Key Points
1. Purpose of mission statements:
- Foundation for strategy: describes why the organisation exists and its purpose or calling.
- Helps maintain external focus on who is being served and the value being delivered.
- Clarifies what the organisation does and doesn’t do, enabling faster decisions and aligned priorities.
2. Key elements of a mission statement:
- Who you serve: Identify target constituents, even if funders differ from beneficiaries.
- Unique value: Define what distinctive benefit or solution your organisation provides.
- Core competence: Understand what your organisation does best to fulfil its purpose effectively.
3. Hedgehog Principle (Jim Collins, Good to Great) - Guides mission focus through three questions:
- Where can we be the best in the world? (Skills/core competence)
- What are we deeply passionate about? (Sustain energy and commitment)
- What drives our “economic engine”? (In nonprofits: how resources are deployed for maximum ministry fruitfulness)
4. Mission statement characteristics:
- Designed to last across the organisation’s life cycle (5–30 years).
- May need updating if technology, target constituents, organisational effectiveness, or leadership changes.
- Acts as both a guiding process and a statement of purpose.
5. Mission statement outcomes:
- Should deliver results aligned with the vision.
- Supports organisational focus, alignment, and impact on constituents.
6. Practical tip:
- Mission statements can be revisited, refreshed, affirmed, or revised over time.
- Ensure it captures value delivered, to whom, and through what core activities.