What’s a Mission Statement Worth?

What’s a Mission Statement Worth?
Sam Frank
Synthesis Partnership
November 13, 2013

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What’s a Mission Statement Worth?

Sam Frank
Synthesis Partnership

Wednesday Webinar: November 13, 2013!

SYNTHESIS

© 2013 Synthesis Partnership. All rights reserved

PA R T N E R S H I P

What’s a Mission Statement Worth?!

!

Topics!
•  Why a mission statement?
•  Related tools: vision, values, taglines, pitches,…
•  What's in a good mission statement; what's not.
•  How a mission statement focuses strategy.
•  What’s Your Mission? Competition finalists


SYNTHESIS




!

Why?"


SYNTHESIS




!

Why?!
External:
Get and hold attention (branding / differentiation / positioning)
Underpin the case for giving"

Internal:
Inspire stakeholders
Provide clarity and focus"
Fortify strategic thinking
Structure planning (strategic, program, business, technology…)
Point to metrics


SYNTHESIS




!

Mission Statement!
"

Articulates of the essence of why you exist
Can encompass what you are, but should avoid what you do and how
Important qualities:
Differentiating
Memorable
Compelling

Specific
Sufficiently broad
Appropriately focused

Concise
Simply stated
Jargon-free


SYNTHESIS




!

Mission Statement!
Solve complex network computing problems !
for governments, enterprises, and service providers."
We save people money so they can live better. "
To create the most enjoyable shopping experience possible !
for our guests. "
We provide expert care and innovative solutions !
in pharmacy and health. "
Our mission: to inspire and nurture the human spirit – one
person, one cup and one neighborhood at a time. "
Our mission is to operate the best specialty retail business in
America, regardless of the product we sell. Because the product we
sell is books, our aspirations must be consistent with the promise
and the ideals of the volumes which line our shelves. To say that our
mission exists independent of the product we sell is to demean the
importance and the distinction of being booksellers. "
"


SYNTHESIS




!

Mission Statement!
To connect people through lending for the sake of alleviating poverty."
To inspire all girls to be strong, smart and bold "

Creating ownership and economic opportunity for minorities,
women, rural residents and low-wealth families. "


SYNTHESIS




!

Mission Statement!
Mission (national)"
To put Christian principles into practice through programs
that build a healthy spirit, mind and body for all."
Adopted verbatim by Austin, Denver, St. Louis, Phoenix… "
Adapted elsewhere to different community preferences:"
The YMCA of Greater New York is a community service
organization which promotes positive values through programs
that build spirit, mind and body, welcoming all people, with a
focus on youth. "
The YMCA of San Francisco builds strong kids, strong families
and strong communities by enriching the lives of all people in
spirit, mind and body. "
Building a community where all people, especially the young,
are encouraged to develop their fullest potential in spirit, mind
and body. (Seattle) "
"


SYNTHESIS




!

Mission Statement!
Mission (national)"
To put Christian principles into practice through programs
that build a healthy spirit, mind and body for all."
The West Suburban YMCA, located in Newton, Massachusetts,
is a nonproﬁt community service organization made possible
because of charitable donations, member support, and
dedicated volunteers and staff. The YMCA is devoted to the
education, physical health, mental well-being and moral
development of children, families, and communities and is
committed to this simple policy: Nobody will be turned away
from our programs and facilities due to an inability to pay. The
Y strives to incorporate all its programs with the core values
of honesty, caring, respect, and responsibility."


SYNTHESIS




!

Context!
Mission Statement

•  Articulation of the essence of why you exist
•  Can encompass what you are, but should avoid what you do and how.

Vision Statement

•  Aspirational view of the future
•  Capture either
•  the organizational ideal or
•  a world in which the organization is no longer needed

Tagline

•  Grabs attention

Statement of Values or Principles
•  Provides a more robust picture

Elevator Pitch

•  Concrete, vivid, memorable, compelling overview

SYNTHESIS




!

Vision / Mission !
Our Vision "
One day all artisans in the developing countries will earn a fair
wage, be treated with dignity and respect and be able to live a life
of quality."
Our Mission !
Ten Thousand Villages provides vital, fair income to Third World
people by marketing their handicrafts and telling their stories in
North America. We work with artisans who would otherwise be
unemployed or underemployed. The income artisans earn helps
pay for food, education, health care and housing. Ten Thousand
Villages is a nonproﬁt program of Mennonite Central Committee."


SYNTHESIS




!

