The sentences below are a mix of vision and mission statements. Can you tell which is which?
- Smithville is a vibrant, thriving and self-sustaining community.
- To fight the causes and effects of poverty through service, advocacy and friendship.
- A world where every woman, man and child leads a healthy, fulfilling life of self-reliance and dignity.
(Answers are at the bottom of this blog!)
It’s not an easy quiz. Many changemakers confuse vision and mission statements, yet both are vital for telling your story and helping your organization stay relevant. When we facilitate strategic planning sessions, we always ask participants to revisit both. Not only do folks give their feedback about the actual statements (e.g., Are they short enough? Are they inspiring?), but the exercise also reminds everyone why the organization exists — and how that purpose might evolve as society and its challenges change.
Our survey of more than 90 nonprofits found that, on average, only 81% of board and staff members are satisfied with their current vision and mission statements. Many want to make them clearer, more compelling and more succinct. Here’s our quick guide to understanding the difference between vision and mission statements — plus tips to make sure yours still pack a punch.
Vision Statement
A vision statement describes the organization’s desired future state of the world (without mentioning the organization itself). It answers the question: What will the community look like once the nonprofit has accomplished its mission. The best vision statements are one-sentence statements that are aspirational, memorable and succinct.
This is one of the most misunderstood concepts in the nonprofit sector because many organizations look to business examples for guidance. In the corporate world, the term “vision” is often used to describe the future of the company itself — its growth, market position, products or ambitions. Marketing firms frequently reinforce this approach by focusing on how the organization wants to be perceived. Nonprofits, however, exist to create change beyond themselves. As a result, an effective nonprofit vision should paint a picture of the better world, stronger community or improved condition that will exist because the organization fulfilled its mission — not what the organization hopes to become.
Mission Statement
A mission statement describes the organization’s unique reason for existence (“unique” meaning that it connects to your unique value proposition), along with the priorities and methods used to achieve the vision. Mission statements should provide a link between the current state and the future state. The best mission statements are easy to memorize, action-oriented and understandable.
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Why Vision Matters
It is common for nonprofit organizations to focus heavily on their mission statement. But vision plays an equally important role in your communications. In our research, we’ve found that many social sector organizations do not have vision statements. This is a missed opportunity to tell and sell your story. A vision statement tells stakeholders why they should care — right now. In a world where people are bombarded daily by 6,000 to 10,000 marketing messages, a strong vision statement cuts through the noise and inspires collective action.
Think of a vision statement as the bullseye you and others are aiming for to create a better world — it inspires action. (Note: Other organizations might have a similar vision statement and that’s okay. In fact, those organizations are often your natural collaborators because you’re working toward the same future.)
Think of your mission as the arrow. It guides your actions and helps you make decisions about what you pursue and, more importantly, what you decline.
For example:
- If your vision is for every third grader to be a proficient reader, your nonprofit’s mission will be heavily geared toward literacy.
- If your vision is for every child to be ready for kindergarten, your mission will be broader — and include literacy, math, social skills and more.
How you define the “problem” (vision) shapes your nonprofit’s approach (mission).
How to Craft a Vision Statement
If you don’t have a vision statement or don’t know where to start, here are four steps in a design-thinking process to get you going:
- Start with market research. Look at vision statements from similar organizations (your peers). This research is easier than ever with AI tools like ChatGPT. You can also survey your stakeholders about what your organization’s success looks like to them. Then, aggregate those findings as a starting point.
- Convene a small group to wordsmith possible vision statements. You can use AI to help you, but don’t overuse it — your vision statement needs to have a human touch and sound like your organization.
- Test your statement. Ask individuals who were not involved in the process which statement resonates most. A vision statement should paint a compelling picture of the future, while a mission statement should clearly describe what is unique about your organization. (If a competitor could use the same mission statement, start over!) And don’t forget to use power words — vivid, emotionally resonant words make your statements memorable and inspire action.
- Pair it with your mission statement. Vision and mission should complement — not duplicate — one another and collectively provide focus. When your mission, vision and core values align, they create what we call the “holy trinity.” Together, they inspire action, define your unique purpose and help people determine whether they are a fit for your team.
Whether you’re creating your first vision statement or refreshing one you’ve had for years, take a few minutes to revisit it. If your organization has a vision statement you love, we’d love to see it. Share it with us!
Quiz Answers:
(1) Vision (2) Mission (3) Vision
