Mission statement

A concise declaration of an organization’s purpose, core aims, and the people or communities it serves. It guides priorities and communicates why the organization exists.

Organizational purpose: The fundamental reason an organization exists and the value it seeks to create. A mission statement puts this underlying reason into concise, public language.
Strategic planning: The process of setting an organization’s direction and choosing priorities over time. A mission statement provides a reference point for selecting strategic priorities.
Vision statement: A description of the future state an organization hopes to help bring about. A vision describes a hoped-for future; a mission states the organization’s purpose and aims.
Organizational alignment: The degree to which an organization’s people, activities, and priorities support shared objectives. A clear mission can help coordinate work around a common purpose.
Organizational goals: Outcomes an organization intends to achieve through its activities. Mission statements frame which goals fit the organization’s purpose.
Corporate governance: The systems by which an organization is directed, overseen, and held accountable. Governance can use the mission to assess leadership decisions and organizational conduct.
Values statement: A declaration of principles that guide an organization’s behavior and decisions. Values specify how an organization acts, rather than primarily why it exists.
Employee engagement: The degree of employees’ commitment, involvement, and connection to their work and organization. A credible mission can connect daily work to a broader organizational aim.
Stakeholder: A person or group that affects or is affected by an organization. The communities a mission serves are among its central stakeholders.
Brand positioning: The way an organization distinguishes its brand in the minds of a target audience. Public-facing missions can communicate what an organization stands for and whom it serves.

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