Vision / Mission / Values!
Our Vision is a world in which every child attains the right to
survival, protection, development and participation."
Our Mission is to inspire breakthroughs in the way the world treats
children, and to achieve immediate and lasting change in their lives."
Our Values"
Accountability: We take personal responsibility for using our
resources efﬁciently, achieving measurable results and being accountable
to supporters, partners, and most of all, children. "
Ambition: We demand the best of ourselves and our colleagues, set
high goals and ﬁrmly commit to improving the quality of everything we
do for children. "
Collaboration: We respect and value each other, thrive on our
diversity and work with partners to leverage our global strength in
making a difference for children. "
Creativity: We are open to new ideas, embrace change and take
disciplined risks to develop sustainable solutions for and with children. "
Integrity: We aspire to live to the highest standards of personal
honesty and behavior; we never compromise our reputation and always
act in the best interests of children."
"


SYNTHESIS




!

Vision / Mission / Values!


SYNTHESIS




!

Strategic Planning

"!

"
Mission
Mission-Based Goals
Supporting Objectives
Measurable Actions
• 
• 
• 
• 
• 

Clear, specific action
Measurable result
Timeline (start and completion dates)
Resources required
Responsibility


SYNTHESIS




!

Mission / Values / Plan!
Mission"
Moses Brown, a Friends School, exists to inspire the inner
promise of each student and instill the utmost care for
learning, people, and place."
"
"
"
"
As it enters its third century, Moses Brown School exists to
inspire students to reach their fullest intellectual and spiritual
potential. We engage students in a rich academic curriculum, a
broad offering of arts and athletics, and a daily life strongly
rooted in the Quaker values of cooperation and community
service. We afﬁrm the Quaker belief that there is a divine
presence in each person which inﬂuences our decision
making, leads us to the truths we seek, and commands our
highest respect. We consider the virtues of simplicity, integrity,
group wisdom, and respect for differences paramount to
helping students of all faiths and backgrounds discover their
mission in the world. "


SYNTHESIS




!

Mission / Values / Plan"
Mission"
Values!
Founded in 1784, Moses Brown is an independent, college preparatory school, enrolling 765 boys and
girls, nursery through grade 12. The school's founder — an innovative thinker, philanthropist, and
entrepreneur named Moses Brown — envisioned a progressive school that defined excellence. Today,
his school continues to help children reach their full potential, academically, spiritually, and athletically."
The MB community is committed to the following: "
We engage all constituents in the collaborative process of nurturing students’ growth and supporting
their aspirations. We foster self-discovery, learning for its own sake, resourcefulness, and compassion."
Friends Education: Promoting academic excellence, scholarship, and service to others within the
framework of a vigorous curriculum, a broad offering of arts and athletics, and a life strongly rooted in
the Quaker practices of simplicity, peace, integrity, community, equality, and stewardship."
Leadership and Character: Fostering personal achievement and fulfillment, guiding all members
of the school community to become informed, compassionate, and engaged global citizens, capable of
leading in an ever-changing world. "
Community: Building a diverse community that respects all voices, perspectives, and cultures.
Honoring the intrinsic value of each person influences our decision making, connects us in essential
ways, and merits our full attention. "
Reflection and Discovery: Creating an atmosphere that promotes reflection and joy in learning
— one that inspires students to accept challenges, take pride in their accomplishments, and discover
their missions in the world. "
Sustainability: Instilling a respect for the right sharing of the earth’s resources by demonstrating
regard for the environment, both locally and globally. "
Wellness: Developing our students’ personal, social, and physical well-being through individual and
collaborative experiences that promote a healthy community and school culture."


SYNTHESIS




!

Mission / Values / Plan"
Mission"
Inspiring Inner Promise
The Moses Brown School Strategic Plan:
Goals and Objectives

“I had always known of
Moses Brown’s reputation and had no hesita-

A PROMISE FOR

enrollment

tion in enrolling my son.

OUR GOAL

I was confident that it

Enroll and retain a diverse and talented student population that will
“One of the aspects of
thrive within and contribute to the excellence of Moses Brown’s
A PROMISE FOR
educational program. makes
Moses Brown that

would be a wonderful

Plan produced by the Long-Range Strategic Planning Task Force
Approved by the Board of Overseers, April 2007

