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Definition of Genre
Any institution—whether it is a government organization, non-profit, or for-profit—mobilizes a body of
people to achieve a specific set of goals. When formulated precisely into words, these goals become a
mission statement. The basic structure of a mission statement contains the following information:
WHO the organization is (e.g., name, type of agency)
WHAT it does
For WHOM it does these things (possibly defined by a community or geographical area)
HOW the WHAT is accomplished
Beyond simply communicating purpose, mission statements also express the motivation behind this
purpose. The principles that motivate and guide an organization’s actions ground its overall message and
as such are an important part of the mission statement.
Uses of the Mission Statement
The length of a mission statement often reflects how the organization hopes it will function. Some
organizations prefer to post a brief mission statement, of only one to two sentences in length, so it can be
more easily memorized and repeated. Other organizations use the mission statement as an opportunity to
articulate critical information about their purposes and goals to investors and the general public; these
statements may be a paragraph or a full page in length. Often, a short tagline or motto is written with
longer statements to summarize the mission in a succinct and catchy way. Regardless of length, a mission
statement should always work to inspire action. It should send a message to existing or prospective
supporters compelling them to buy, donate, vote, etc.
As a part of an organization’s outward presentation, the mission statement is an essential public relations
tool. It educates members of the community about the organization’s cause and serves as a beacon to
attract new people and resources. A for-profit business may find it difficult to attract investors if it lacks a
well-constructed mission statement. The IRS requires a clear statement of purpose before it grants tax
exemptions to non-profits.
In addition to communicating outwardly, a mission statement works reflexively to improve its
organization in a number of ways. Specifically, a strong mission statement can: create a sense of shared
meaning among coworkers; unify a body of people with diverse talents and opinions; clarify criteria for
new initiatives; set priorities for the use of limited resources; motivate staff, board members, or
volunteers; and strengthen an image or brand.
Questions to Ask When Brainstorming a Mission Statement
The following questions will help you think through the critical questions a mission statement may
address; they will create a rich ground from which you can develop a more polished mission statement.
Mission
Statement