Power Vision is a concept that encompasses all the ideology and actions required to make your vision a reality. It will normally include vision and mission statements, values, goals, objectives, and action plans.
Developing effective vision and mission statements are two of the most important tasks in the life of your organization because almost everything else you do is affected by these statements. They explain your group’s aspirations in a concise manner, help your organization focus on what is most important, and provide a basis for developing other aspects of your strategic plan.
Power Vision starts with an image of an ideal outcome; what the world would be like if the issue that is the focus of your organization was completely and perfectly addressed. This image needs to be articulated in a vision statement. In the vision statement, your organization clarifies the beliefs and governing principles of your organization, first for yourselves, and then for the greater community.
In general, vision statements should be understood and shared by members of the community, include diverse perspectives, be inspiring to everyone involved, and easy to communicate.
Some examples of vision statements include:
- CALCASA envisions a world free from sexual violence.
- A world without Alzheimer’s Disease. (Alzheimer’s Association)
- The United States is a humane community in which all animals are treated with respect and kindness. (ASPCA)
- A world where everyone has a decent place to live. (Habitat for Humanity)
See more about Vision Statements in the June 2019 issue of the Florida Nonprofits’ newsletter.
Mission Statement
In just a few sentences a mission statement needs to communicate the essence of your organization to your stakeholders and to the public. It should ground your vision in practical terms. An organization’s mission statement describes what the group is going to do and why it’s going to do it. An example is “Promoting care and caring at the end of life through coalitions and advocacy.”
Like vision statements, mission statements look at the big picture. However, they’re more concrete, and more “action-oriented” than vision statements. Your vision statement should inspire people to dream; your mission statement should inspire them to action.
In Profiles of Excellence, the Independent Sector lists a clear, agreed-upon mission statement first among the four primary characteristics of successful nonprofit organizations. Failure to clearly state and communicate your organization’s mission can cause time to be wasted on nonessential or unrelated actions, or limit thinking if the mission is unclear or narrow.
The mission statement should include a purpose statement that clearly states what your organization seeks to accomplish. An example of a purpose statement is “to eliminate homelessness.” In defining purpose, it is essential to focus on outcomes and results rather than methods. Thus, the purpose of a mental health counseling agency would never be simply “to provide counseling services,” but “to improve the quality of life” for its clients.
The mission statement should also include activities or programs your organization uses to pursue its purpose. Specifically, you must answer, “What activity are we going to do to accomplish our purpose?” The mission of the Red Cross, as an example, is to “provide relief to victims of disaster and help people prevent, prepare for, and respond to emergencies.”
The mission statement can serve as a guidebook for the organization, representing lofty goals and aspirations, while serving as a barometer against which leaders can measure actions. One of Starbucks’ guiding principles as part of its mission statement is, “provide a great work environment and treat each other with respect and dignity,” reflected in the coffee shop being one of the few retail organizations of its kind to offer health benefits and retirement plans.
LinkedIn is a good example of a company with outstanding statements:
- Vision: To create economic opportunity for every member of the global workforce.
- Mission: To connect the world’s professionals to make them more productive and successful.
Notice how LinkedIn’s vision statement refers to “every member of the global workforce.” That’s a huge goal that won’t be accomplished in the near future. Maybe never. But it is inspiring and makes employees want to achieve it.
The mission statement, on the other hand, is achievable. By connecting professionals, they give them the contacts they need to make them more productive and successful.