Mission / Vision GuideJulia Erickson

©2015

Missions are: The reason the organization exists,

or its purpose.

A Successful Mission: Articulates core reason you exist Inspires people Is timeless Is grounded by geography or population served or both Is driven by values

Questions To Develop Mission

What’s our reason for being, our purpose? To what group(s) do we make a difference? Where do we make that difference? What would the world be like if we didn’t exist?

What is a Mission Statement?A clear, concise and memorable

sentence that captures the purpose of the organization, encompasses core values, and keeps the organization on course, over time.

Mission Statement Examples

Non-Profit and For-Profit

The Nature Conservancy

To conserve the lands and waters on which all life depends.

NikeTo bring inspiration and innovation to every athlete* in the world.

* If you have a body, you are an athlete.

ASPCATo provide effective means for the prevention of cruelty to animals throughout the United States.

Harley-DavidsonWe fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.

OxfamTo create lasting solutions to poverty, hunger, and social injustice.

Bristol-Myers SquibbTo discover, develop and deliver innovative medicines that help patients prevail over serious diseases.

Human Rights Campaign

Human Rights Campaign is America’s largest civil rights organization working to achieve lesbian, gay, bisexual and transgender equality.

Ford Motor CompanyWe are a global family with a proud heritage passionately committed to providing personal mobility for people around the world.

Leukemia & Lymphoma Society

Cure leukemia, lymphoma, Hodgkin’s disease and myeloma, and improve the quality of life of patients and their families.

CVSWe will be the easiest pharmacy retailer for customers to use.

Visions are:A description of the desired impact

an organization will have in its field on its target constituency.

A Successful Vision: Fulfills the missionPromises impactMotivates peopleProvides an image of your goals before you set out to reach themCommunicates meaning to your constituencyProvides concrete guidance for designing and aligning programming

What is a Vision Statement?A short, vivid and inspiring written

description of what the organization intends to become and achieve in the future, often stated in competitive terms.

SMART Vision StatementsSpecificMeasurableAchievableRealisticTime Bound

Visions Guide Everything:ProgrammingFundingVisibility & marketingInfrastructureGovernance/management

Vision Statements do not:Specify how to achieve desired

ends…

That comes next…with strategies.

Questions To Develop Vision

In [x time], we will be known for:

In [x time], we will be capable of:

In [x time], we will have the following impact:

Vision Statement Examples

Non-Profit and For-Profit

Virgin TrainsTo become the most safe, consistent, reliable and profitable of the train operating franchises in a climate that respects different views and people need not be afraid to be open and honest.

City Harvest City Harvest will build on our achievements as a

pioneering food rescue charity to increase access to the food resources hungry people need to live healthier lives. We will improve and grow our core business, respond to evolving market conditions, and make demonstrable progress toward ending hunger in New York City. As a result of our work, by 2008, more hungry people will consume more nutritious food and improve the way they use their food resources, and more people will contribute to the mission of ending hunger in NYC.

Interface (interior floorcoverings and fabrics) Our vision is to be the first company

that, by its deeds, shows the entire industrial world what sustainability is in all its dimensions: people, process, product, place and profits - by 2020 - and in doing so we will become restorative through the power of influence.

Make-A-WishOur vision is that people everywhere will share the power of a wish.

American Dietetic Association

ADA members are the most valued source of food and nutrition services.

AmazonOur vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.

WHO Collaborating Center for Public Health Practice

The Collaborating Center will provide leadership in the area of public health practice, sharing best practices and disseminating evidence to enhance public health systems on a global level. Through collaborative activities, the Center will play a large and growing role internationally as reflected in the CDC's vision statement: "Healthy People in a Healthy World-Through Prevention." It will help countries to enhance their public health infrastructure, enabling better surveillance and use of scientific evidence in healthcare decision-making.

Agway Energy ProductsWe will be the leading regional total

energy solutions provider to homes, farms, and businesses. Our focus on superior customer service, sustained growth, and our ability to take advantage of strategic opportunities will enable us to maximize profitability.

KivaWe envision a world where all people – even in the most remote areas of the globe – hold the power to create opportunity for themselves and others.

Millennium Promise End extreme poverty worldwide by

2025.