Every nonprofit organization needs a strong, memorable mission statement. This succinct statement should capture the need your agency addresses, your solution and what makes your solution different. While many organizations have such a statement, it often is missing in action in their marketing efforts.

Here are ten ways to use your mission statement so it becomes a rallying cry for everyone associated with your agency, from staff and board members to volunteers, donors and the community.

1. Networking. When you introduce your agency to someone, always use your mission statement. If it doesn't tell your story well or is cumbersome to say, make it more user friendly.
2. Board members. Your board members should be advocates for your organization. Do they know what your mission statement is? Including your mission statement in board documents and using it during board meetings increases board awareness.
3. Website. Your mission statement should be incorporated into every page of your website, even the contact page. Don't fall into the trap of including your mission statement only on the home page. A visitor may never land on your home page and therefore may leave your site without a clear understanding of why your organization exists.
4. Print pieces. Include your mission statement in all of your print pieces, incuding your business cards. It is as important as your logo.
5. Voice mail. Record a voice mail greeting that includes your mission statement.
6. Email signature. When your mission statement is included, your email signature is elevated from contact information to marketing tool.
7. Donor letters. Always include your mission statement in donor letters. While it may seem redundant to you, it is a gentle reminder to others of the important role your organization plays.
8. Newsletters. Your newsletter should help readers understand how you put your mission into action. Including your mission statement helps to focus readers in this direction.
9. Presentations. When you present information about your organization, whether during an informal meeting or a formal presentation, use your mission statement to help participants understand the driving force behind the work you do.
10. Grant proposals. Every grant proposal should include your mission statement. It helps funders understand why your organization is important and how proposed programs support your mission.

©2011 Joan B. Marcus