Think of your mission statement as the elevator pitch of your non-profit. In the space of two, maybe three sentences, you need to get across: Who you are? What you do? Where you serve? How you do what you do? And most importantly, Why?

Many organizations leave out their name. Don’t! Who you are is what makes you different from other organizations that offer the same services. In a perfect world, your name tells people what you do. But if you work in a field where discretion is needed with your clients maybe not. Add in whether you are a registered Non-profit. It may seem silly but as it’s a key eligibility point it doesn’t hurt to have it out front and center. 

What do you do? Again seems basic, but you deal with your organization every day, a foundation looking to fund you doesn’t. This can be the hardest part to condense. Especially if you are dealing with social issues that can feel overwhelming like substance abuse recovery, homelessness, domestic abuse. You need to convey what you do differently than other non-profits in the same field.

Stating the geographic area you serve is another way to signal to funders that you are their people. Many foundations have geographic limits to where they provide funding. Make it easier on everyone by stating it in your mission statement.

How do you do what you do? This can be the key differential when applying for funding. Imagine two recovery programs vying for the same grant. One uses faith-based treatment and the other uses medication and psychological counseling. If that grant is through a council of churches, which is more likely to get funded. What about if the grant is from a hospital? See how this kind of information can make you more attractive to a foundation?

Lastly, there is your ‘Why’. This is your dream, your ultimate goal. Habitat for Humanity doesn’t just want a roof over people’s heads. They want families to feel the pride and security of owning their own home. Your ‘why’ tugs heartstrings. It connects your organization to the foundation’s DNA, their ‘why’.

So now, in two to three sentences ‘What do you do?’