Knowledge
Characteristics of mission statements
Missions are concerned with what an organisation exists to achieve. They tend to take the form of statements using language such as ”our mission is to ..........“.
Mission statements should be:
- Short — no more than one or two sentences
- Inspiring — to call people to action
- Durable — designed to last for five or more years
- Distinctive — uniquely describing one organisation’s purpose
- Specific — establishing precisely what the organisation wants to achieve
- Credible — so stakeholders can believe it
- Alive — so everyone knows what it is.