BUS501: Strategic Management

The next step of the action planning process is to ground your vision in practical terms. This is where developing a mission statement comes in. An organization's mission statement describes what the group is going to do and why it's going to do that. An example is "Promoting care and caring at the end of life through coalitions and advocacy".

Mission statements are similar to vision statements, in that they, too, look at the big picture. However, they're more concrete, and they are definitely more "action-oriented" than vision statements. Your vision statement should inspire people to dream; your mission statement should inspire them to action.

The mission statement might refer to a problem, such as an inadequate housing, or a goal, such as providing universal access to health care. And, while they don't go into a lot of detail, they hint - very broadly - at how your organization might fix these problems or reach these goals. Some general guiding principles about mission statements are that they are:

• Concise. While not as short as vision statements, mission statements generally still get their point across in one sentence.
• Outcome-oriented. Mission statements explain the fundamental outcomes your organization is working to achieve.
• Inclusive. While mission statements do make statements about your group's key goals, it's very important that they do so very broadly. Good mission statements are not limiting in the strategies or sectors of the community that may become involved in the project.

The following examples should help you understand what we mean by effective mission statements.

• Promoting community health and development by connecting people, ideas, and resources. (Community Tool Box)
• The California Coalition Against Sexual Assault (CALCASA) provides leadership, vision, and resources to rape crisis centers, individuals, and other entities committed to ending sexual violence.
• Our mission is to eliminate Alzheimer's disease through the advancement of research; to provide and enhance care and support for all affected; and to reduce the risk of dementia through the promotion of brain health. (Alzheimer's Association)
• The mission of the ASPCA, as stated by Henry Bergh in 1866, is "to provide effective means for the prevention of cruelty to animals throughout the United States".
• Seeking to put God's love into action, Habitat for Humanity brings people together to build homes, communities, and hope.