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Understanding your Mission and Vision
by Rosemary Bayer and Lee Gorman
vision: ...2 a : the act of power of imagination b (1) : mode of seeing or conceiving
mission: ...4 c : a preestablished and often self-imposed objective or purpose <statement of the company's mission>
What does it mean for an organization to have a "vision?" What constitutes a good mission statement? What's the difference between vision and mission, and how to they affect an organization's operations?
This month we'll explore the difference between mission and vision. Why? This will help you establish achievable goals, strategies, and (ideally) collaboration to get you to the outcomes you desire faster.
Mission Statement
Your Mission Statement is a public pronouncement of what you do and for whom, often prominently displayed at your organization's place of business. Your Mission defines your daily work - your programs, clients or customers and the outcomes for which you strive.
Some great examples of Mission Statements are:
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Médecins Sans Frontières is an international, independent, medical humanitarian organisation that delivers emergency aid to people affected by armed conflict, epidemics, healthcare exclusion and natural or man-made disasters.
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The mission of the Boy Scouts of America is to prepare young people to make ethical and moral choices over their lifetimes by instilling in them the values of the Scout Oath and Law.
We like to make a distinction between a true mission statement and a "tagline," often mistaken for a mission. Taglines (which are typically succinct summations, in marketing terms, of a concept, a company or a brand) help provide key information. But, generally, taglines are too short to include the full purpose of an organization and an adequate description of its desired audience. Some taglines you may have seen are:
The mission statement is a critical communication tool, internally and externally. It provides constant guidance on every-day decisions and operations.
You can calibrate everything you do against your mission to ensure the most effective use of your resources. Most importantly, every proposal for new projects or programs shouId be evaluated in terms of alignment with the mission. "Mission creep'' can be costly financially, and always results in decreased focus on your goals, and loss of credibility with donors.
Vision
Your vision is not specific and operational like your mission. Instead, it is a statement of the ideal . . . continued below
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Seminar: Best Practices from the Best-Managed Nonprofits
Board Leadership and Innovative Resource Strategies
Monday, March 8, 2pm - 7pm
Lawrence Technological University, Southfield
DTE, Crains and Lawrence Tech welcome you to this sixth annual event that recognizes Detroit Public Television, winner of the 2009 best managed nonprofit award. Learn from experts about financing and funding. Come for the seminar only (until 5pm) or come just for the networking reception (5pm-7pm) or stay for both. More information including pricing and registration.
Intern and Employer of the Year Contest
Crain's Detroit Business is seeking nominations for Intern and Employer of the Year. The Intern of the Year award recognizes a current or former metro Detroit intern who exemplifies the great talent available to local employers. The Employer of the Year award recognizes a for-profit and a nonprofit employer for their commitment to providing extraordinary internship opportunities.
Winners will receive a paid trip to the Detroit Regional Chamber's 2010 Mackinac Policy Conference, June 2-5. Nominations must be received by Friday, April 9. Find links to nomination forms online. Questions? Contact Michelle Darwish [mdarwish at crain.com] (313-446-1621).
A Better Michigan Future
The Michigan League for Human Services encourages nonprofits to join A Better Michigan Future (ABMF), a statewide coalition of over 30 organizations that have a vital interest in a better future for Michigan that includes safer and healthier communities, essential social services, good schools, better government and protection for our natural resources.
The ABMF coalition has outlined a four-point Comeback Plan, designed to modernize Michigan's tax structure and offer a balanced approach to addressing Michigan's ongoing budget gap. You can learn more about ABMF and the Comeback plan by going to www.abettermichiganfuture.org.
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March 29 deadline to apply for Strengthening Communities: Nonprofit Capacity Building Program. See below.
 Spring Into Service - Speed Networking for Board Recruitment
Thursday, May 6th, 5:30 - 7:30pm
Kensington Court Hotel, 610 Hilton Blvd., Ann Arbor
Nonprofit organizations need talented and dedicated individuals to serve on their boards and committees and help them meet their missions. This fun and lively event takes some of the mystery out of board matching. Participants meet face-to-face with organizations in lightning rounds and learn about their missions and how they might be able to serve. An individual seeking a volunteer opportunity with a board may register online.
