Knowledge
Vision & Mission
People have a ‘vision’ of the way the world could be a better place. In the UK the term vision generally refers to a desirable future situation for an organisation‘s users and for the wider world. A number of organisations can share the same vision.
The term mission is the highest level description of why the organisation exists and what it aims to achieve. All nonprofit organisations should therefore have a mission. It may also describe the main means by which the organisation aims to achieve its mission.
Mission statements on their own do not give an organisation a mission. Missions need to pervade every aspect of what an organisation does. They need to be ‘lived’ by everyone in the organisation.
Confusingly, in the US the terms vision and mission are often reversed. We have used the UK convention on this site.
More on Vision and Mission
Characteristics of mission statements
Promoting the mission
Vision statements from the UK
Mission statements from the UK
Mission statements from the US
Books on Vision & Mission
The Wilder Nonprofit Field Guide to Crafting Effective Mission and Vision
Statements, Emil Angelica, Amherst H Wilder Foundation, 2001,
ISBN: 094006927X
As far as we are aware there are no UK books on vision and mission. This US book guides organisations through a six-step process
that results in a mission statement, vision statement, or both. The author explains how clarified mission and vision lead to more
effective leadership, decisions, fundraising, and management. Tips are given on using the process alone or in conjunction with an
in-depth strategic planning process. Includes sample mission and vision statements, step-by-step instructions, and worksheets.
Carver Guide: Creating a Mission That Makes a Difference, John Carver, Jossey Bass Wiley, 1996 , Paperback 24 pages
ISBN: 0787903027
Also from the US, this Carver Guide shows how to write a mission statement that delivers a powerful message about the identity of the organisation,
clarifying the issues of what results are to be achieved, for or with which people,
and at what cost. Carver demonstrates how to make the statement concrete, not just
one of rhetorical or inspirational value. He provides sample mission statements,
a useful mission statement checklist, and practical advice on how to evaluate the
completed statement
Make Your Mission Statement Work:, Identify Your Organization‘s Values and Live Them Every Day, Marianne Talbot, How To Books, 2003 Paperback 128 pages
ISBN: 1857038207
Chapters on Vision & Mission
Managing Without Profit
Mike Hudson, Directory of Social Change, 2009.
Section 5.4
sets out the concepts of vision, mission and values.
Section 5.5
describes how to create and refresh visions and missions.
Managing at the Leading Edge
Mike Hudson, Directory of Social Change, 2003 .
Section 6.2
describes how:
- Great leaders have a clear vision for the future of their organisation
- Missions are used by leaders to motivate people throughout the organisation
- The best mission statements are short, precise and distinctive
- Leaders ensure that missions are omnipresent, used in decision taking and that they are regularly reviewed and updated.
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Last updated: August 2009