opportunity for him to

facilities

our school so special is
realize his potential.”
A PROMISE FOR MOSES BROWN SCHOOL’S
“Moses Brown does a
Achieving the Moses Brown mission is dependent on our ability
OUR GOAL
the beautiful campus and
to enroll students who match our educational program. As Moses
wonderful job of
the facilities we all enjoy
Brown’s enrollment focus, and as part of the school’s educational
— MB parent
Maintain Moses Brown’s existing facilities footprint as closely as
encouraging students to
offerings, the Preserving student body has possible,effect on the
a “The Moses enhancing the quality of space, demonstrating respect
direct while Brown
every day. caliber of the
Letter from the Head of School and Chair of the Board of Overseers..............................................4
A PROMISE FOR
take themselves seriously
educational program’s ability to achieve its goals. the environment, and adapting to evolving needs in support of the
for
community’s ‘expected
and enhancing these
Letter from the Chair of the Long-Range Strategicthinkers, doers, Force.............................................6
OUR GOAL
as Planning Task
school’s continues to be of
value’ mission.
facilities we do to get there?
What must should always be
Long-Range Strategic Planning Task Force...................................................................................................7
individuals.”
OUR GOAL
the highest standard.”
Offer an educational program that serves our students’ bright,
a high strategic priority.”
To ensure that our students reach their fullest intellectual and spiriRevisiting MB’s Mission Statement.................................................................................................................8 nourishes their spirits; and realizes the school’s
inquiring minds;
OUR OBJECTIVES
tual potential, we need to provide the facilities to support anBrown’s resources to support the school’s financial
Manage Moses overall
— MB alumnus
Mission, Philosophy, and Core Practices..........................................................................................8“I think we present a
mission.
“To further times.
program that Patel,
A PROMISE FOR
— Jaymin is responsive to the demands of our changing develop a
A PROMISE FOR
sustainability and to achieve the goals of the strategic plan.
— Katharine Hazard
ENROLLMENT
1.
Ensure that the ratio of value and price of a Moses Brown education
A Promise for
strong, balanced educaculture of philanthropy at
lower school
Flynn, parent, board
SUBCOMMITTEE
What must we do to get there?
can generate necessary enrollment in both What must weparent get there?
quality and quantity. and
do to
As the school considers the allocation of its resources, it should be
tional offering for our
Moses Brown School, the
Moses Brown’s Educational Program.............................................................................................10
chair of the finance
member
EDUCATIONAL
OUR GOAL
guided by a system of management and clear OUR GOAL
review of priorities that
Chair:
tradition of giving should
OUR OBJECTIVES
The ability to continue to matriculate students is determined
OUR OBJECTIVES
subcommittee
Relationships........................................................................................................................................12students and try to help Robert Mann
PROGRAM PLANNING
is informed by the financial plan.
mostly by the value versus the price of the education. Through
them find their niche or
be established before
GROUP
Ensure Moses Brown School’s ability to achieve its mission by
Enrollment............................................................................................................................................14develop and sustain a cohesive nursery throughEnsure the quality of all interactions with each Moses Brown continue to demonstrate
Mary Engle
1.
Further
words and deeds, Moses Brown must 1.
Address the needs identified in the Educational Program Plan.tohas given
constituent in order to serve the school’s mission.
What must we MB get there?
passion, in the classroom,
graduation. do
increasing resources for the operating and capital budgets, as well as
Dana D’Alessandro
grade 12
the greatest perceived and collective value to its constituents.
Facilities................................................................................................................................................16 program that prepares students for a global,
Chair: Laurie Center,
endowment.
on the
me
Haseotes
digital world. playing fields, and
Our facilities are integral in creating an OUR so much — I feel it
educational environment
academic dean
The quality of each constituent’s (student, parent, alumnus/a, faculty,
OBJECTIVES
Finance.................................................................................................................................................18
Meghan Hughes
in the performing and
is essential that all of us
that fosters vigorous learning, individual excellence, and commustaff, New
Achieving Moses Brown’s mission is dependent on a financial balance
Galen
Development.......................................................................................................................................20visual arts. I appreciate should emphasize global England Yearly Meeting member) experience is instrumental nity enrichment. Developing a facilities plan that embraces
Our college-preparatory program McNemar
FACILITIES
Jeff D’Entremont
back.”
in helping us meet our mission. Informed by objective evaluation, we
1.giveDevelop and adhere to a plan for maintaining financial sustainability. ability to thrive in the present and reach
that ensures the school’s
Catherine Terry Taylor
studies supported by integrated
SUBCOMMITTEE
interdisciplinary study and focuses on global awareness will be
Moving Forward: the Ad Hoc Subcommittee on Jim English Planning....................................................22 Quaker thread that technology. Global studies
Strategic
must cultivate high levels of satisfaction within the community.
for the future. As such, fundraising should be viewed as essential to
the
ensure our students’ multicultural fluency and the
essential in preparing today’s students for leading in tomorrow’s sustainability is thefinancial sustainability, and the appropriate commitment must be made
Katharine Hazard Flynn
Long-range financial
result of a cooperative,
Moses Brown School Board of Overseers, 2006–2008.........................................................................23holds each of us to the for our world. Integrated
Administrative advisor:
— Ted Fischer, alumnus,
complexity of thinking necessary
world.
Joanne P. Hoffman
What must we do to get Chair: Katharine
there?
coordinated effort throughout the MB community.fundraising success.
to achieve Guided by
Claude Anderson,
studies other.”
Hazard Flynn
The Strategic Planning Process: Committee Members...........................................................................24promote interdisciplinary projects and courses with
parent, and board memberDevelopment, Budget and Finance, and
Paul Lindenmaier
the schoolhouse, the
director of admission
formal cross-divisional collaborations. Further access to
Jeff Maidment
OUR OBJECTIVES
Buildings and Grounds committees must collaborate closely there?
What must we do to get
instructional technology through collaborative and connective
Frohman Anderson
Johanna Newman
to ensure a consistent, transparent application of the school’s
14
tools in —mobile learning environment will enhance the
a MB faculty member
FINANCE
Michael Prescott
Dan Ohl
1.
Maintain a positive, inclusive, and responsive school ethos.
resources.
OUR OBJECTIVES
curriculum.
SUBCOMMITTEE
Tony Pirruccello-McClellan
Administrative sets the
Sandy Richter
The culture of the school truly advisor: stage for every person’s
2.
Implement a plan that identifies strategies 1. ensuring long-term a collective commitment to the stewardship of
for Inspire and foster
2.
Ensure the highest quality of instruction and promote the best
Chair: Jaymin Patel
Joanne P. choices
Dan Rocha
experience. The strategic Hoffman,we make about people, space,
affordability.
Moses Brown and all of its resources.
teaching practices.
head of are essential to a thriving community.
Jared Schott
philosophy, and pedagogyschool
Pam Dahlberg
Sheri Sweitzer
DEVELOPMENT
With an over-dependence on tuition revenue, Moses Brown to stewardship — indeed, to an institutional
A commitment
Expand faculty training in technology, enhance the mentoring
16
Habib Gorgi
George Tsakraklides
SUBCOMMITTEE other revenue sources that culture of the
2.
Ensure a successful match between our program and our students.
needs to identify
will allow philanthropy — must be a priority. We will continue
system for new teachers, improve faculty evaluations for new
Lenke Wood
RELATIONSHIPS
abatement of annual tuition increases. Affordability concerns
to develop the emotional commitment of our constituents
and veteran teachers, and restructure sabbatical programs to
Chair: Ted Fischer
SUBCOMMITTEE
If the program fully inspires each student, all constituents reap
and the shrinking demographics of school-age children dictate a which will provide inspiration for giving.
through engagement,
Jim Nagle, director of finance
10
the benefits. We must ensure that students are appropriately
need for an alternate funding model for the school.
and management
Russ Carpenter
Chair: Jared Schott, head of
challenged and supported, and that they have access to the right
Stephanie Ogidan Preston
middle school
constellation of experiences.
18
Claude Anderson
Lucy Frost Lewis,
Lucy Frost Lewis
director of development &
Sandi Seltzer
alumni/ae relations
Sheri Sweitzer