ORGANIZATIONS that wish to showcase their missions and find new board members MUST contact Yodit Mesfin Johnson [ymesfin at new.org] (734-998-0160 x238). Do not register online. There will be a selection process. Please submit your request and pertinent organizational information NO LATER than April 23rd to be considered.
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5th Annual Nonprofit Management Conference
Thursday, April 22, 8am - 4pm
Walsh College, 3838 Livernois, Troy
$50 Troy Chamber members / $95 Non-members More information
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Michigan Nonprofit Association SuperConference:
Bringing Focus to the Future
Tuesday and Wednesday, May 18 and 19, Lansing Center, Lansing. Schedule of events and registration now online.
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Special Events and Announcements
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Fundraising Essentials: Your Toolkit for Success
Thursday, March 25, 9am - noon
Hannan House, 4750 Woodward, Detroit, in the Gallery
Cost: $55 ($50 with online registration)
We're all having to do more with less. Join NEW for a 3-in-1 workshop to learn creative tactics for fundraising. Find sustainable income streams via board involvement, potential new funders, and/or new online campaigns. You'll get three different perspectives from three of NEW's best!
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9am-9:55am: How to Get Your Board to Raise Money - Diana Kern discusses best practices for engaging boards in fundraising.
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10am-10:55am: Foundation Directory Online (FDO) training - Ann Gladwin teaches the ins and outs of navigating this dynamic database of nearly 100,000 funders.
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11am-11:55am: Anatomy of an Online Fundraiser - Linh Song presents a step-by-step look at an ideal nonprofit online fundraising campaign.
The workshop will be followed by an open house with light refreshments in NEW's office, Suite 303, until 4 pm.
Register now.
Fundraising for Food: New Demands in the New Decade
Wednesday, April 21, 8am - 3pm
Gleaners Community Food Bank
2131 Beaufait, Detroit
Cost $30 ($25 with online registration)
Gleaners Community Food Bank of Southeastern Michigan and NEW present fundraising expert, Kim Klein. She is founder of Grassroots Fundraising Journal and a principal in Klein and Roth Consulting, a company that helps nonprofit organizations build strong mission-driven fundraising programs.
Fundraising for Food is for employees and board members of nonprofits in Southeast Michigan providing "food" programs to our communities. If your organization has programs to feed the hungry, encourage good nutrition, teach about sustainable agriculture, or implement programs to reduce hunger, this event is for you. Learn more and register.
Spring Into Service - Speed Networking for Board Recruitment
Thursday, May 6th, 5:30 - 7:30pm
Kensington Court Hotel, 610 Hilton Blvd., Ann Arbor
See above.
Strengthening Communities: Nonprofit Capacity Building Program
Nonprofits working with distressed communities are invited to apply for a grant to help increase organizational sustainability and effectiveness. Eastern Michigan University's Institute for the Study of Children, Families and Communities (ISCFC) will deliver assistance to nonprofits helping families through economic recovery.
Qualifying organizations will have annual budgets between $250,000 and $750,00 with preference given to those with budgets under $500,000. The average award will be about $50,000 per agency. Over a year selected nonprofits will receive training, technical assistance, coaching and mentoring, financial assistance and fundraising and marketing support.The application deadline is March 29, 4pm. Organizations considering applying for this opportunity are strongly encouraged to attend one of these informational sessions:
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Monday March 8, 3pm -4:30pm, EMU Livonia Campus, 38777 W Six Mile Rd, Suite 400, Livonia
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Thursday, March 11, 10am-11:30am, EMU Detroit Campus, 18100 Meyers, Detroit
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Friday, March 12, 11am-12:30pm, EMU Ypsilanti Campus, 203 Boone Hall, RoomG10, Ypsilanti
Register for an information session online. Call 734-487-0372 with questions.
Coming Soon! -- Board360TM -- an intelligent tool developed by NEW's BoardConnect program to assess board performance. Discover your board's strengths and weaknesses in
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Board Operations
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Strategic Planning
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Resource Development
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Oversight
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Ambassadorship
Results of individual board members' online surveys are carefully compiled and analyzed in a report to provide strategic goals for the future. For more information, please contact Yodit Mesfin Johnson, Outreach and Education Manager [ymesfin at new.org] (734-998-0160 x238).
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Bulletin Board
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Michigan Computer Supply (MCS) helps nonprofits!
