Nonprofits often lack clarity of purpose. This unfortunate fact makes it very difficult to to realize a thoughtful vision and even more challenging explain it to potential supporters. Not good when you need money, volunteers, media attention, in-kind donations, or any of the other resources we are constantly on the look out for. It’s time, mistress Jedi, to get focused.
To help achieve crystal clarity, create “identity statements” that succinctly describe your program’s unique personality and direction. As you hone your concepts, try to be as specific as possible. Don’t rely on generalities to express what you really mean. “Our job is to make the the solar system a safer place” doesn’t really tell anyone anything. “Our job is to help innocent citizens escape the death star before it explodes, by providing free transportation on a tricked out trade federation cruiser” is pretty clear. It tells the intergalactic citizenry what you are trying to do and how you are trying to do it.
The more specific you can be the better. Your identity statements should reflect your positive edge, and they are your promise to the community. They are also the primary way supporters will decide whether your program is a worthy match for their aspirations.
Your positive edge is also what makes you special and different than other organizations or programs. You may be wondering, why bother spending the time to develop or refine these statements? Our organization or program already has a mission statement. Fair enough, but is it compelling or boring? Is it written in “501c3speak” or plain English?
Aside from giving you focus, having a clear and approachable identity will help you connect with supporters who are ready to be inspired by your unique energy and spirit. Developing them is a great investment, not a waste of time. You’ll use this information again and again -- to communicate with potential community partners and to recruit new volunteers, even to people inside your organization. You’ll also continue to reflect back on it as time goes on -- to motivate your team, to reconnect with people who’ve lost their way, to focus your planning and activities going forward.
So, invest the time to vision your future and get it down on paper. If your organization happens to be a bastion of bureaucratic approval processes that may hinder you, label your identity statements something less official, like “talking points.” Then, go ahead and put them to use. It’ll make them less threatening to the higher ups who will be less likely to delay you.
Identity Statements
Here are four statements to ponder and craft into a virtual supernova of fabulousness. Try working with your entire team, both paid and volunteer, to develop something that truly reflects who you are, with a little style and personality. Avoid jargon or acronyms. Keep it lively and upbeat.
- Program Mission -- Our job is to...(i.e., who we are, what we do, how we do it, why)
- Vision -- Where we are headed...
- Values -- What we believe in...
- Impact Statement -- The difference we make...
And, in the words of Yoda "If no mistake have you made, yet losing you are ... a different game you should play." Go in peace and make the change, Jedi warrior.
Do you have some examples of identity statements that rock the known universe? Please post them in the comments.
Photo credit: arycogre/Flickr
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