educational program

finance

development

relationships

12

20


SYNTHESIS




!

Strategic Planning:

"!

Mission & Strategy"
Mission"

To transform the way buildings and communities are designed, built and operated, enabling an
environ-mentally and socially responsible, healthy, and prosperous environment that improves the
quality of life."

Mission elements"
buildings and communities
transform
•  designed
•  built
•  operated

Committees/Functions"

enabling an environment
•  environmentally & socially responsible
•  healthy
•  prosperous

•  Communications / Marketing
•  Finance
•  Fundraising
•  Membership
•  Governance
•  Operations

improves quality of life

Programs
•  Advocacy
•  Conference
•  Outreach
•  Professional Education

Infrastructure


SYNTHESIS




!

Strategic Planning
Mission-Based Goals

"!
"i[2]y"

Mission"

End isolation & improve quality of life for young adults affected by cancer.!
Mission-Based Goals!
Program: Access !
Offer access to resources for young adults with cancer, their families, and their care providers
Program: Connections !
Create opportunities for young adults with cancer to make meaningful connections to each other.
Program: Quality of Life!
Have an impact on the quality of life of young adults with cancer

Fundraising

Develop a sustainable funding stream from foundations, individuals and corporate sponsors

Marketing!
Make i[2]y a visible resource to all diagnosed young adults, survivors, their families and care providers

Governance
Shape the board and its activities to support sustainably the mission of i[2]y
Finance / Operations !
Put i[2]y on a sound, sustainable footing.