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MCS will donate a free box of copy paper each month free to any nonprofit that uses their Greenline Toner.
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MCS will donate $1 to a local nonprofit of your choice for every MCS Greenline Toner cartridge purchased.
To find out more, visit their website or call 734-213-5400.
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Selected Upcoming Trainings in Southeast Michigan |
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See also webinars below.
BoardConnect: Building Your Board
Thursday, March 11, 9am - noon
NEW Center, 1100 N Main St, Ann Arbor
$55 ($50 with online registration)
Covers important aspects of recruiting new members for a nonprofit's board of directors including recruitment planning, identifying and cultivating candidates, and electing new members. You'll also learn about BoardConnect's matching services and boardnetUSA, a national online database that connects candidates and nonprofits.
Starting Off Right: Board Member Orientation
Thursday, March 18, 9am - 11am
NEW Center, Ann Arbor
$45 ($40 with online registration)
Serves as a solid foundation for new board members or a great refresher for experienced trustees.
Covers major responsibilities and duties with a focus on board governance, mission, life cycles, strategic planning, work styles, financial statements, fund raising and ambassadorship.
Grant Writing Workshop
Thursday, March 18-19
Presented by Grant Writing USA
Hosted by Southeast Michigan Council of Governments
535 Griswold Street, Suite 300, Detroit
Cost: $375 special nonprofit rate
Beginning and experienced grant writers will learn how to write winning grant proposals and find grant funders in this two-day intensive workshop. Tuition includes class workbook and accompanying resource CD including more than 200 sample grant proposals. Seating is limited; online reservations are necessary. Please use code "UWSEM" to receive this $50 discount off full price at registration. More information. Or call 800-814-8191.
Strategic Grant Proposal Writing
Monday, Tuesday, Wednesday, March 29-31, 8:30am-4:30pm
Concordia University, Ann Arbor
Sponsored by the Institute for Strategic Funding Development
Cost: $598 for 3 days; $50 discount if register by March 8
CFRE accredited!
This three-day workshop offers a comprehensive overview of effective grant development techniques. See the FAQs page for more detail. Registration.
Anatomy of a High-Performing Board
April 9, 9am - 11am
NEW Center, Ann Arbor
Cost: $45 ($40 with online registration)
Join a seasoned nonprofit board member and governance specialist to learn about the changing needs of nonprofit boards today. Learn models for high-performing boards and get practical tools to help elevate your current board and how to recruit new board members into a high-performing culture.
HIPAA Portability, Privacy & Security
April 13, 9am-3:30pm
Michigan Chamber, Lansing
April 14, 9am-3:30pm
Walsh College, Novi
$295 (member and group discounts available)
As a Michigan employer, you need to be compliant with HIPAA policies, audit your privacy and security practices, and train your staff. Join the Michigan Chamber of Commerce for this one-day, comprehensive seminar to receive practical information about the existing federal laws involving group health plan privacy requirements along with the new laws and rules that have been enacted in the past year. More information. Click on workshop name for details.
How to Get Your Board to Raise Money
Wednesday, April 14, 4pm - 5:30pm
Hannan House, 4750 Woodward, Detroit
$40 ($35 with online registration)
Join a seasoned board member in a fast-paced session about ways to get your board to be better ambassadors. Learn how to jump start their involvement in raising money! There will be plenty of time for Q & A.
Fundraising for Food: New Demands in the New Decade
April 21, 8am - 3pm (see above) anchor
For more education opportunities, see Michigan Nonprofit Association's statewide training calendar.
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Webinars -- Learn at Your Desk!
Choosing a Database - MNA Tech Webinar
Tuesday, March 9, 10am - noon ET
$40 for MNA members,$45 for nonmembers
Get an overview of several different software packages and a solid framework to help you evaluate various databases. Register.
BoardConnect: Serving on a Nonprofit Board - Webinar
Wednesday, March 10, 1pm - 2pm ET
$34 with online registration online
For community members interested in nonprofit board service.
Estate Tax Planning - Webinar
Wednesday, March 10, noon-1pm ET
Free to Crain's Detroit subscribers. Information and registration.
A New Take on an Old Issue: Surprising Demographics of Boomers - Webinar
Thursday, March 18, 3pm-4pm ET
Part of the series Thursdays at 3: Knowledge for nonprofit sector leaders, presented by the National Human Services Assembly. Information and registration.
