IntroductionWhat Is a Mission Statement?An organization’s mission statement describes clearly and concisely why the organization exists – its purpose. The mission statement defines what is important to the organization and guides the organization’s decisions and activities. Show
The mission statement answers three (or sometimes four) basic questions about the organization: 1. Whom does the organization serve? 2. What does the organization do? 3. Why does the organization do it? 4. [Optional] How does the organization do it? This guide provides direction for developing a mission statement for any type of organization and uses an imaginary health communication network, the Africa Network of Social and Behavior Change Communication Practitioners (SBCCAf.Net), to illustrate the steps. How is a Mission different from a Vision?Both guide an organization’s direction. However, while a Vision describes what it would like to see in the future as a result of ifs efforts; the Mission explains why the organization exists.
Step 1: Gather Information, Form a Planning Team and Organize a MeetingAgree on the membership of a planning team. Usually, the planning team will include representation from the board of directors, senior management and staff of the organization. Sometimes, representatives from the organization’s beneficiaries are also members. Invite the planning team to a half-day meeting to review and revise or develop a new mission statement. Prior to the meeting, collect a copy of the organization’s mission statement, if there is one, as well as information about the organization’s clients, products and services, and history. Make copies of the Mission Statement Worksheet in this guide. Prepare an agenda that allows time for the group to discuss each of the four basic questions. Since no organization is large enough to meet the diverse needs of everyone, the planning team should specify who its priority beneficiaries are by answering the question, “Whom does this organization serve?” To answer this broad question, ask the three more narrow questions below. List the responses in the Mission Statement Worksheet.
Now the team needs to describe the purpose of the organization: what it does or, if it is a new organization, what it will do. Clearly identify the needs of the populations served and specify what products and services the organization offers to address those needs. Add them to the Worksheet.
Next answer the question, “Why do we do what we do?” The answer generally describes a response to a broad social problem. It also provides a basis for decisions concerning what the organization does moving forward. Complete this section of the Worksheet.
Step 5: Describe How the Organization Delivers Products and ServicesIn this optional step, define the strategies, means and resources by which the organization delivers services and meets the needs of its clients or beneficiaries. Look at organizations that offer similar services and products for the same clients to determine how products and services need to differ from those of competitors. Summarize the answers to the following questions in the Worksheet.
Compose a smaller team—one or two people who are good writers—to pull together the deliberations into a one or two sentence mission statement. Articulate the “who,” “what,” “why” and “how” of the organization in a way that makes it stand out as unique among competitors. Get feedback from everyone who participated in its development to ensure the statement reflects a common understanding. Then share it with staff and board members, those who are served by the organization, and partners to get feedback. Finalize and share the statement with the board, staff and public. A well-framed mission statement is the foundation of a well-functioning and inspired SBCC organization. It will guide the organization’s work over the long term, motivate its staff and attract funders. Here are two examples of mission statements from actual SBCC organizations:
Using the SBCCAf.Net example, the finalized mission statement would be: SBCCAf.Net contributes to the health and development of Africa [the Why] by improving SBCC effectiveness [the What] through training, networking and knowledge management [the How] among practitioners working in Africa [the Who].
Writing a Mission Statement
Banner Photo: © 2002 Center for Communication Programs, Courtesy of Photoshare Which of the following is not a characteristic of mission statement?Upon perusal of the above statement, it can be concluded that limited words is not a major characteristic of a good mission statement.
What are the characteristics of a mission statement?General principles. Make it as succinct as possible. A mission statement should be as short and snappy as possible – preferably brief enough to be printed on the back of a business card. ... . Make it memorable. ... . Make it unique to you. ... . Make it realistic. ... . Make sure it's current.. Which statement is not a characteristic of an organization?The correct answer is A) attention to detail.
What are the 3 key elements of a mission statement?The three components of a mission statement include the purpose, values, and goals of the company.
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