SYNTHESIS




!

Strategic Planning

"!

Goals & Objectives

"i[2]y"

Mission"

End isolation & improve quality of life for young adults affected by cancer.!
Mission-Based Goal: Access!

Offer access to resources for young adults with cancer, their
families, and their care providers "
Supporting Objective 1:"

Upgrade the website to the state of the art, with full Web 2.0
capabilities.

Develop a robust presence in cancer treatment centers.

Develop new/improved promotion strategies.

SYNTHESIS




!

What’s Your Mission? Competition!
Judges

""

Sam Frank!
Synthesis Partnership"
Claire Axelrad!
Axelrad Social Beneﬁt Consulting "
Michele Levy !
brand strategy consulting"
Dalya Massachi!
Writing for Community Success"
Eyal Ronen!
Spotlight Leadership "


SYNTHESIS




!

Previous years

""

Articulate Strategy!
FriendshipWorks (Winner 2010): !
Reduce social isolation, enhance the quality of life, and preserve the dignity of elders and
adults with disabilities in the greater Boston area.
Centerpoint Institute for Life and Career Renewal (Winner 2011):!
offers lifelong tools to navigate uncertainty, build meaningful careers, and design
courageous lives.


SYNTHESIS




!

Previous years

""

Articulate Strategy"
Frame Vision!
Girls' LEAP Self-Defense:!
Empowering girls & young women to value & champion their own safety & well-being.
Museum of Science and Industry:!
Inspire & motivate our children to achieve their full potential in the fields of science,
technology, medicine & engineering.
People for Parks: !
works for the day that all kids in Los Angeles are within walking distance of a safe park.


SYNTHESIS




!

Previous years

""

Frame Vision"
Present Tagline"
"Literacy Advance of Houston (Winner 2012):!
Transforming lives and communities through the doorway of literacy.
EDGE Outreach:!
Empowers ordinary people to provide safe, clean drinking water to the world.
HALO Trust:!
Getting mines out of the ground, now.


SYNTHESIS




!

Previous years

""

Frame Vision"
Present Tagline"
Embrace a Full Circle"
"The mission of the Mohonk Preserve is to protect the Shawangunk Mountains by
inspiring people to care for, enjoy, and explore the natural world.


SYNTHESIS




!

Previous years

""

Articulate a Strategy"
Frame a Vision"
Present a Tagline"
Embrace a Full Circle"
Paint a Description!
Cancer Connection:!
is dedicated to encouraging & guiding people living with cancer & their loved ones along
the cancer journey, from diagnosis through treatment & beyond.
Can Do Canines:!
is dedicated to enhancing the quality of life for people with disabilities by creating
mutually beneficial partnerships with specially trained dogs.
San Diego Coastkeeper:!
aims to protect & restore fishable, swimmable & drinkable waters in San Diego County.

""

SYNTHESIS




!

Semi-finalists

""

1. "Community Housing Partnership !
… to help homeless people secure housing and become self-sufficient..
2. "Every Child’s Music Fund
"!
… to bring basic music education back to every child in our community.
3. "Geneva Centre for Autism
"!
… works to empower individuals with an autism spectrum disorder, and their families, to
fully participate in their communities.
4. "Nonproﬁt Association of Oregon
"!
… to strengthen the collective voice, leadership, and capacity of nonprofits to enrich the
lives of all Oregonians.
5. "Ovarian Cancer Alliance of Florida
"!
… to ignite the fight against ovarian and all gynecological cancers.
6. "Sun Valley Lodge!
… to provide affordable quality living choices for seniors in a trusting environment.


SYNTHESIS




!

Resources!
"Critical Issues
# 1: "Why Plan?
# 2: "The Secret Life of Surveys
# 5: "The Structure of Planning
# 7: "On Mission
# 8: "The Measure of Success
# 9: "Brand Identity for Nonproﬁts
#11: "Integrated Planning
#15: "Strategic Action
Synthesis Partnership Blog
!
Finalists in the 1st Annual Great Mission Statement Competition
Finalists in the 2nd Annual Great Mission Statement Competition
Finalists in the 3rd Annual Great Mission Statement Competition
Mission Statement Makeover Discussion 2011: Part 1
Zeroing in on a mission statement
More thoughts: Mission Statement Typology
"
Further consultation, guidance & training
© 2011 Synthesis Partnership
Except for examples owned by others
All 2013 Synthesis Partnership. All rights reserved
© rights reserved
!

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!

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© rights reserved
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