How to write a mission statement that brings in funding
I can’t help it, my editor hat is always on. My first job out of college was editing an NGO’s book on strategies for more sustainable community development programs. And then I went on to lead the communications and later the fundraising team at that NGO. So my editor hat is always on.
This means that when I sit down with NGO and nonprofit clients to help them with their fundraising strategy or grant writing, my eyes always go to the messaging first. Because without strong messaging, what good is a great project design or a snappy fundraising campaign?
Where to start
As Kevin Starr from the Mulago Foundation aptly puts it, “... your first priority is to learn to clearly, concisely, and compellingly communicate what it is that you do.” That’s your mission statement.
A well-crafted mission statement is the heart and soul of your nonprofit. It both keeps your team focused and communicates clearly to potential donors and partners.
How to write a nonprofit mission statement
Here are some steps to guide you on how to write a mission statement for nonprofit organizations or NGOs:
Start with your purpose: What is the core reason your nonprofit exists? Identify the primary problem you aim to address.
Focus on impact: Highlight the positive change you seek to create in the world.
Consider mentioning the “How”: This is not necessary, but sometimes is useful! Just keep it to only a few words.
Be concise and clear: Avoid jargon, buzzwords and being vague or general. Keep it under 30 words. Your mission statement should be easy to understand and remember. You can use this formula: Verb + target population + outcome.
*Bonus points: Evoke emotion
Examples of great nonprofit mission statements
Our mission is to improve the lives of refugees and the efficiency of humanitarian services by eliminating language barriers.
BluePath provides autism service dogs, offering safety, companionship, and opportunities for independence.
To provide medicines and health supplies to those in need around the world so they might experience life to the fullest.
MISSION exists to inspire everyone who has stared down cancer to live a fuller life, with newfound strength and purpose. There are no limits. #FindYourMission
(If you want more guidance and examples for writing your mission statement, check out the Nonprofit Hub. Then, I recommend you bring in an expert to give you feedback on it and do the final polishing!)
Today, a great mission statement is not enough
In today’s world, a great mission statement is not enough. That’s because donors want to know who they are supporting and why this work is yours to do. So I always work with my clients to also write a "Who We Are" statement. It’s a great way to build credibility with a potential donor.
Here is how to create your Who We Are statement, which comes from my time at the agency Black Fox Global:
This statement is about your identity (not your work)
Start with a descriptor to make clear where you belong in the “ecosystem”. Are you a network, ecosystem builder, convener, collaborator, or a social impact organization? Find a descriptor that feels unique and relevant to you.
Demonstrate your guiding philosophy or core beliefs
Maybe mention your founding story
Maybe describe your current team
Examples of great “Who We Are” statements
Natün Guatemala is a multidisciplinary, majority Maya-led organization passionate about elevating Indigenous leadership, rights and capacity.
“The Press Forward began when a group of female journalists stood up, said #MeToo, and invited everyone to be a part of the solution. Today, we’re a powerful, interdisciplinary initiative that collaborates with prominent journalists, media companies, researchers, and universities - all dedicated to fostering safety, inclusion and ethical leadership in the news industry.”
Now that you have these 2 statements, what should you do with them?
Your well-crafted mission statement and a compelling "Who We Are" statement can now become the core of your elevator pitch, shine on your homepage, fit seamlessly into your pitch deck, and paste perfectly into grant proposals.
Takeaway
In sum, knowing how to write a mission statement for nonprofit organizations is essential. Then, a well-crafted "Who We Are" statement allows potential supporters to personally connect with not just your cause but also your specific organization. Together, these statements create a powerful narrative that can be placed front and center in all your communications to drive your success and fundraising.
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