Mission statements focus the organization on action.
If your team cannot recite the mission statement, you are not on a mission. Competent team members know how to motivate themselves and unite a team around the mission statement observed Donald Miller.
Traditional mission statements are aspirational & transformational.
"Our mission (or why do we exist?) ...
nourish neighbors to flourish
bring people together to build homes, communities and hope
advance cures, and means of prevention, for pediatric catastrophic diseases through research and treatment.
sustain the health, diversity, and productivity of public lands for the use and enjoyment of present and future generations
Do you have a clear path toward your mission ... a mission your team believes?
“If you don’t know where you are going, you might wind up someplace else.” - Yogi Berra.
Peter Drucker pointed out that your organization must be able to give its employees, volunteers, or donors a vision and sense of mission they believed in. It satisfies their desire for a meaningful contribution to community and society.
Internal Mission/Goal Statement
A traditional mission statement lacks a sense of urgency. Business Made Simple has addressed the weakness by creating an internal mission (or goal) statement
Start by creating an abundantly clear message that your organization exists to serve customers while making a profit. The mission statement includes 3 parts:
3 Economic Priorities – we will accomplish X, Y, & Z
Why 3 economic priorities? To remind everyone that if we accomplish our economic objectives, the mission thrives. Without money, the doors close. Without funding, all other objectives will fail, and the entire team will lose their job. 45% of small businesses fail within the first 5-years.
Focus on 3 economic priorities that help the business grow. Priorities that are specific and measurable.
We will sell 160 units of X, 40 units of Y, and stop selling unprofitable Z
We will convert 50 donors to monthly giving, increase monthly volunteers by 25 per month and raise $100,000 at the annual fundraiser
We will retain 75% of existing customers, serve 30 new clients, and receive a 95% client satisfaction rating
Establish a Deadline – by (date 1 -2 years in the future)
Missing from most mission statements is a deadline. The Nuggets knew their championship date. Deadlines provide a sense of urgency. Without a deadline, it’s a slow grind. Deadlines force leaders to plan on how to accomplish the priorities that lead to increased revenue that supports the mission.
If the deadline too far out, you lose touch with the mission.
People think about the future but live for now.
Explain Why the Mission Matters
Insert your traditional mission statement here. This is why your organization exists or its purpose; to make the world a better place, eliminate hunger, solve the customer's problem. Remember to keep it short and interesting.
We will accomplish X, Y, & Z by (date 1-2 years in future) because (this is why we exist)
We will convert 50 yearly donors to monthly giving, increase monthly volunteers by 25 and raise $100,000 at the annual fundraiser by 7/1/2024 because eliminating hunger is the first step in helping families thrive.
Over-Communicate the Mission
Coach Malone reminded his players how their role is important to winning the championship. It didn't sink in at first. But but it began to stick with his constant reminder.
Don’t bury the mission statement! Remind your team why they do what they do. It is a call to action. Open every meeting by reading the mission statement. Acknowledge team members for their role in advancing the mission.
A clear mission statement that includes 3 economic priorities, a deadline, and a because, is the first step in increasing revenue while growing mission impact.
If your team is wandering in the weeds, update your mission statement to gain clarity and alignment.
Still not sure? Take My Business Report free assessment of the six parts of your business. In just 10 minutes, you'll have a tactical plan that will help you optimize your organization revenue and impact.