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Let’s talk about mission statements—the good, the bad, and the cringe-worthy. You’ve probably encountered a mission statement that leaves you scratching your head. You read it… then read it again… and still don’t know what the organization actually does.
But here’s the thing: mission statements don’t have to be dull or meaningless. When done right, they’re a north star—guiding an organization’s people, partners, and priorities—and they lay the foundation for solid strategic planning.
What’s the Problem?
Questionable mission statements tend to fall into one of two traps:
- Too many buzzwords: Think “fostering dynamic ecosystems of empowerment.” Sounds impressive, but what does it actually mean?
- Vague and “hand wavy”: Statements like “We value respect and integrity.” That’s great, but what do you do?
Neither approach inspires, aligns, or motivates. A solid mission statement should do more than look good on a plaque—it should answer three critical questions:
- What’s your purpose? Why does this organization exist?
- Who do you serve? Be specific—this also helps clarify who you don’t serve.
- How are you making an impact? Connect your mission to the actual work being done.
Examples of Strong Mission Statements
Here are mission statements from well-known nonprofits. Can you identify the organizations?
- “Together, we create life-changing wishes for children with critical illnesses.”
- “To preserve the plants, animals, and natural communities that represent the diversity of life on Earth by protecting the lands and waters they need to survive.”
- “Create and support one-to-one mentoring relationships that ignite the power and promise of youth.”
How to Fix It
If a mission statement feels off, here are three ways to improve it:
- Be Authentic. Reflect the organization’s true purpose—not just what sounds impressive. Skip the jargon and use language that feels real to the people you serve.
- Keep It Simple. Great mission statements are easy to understand and remember. Overcomplicating dilutes the message—clarity ensures everyone, from staff to stakeholders, can rally behind it.
- Focus on Impact. Who benefits, and how? Mission statements should make the end result crystal clear.
Frame the mission as the organization’s North Star—actionable and ambitious, like Amazon’s legendary Big Hairy Audacious Goal (BHAG): “Every book ever printed, in any language, all available in less than 60 seconds.”
Asking the right questions
The next time you need to help an organization improve its mission statement, here is a suggested approach:
- Write down the current mission statement.
- Ask, “What does this actually mean in plain English?”
- What’s the #1 change you want to make in the world?
- What differentiates the organization from others in the same space?
- Ask, “Who’s the hero of this story?” (Hint: It’s not the organization—it’s the people served.)
- Share the mission with a community member. If they don’t immediately recognize it as yours, it needs work.
Do you have examples of questionable mission statements?
Send them to mike@stratsimple.com—we’d love to see them!
For more on this topic, check out:
1) https://www.fastcompany.com/1400930/how-write-mission-statement-isnt-dumb
2) https://hbr.org/2023/09/what-makes-a-great-corporate-purpose-statement
P.S. - mission statement answers:
1) Make-A-Wish Foundation
2) The Nature Conservancy
3) Big Brothers, Big Sisters of America
