Mission vs. Vision

I’m not a strategic planning consultant, but I occasionally I have to step into that role when a client organization doesn’t have clarity around their mission or vision. Writing a case for support, which is inevitably what I have been hired to do, is infinitely harder when the organization’s core reason for being is up for some debate.

There are many benefits to having clear and agreed-upon mission and vision statements, such as:

• Cultivating Internal and external buy-in

• Keeping the organization and everyone in it headed in the same direction

• Helping to set goals for what you will do

• Preventing misuse of time and resources

• Inspiring donors

But mission and vision are not the same thing.

Your organization’s mission statement should cover four key things: why you do what you do; whom you do it for; what you do; and how you do it. 

Here’s an example from Tree of Life, a new nonprofit organization that has emerged from the deadly synagogue attack in October 2018:

As a pervasive form of identity-based hate, antisemitism is a destructive force that affects our entire society. Our community’s resilience in the face of a hate-fueled massacre has given root to a reimagined Tree of Life (why). Through remembrance, experience, and action (how), we educate and inspire individuals and communities from across our nation (whom) to recognize and stand up against antisemitism (what).

When someone asks about this organization’s mission, it’s perfectly reasonable to simply cover the what and the how. But the full mission statement should go deeper. By articulating why and for whom, you will reap far more of the benefits of having a mission statement in the first place.

Vision, on the other hand, is simpler. It is ideally a single, broad, ambitious goal—a shared belief in the future. A vision statement should answer the question: “How will things fundamentally change if you achieved your mission?”

Here is Tree of Life’s vision:

Ending antisemitism—together.

They don’t want to just end antisemitism, they are compelled to do it with others because, as the mission statement explains, antisemitism affects us all. 

These two statements, taken together, then lay the groundwork for making the case for support for Tree of Life to raise millions of dollars to approach the fight against antisemitism in a distinctive and powerful way. And it will guide them as they develop their programs in support of the mission.

Are your organization’s mission and vision known by all and integrated into your fundraising communications? If not, it may be time to start.