Hear from the IRS: What The IRS Has Learned After One Year With the Redesigned Form 990 - Webinar
Tuesday, March 23, 3:30 pm - 4:30pm ET
Presented by The National Council of Nonprofits
There is no charge for nonprofit organizations or their board members. The registration price for individuals, consultants, and businesses is $75. Registration required by March 22.
Communications - Webinar
March 25, 9am - 12 noon ET
This session will explore internal and external communications, storytelling, social media and media relations. Learn how to attract and retain constituents and raise public awareness, understanding, and commitment to your organization.
Registration.
Building Your Board - Webinar
Tuesday, March 30, 1pm - 2pm ET
$39 (save $5 with online registration)
Tech Essentials - MNA Tech Webinar
April 13, 10am - 12 noon ET
Cost: $40 MNA members; $50 non-members
Learn how to get the greatest value for your technology dollars. This webinar will cover essential hardware, software and services, including: computers, software, cell phones, printers, websites, email, backup systems and training. (Best for small to mid-sized organizations without full-time technology staff.) Registration.
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Lead Story continued:
Vision
Your vision is not specific and operational like your mission. Instead, it is a statement of the ideal of what your organization will be, in the future. This "future" does not have a specific time frame. (We often suggest ten years, which is outside the immediate planning horizon). There also may not be agreement that the vision is even feasible. The vision is something toward which the organization strives, but without a given timeline or ability to measure it.
You may have a vision for your organization, but perhaps it's not clearly articulated. Part of the strategic planning process is to articulate your vision and ensure it is shared among stakeholders. One caveat: although the vision reflects aspirations beyond where the organization is today, it should still be consistent with the mission. If your mission is to provide studio space to local artists, your vision shouldn't have to do with providing health care in foreign countries!
Some really great vision statements include:
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The Michigan Nonprofit Association will be the premier organization advancing the nonprofit sector in Michigan.
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We will build a stronger America by mobilizing our communities to improve people's lives.
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TechTown seeks to become the world's foremost business incubator, leading to an economic renaissance in the city, state and region.
So, now you have your mission and vision - so what?
Is there a big gap between your vision and where you are today? Is there a gap between your mission and the programs you are actually working on today? Ask yourself - if we do this, will we serve our mission and move forward on our vision?
Check your current programs: do they align with your mission? If not, take a look at what your mission truly is - or look at how to make decisions that align tactics (and resources) with that mission. This will reduce your mission creep and increase your focus, which will ultimately increase your successful outcomes.
Now, take another look at your mission and your strategic goals. Do you have written objectives or outcomes that are specific and measurable, that are consistent with both? If so, you will be moving toward realization of your vision.
Once you have a clear understanding of your vision and mission, you are in a great position to collaborate with other organizations. Are there areas peripheral to your mission that are central to another organization's mission? You could turn over non-core programs to another organization, and potentially take over some of theirs. Or, you could combine resources or efforts for a synergistic, positive effect. For example, perhaps there's another organization with which you could combine some back office operations (IT, payroll, etc.).
Mission and vision statements are important tools to keep organizations focused on what they do best and where they want to go. When you communicate them well, they can enhance the effectiveness of your operations, fundraising, and outreach.
In our next installment, we will take A New Look At Strategic Goals and Priorities: Are yours really helping you get to where you want to be?
See you next month!
Lee and Rosemary
Rosemary Bayer is Chief Inspiration Officer for ardentCause, L3C, a company dedicated to helping nonprofits increase capacity through operational performance improvement and the adroit use of technology. She has 25 years in the Information Technology industry, and excels at inspiring varied groups of people to pursue a common vision, as well as problem-solving and inventing. Experienced in both for-profit and not-for-profit ventures, she was a founder of the non-profit Michigan Council of Women in Technology (now 650-plus members) and founder and president of the MCWT Foundation.
Lee Gorman,the founder of Barton Consulting Services, LLC, is an insightful, results-oriented executive with over 25 years of diverse experience in strategic planning, product planning, implementation and leadership. She has particular expertise in assisting organizations to understand and articulate their missions, visions, and values statements, and then to develop specific goals and strategic priorities. She has demonstrated this proficiency in health care, educational, automotive, and other for-profit and non-profit businesses.
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