Monday, October 10, 2011

Management Tip: 4 Ideas For Spotlighting Your Mission

Every nonprofit has a mission for which it advocates.  Think back to when you first joined your current nonprofit.  Aside from the usual reasons for taking a job, you most likely had a passion for the mission of the organization.  Unfortunately, it can be easy to lose sight of that goal during the day-to-day grind of running an organization.  That's why it's so important to constantly spotlight your mission to your donors and supporters:

  • Highlight the strength of your mission, not your organization.  It's a key way to associate your brand with the cause.  Ways to accomplish this include explaining what is innovative about your approach to the mission, and showing how you play an essential role in your field.
  • Show your donors how they create an ongoing story for accomplishing your mission.  This will help them feel more connected.
  • Explain how your work represents your guiding principles.  Back away from practical specifics and take a bit of a philosophical approach. Ask yourself what fundamental values or concerns lead your readers to your organization and its mission.
  • Describe your vision of what the community (or world, depending on your ambitions) will look like when you accomplish your mission.  It is important to remember that your long-term vision is just as important as short-term goals.