Your Mission Statement:
Use It or Lose It!
Your mission statement is the verbal representation of your brand. As such, it should drive all of your marketing and be integrated into every aspect of it. How well are you doing that?
Here is a quick way to gauge the effectiveness of your mission statement. Ask your staff and board members what your agency's mission statement is. If they can't say it without referring to a written document, it's time to take a closer look at the effectiveness of your mission statement. Here are five tips to help you craft a memorable mission statement:
- Tell your key constitutents what they want and need to hear. An effective mission statement is succinct — usually 25 words or less — that includes the need your organization addresses, the outcomes you anticipate and what makes your organization unique.
- Focus on one key point. Most organizations provide a variety of programs or services. You don't need to include all of this information in your statement — and you shouldn't. Instead, focus on your core service. Ask yourself what you do better than any other organization.
- Develop a simple yet memorable statement. This isn't the time to try to impress people by using jargon and technical language. No one will understand or remember such a message. Make your point in as few words as possible. Eliminate every unnecessary word and make every word count.
- Think about it. Developing a powerful mission statement takes time. You need to consider your core strengths and weaknesses, the current and future needs of those you serve and how you can best meet those needs based on your strengths. This can't be done in an hour, a day or even a week. Once you know the answer to these questions, craft a succinct statement that captures the essence of your answers.
- Make your message part of your organization. Your mission statement should be a mantra for your organization, driving everything that you do. Everyone, including staff, board and volunteers, should be comfortable talking about your mission in casual conversation, when networking and in formal presentations. In short, use it or lose it!
©2011 Joan B. Marcus
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