.
  5. Should be easy to remember.

The best way to draft a vision statement is to get the perspective of the community about their problems and the changes they would like to see. Once you know how the community feels about a particular problem, it will be easier for you to articulate the vision statement. Some examples of vision statements of International organizations may also help you in drafting the Vision statement.

  • IUCN: Our vision is a just world that values and conserves nature
  • WWF: WWF’s vision is to build a future in which people live in harmony with nature.
  • CRY: A happy, healthy and creative child whose rights are protected and honored in a society that is built on respect for dignity, justice and equity for all.
  • CARE: We seek a world of hope, tolerance and social justice, where poverty has been overcome and people live in dignity and security.
  • Green Peace: An earth that is ecologically healthy and able to nurture life in all its diversity.

Remember that establishing an articulate vision requires time and consultation. You will have to write and re-write the statement several times, before it clearly describes the purpose of your organizations.

NGOs vision

Mission statement: Now that you have a vision for your organization, you will need a plan to achieve it. This is where Mission statements come into play, mission statement describes the process of how the organization will lead to its vision. The mission statement describes the purpose of your organization (i.e why the organization exists) and also how the organization addresses the issues. Make sure that the mission statement has the following:

  1. Simple and concise: Just like the vision statement, use simple language and keep it concise.
  2. Defines the problem: The mission statement should state the problem it would solve.
  3. Solution: Describes how you intend to solve a problem
  4. Suggests the outcome: the long term changes that the organization would bring
  5. Comprehensive: inclusive of all stakeholders.

Some examples of the mission statement of some international NGOs to help you in writing mission statement for your NGO.

  • IUCN: “Influence, encourage and assist societies throughout the world to conserve the integrity and diversity of nature and to ensure that any use of natural resources is equitable and ecologically sustainable.”
  • WWF: WWF’s mission is to stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature, by: conserving the world’s biological diversity. ensuring that the use of renewable natural resources is sustainable.
  • Green peace: “Greenpeace is the leading independent campaigning organization that uses peaceful protest and creative communication to expose global environmental problems and to promote solutions that are essential to a green and peaceful future.”
  • Care: CARE’s mission is to serve individuals and families in the poorest communities in the world. Drawing strength from our global diversity, resources and experience, we promote innovative solutions and are advocates for global responsibility. We promote lasting change by:
    • Strengthening capacity for self-help
    • Providing economic opportunity
    • Delivering relief in emergencies
    • Influencing policy decisions at all levels
    • Addressing discrimination in all its forms.

Developing an effective mission statement also requires lot of consultation and discussion.  Once you have both the vision and mission statement ready, make sure you discuss it with the board members before finalizing it. Communicate about your vision and mission statements, so that people understand your organization in a better way.

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