I have a vision.

One of the key questions to ask when writing a campaign case for support is, “How does this campaign bring us closer to achieving our organization’s vision?”

Answering that question isn’t always so easy though. Common obstacles I’ve encountered with clients include:

• The organization has never articulated its vision statement. 

• The vision statement is actually just a list of goals.

• You’re using mission and vision interchangeably.

So let’s be clear, a vision statement should be a single, highly aspirational goal. Examples include:

• A world free from cancer.

• Affordable education for all.

• All children appreciate the arts.

Will your nonprofit achieve its vision anytime soon, or even ever? Probably not. And that’s the point. Your campaign is only a mere step toward the vision, not the thing that will achieve it. Donors will see right through your case if you claim otherwise.

Let’s envision a better future for vision statements.