Why should my small charity waste time we could/should be using on our work or fundraising to write a mission statement? Aren’t they just meaningless words to hang on somebody’s wall?

I agree…too often mission statements are nothing more than words on a wall somewhere. But a well-written, thoughtful mission statement that has involved as many of your leaders, employees, users, volunteers and donors as possible in creating it can be the absolute most useful management and fundraising tool for your small charity. Besides…it is a question that you will see time and time again on almost every fundraising application you ever write.

What exactly can a mission statement do though?

1) It is a compass for your leaders when making key decisions. Too often I have seen small charities begin programs just because there was money to do it without thinking about whether it is something they should be doing. It is called ‘mission drift’ and has been a major downfall of more than one organization. By having a clearly defined mission, leadership can coordinate programming to remain central to what your core mission is and avoid this problem.

2) It provides a roadmap for employees and volunteers to do their jobs. When they know what they are really working for, it motivates employees and volunteers to give their very best. They will better understand what services and tasks where within their job descriptions and why. They will have a sense of working for a greater good.

3) It tells others, especially users and the community, what to expect from you. If your mission is to provide quality afterschool programs for disadvantaged youths, then by having that clear mission parents and community leaders would recognize that you were not an actual school or medical provider…although you may well form partnerships with both.

4) And certainly not least…it motivates donors to give to your charity. It is about more than just pretty words though. It is about using those words to paint an accurate and powerful picture of the need that your work fills…and why they should give their money to you and not your competitor.

So you see, a well-written, thoughtful mission statement is vital leadership and fundraising your small charity simply cannot grow without.

With over a quarter of a century of leadership and fundraising experience, Terri is passionate about helping small charities (those with less than 250K income) achieve big results. She is currently completing an e-course on leadership, management and fundraising for charities. By completing the course, charities will acquire all the basic tools and skills to improve their fundraising capacities, including trusts, major donors and corporate partnerships. To find out more about this e-course or to receive monthly newsletters, visit her blog BLISS-Charities.

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