Why your vision, mission and values statement matters
Many organisations are founded on a single goal or ambition – to set up a helpline, make a sustainable product or give every child free school meals, for example. But as they mature, this objective may also need to evolve. This is when figuring out your vision, mission and values statements can help guide and grow your organisation.
The trouble is, many people are unclear what each of those statements mean. And a muddled mission or vague values can mean your staff, volunteers and supporters or customers are unsure about the goal of your organisation, leading to a lack of enthusiasm about the work you do.
So figuring out what you really believe in – and how you’re going to achieve it – is far more important than sticking a catchy slogan on the office walls.
Let’s dive in to what each of those statements mean, and how to apply it.
What is a vision statement?
A vision statement is the bold, blue-sky ambition for your charity.
It should sum up the change you want to see in the world. It is your vision for the future, your ultimate goal and the ‘why’ you exist. It should also give your organisation a sense of purpose.
Think of a business vision statement like a mantra – inspiring and motivating your staff, volunteers and the public. It should also be simple, short and free from any jargon, like…
| Your vision statement is | Your vision statement is not |
|---|---|
• your ‘why’ – why does your charity or organisation exist? • bold and audacious – reach for the sky! • a positive future goal rather than focused on reducing a current negative – for example, you want to give every child around the world access to clean drinking water, not just reduce deaths from water-borne diseases |
• the everyday vision for your organisation – leave out those plans to open new shops or offices • a specific target – it’s a broad goal that paints a picture of the world you’re working towards • too long or wordy – keep things concise to keep your vision memorable |
What is a mission statement?
If a vision statement is your ‘why’, a mission statement is the ‘how’ – what you’re doing right now to achieve that goal in the future. It should define what you do, who you do it for and how you do it. It’s a roadmap of how you’re going to reach your vision.
Your mission statement should be clear, concise and easy to understand. And it should explain how your staff and volunteers are all making a difference; everyone in your organisation should be able to recognise themselves in your mission:
| Your mission statement is | Your mission statement is not |
|---|---|
• the answer to the ambition set out in your vision statement – it should still be inspiring, even though it’s more practical • specific – your mission should be direction-focused and strategic; what exactly is your organisation doing to accomplish your vision? How? Who is doing it? • current – what are you doing today to make your vision a reality? If you mention ‘a future…’ or ‘a world where…’, this is a vision statement, not your mission |
• interchangeable with your vision statement – this is that trap that many (many!) organisations fall into, but they’re not the
same thing. If you’re still not sure of the difference, try adding ‘ary’ to the end of each word. A visionary is the person who dreams up the future, while a missionary is the person on the ground, doing all the hard work to bring that future about. |
What is a values statement?
Your values act like a rulebook for everyone in your organisation. They’re a set of behaviours, beliefs and principles that are practically upheld at every level, from the CEO to volunteer stewards. If the vision is your goal and the mission is your map, values are your company’s (moral) compass – they’re a guideline for people to follow.
Your values are internal and external. They set out not only how you interact with your colleagues, but everyone who comes into contact with your charity; supporters, the public, volunteers, the media, and the people you want to help.
The NSPCC neatly explains why values are important:
“Our values define the kind of organisation we want to be. They help remind us what is important to all of us, and why. They make sure that what makes us 'us' does not get lost, either in the middle of our busy days or in the pursuit of our bold vision.”
| Your values are | Your values are not |
• a way of making sure everyone feels included – your values can align teams across the company when hiring and onboarding
• the qualities everyone brings to every role – you should hear and see them in each interaction, however big or small |
• just something nice to have – your values should help define why you’re here and what your charity cares about. They also provide a set of standards for your teams to judge if/when they have been broken • public – although your values statement defines how you interact with the public, the statement itself is used internally rather splashed across your website • mythical beliefs – you should be able see these values in action, every day, across the organisation. If not, why not? Is it time for a values workshop? |
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Together, your vision, mission, values can help guide everything that happens in your organisation. By working out what they are – and what they specifically mean to your charity – you’ll have a destination, map and compass to get you there.
Your mission may change over time (say, if the organisation expands) but your vision and values should remain the same. If you feel they’re no longer working, or you’ve lost your way, take a step back and assess what’s going on.
If not, you could end up constantly repainting that cool slogan on your office walls…
