The Importance of an Impactful Nonprofit Vision Statement

As a digital marketing specialist working primarily with nonprofits, I come across a lot of vision statements. So why is it that virtually all nonprofits have a vision statement?

The reality is that anyone who is interacting with your nonprofit online wants to see who you are and what you believe in. Whether it be a potential donor, volunteer, partner, or beneficiary, the passion behind your project is what motivates your audience to get involved. 

Developing and showcasing a solid and impactful vision statement also helps to establish your direction and future goals for your nonprofit organization. 

Your nonprofit vision statement gives your organization direction. It's like a beacon guiding your every initiative and providing purpose for the hard work that goes into growing a nonprofit.

A vision statement is oftentimes one of the very first things created as a nonprofit is getting started. This is because it reflects what you want the future to look like for your organization. 

Why is a Nonprofit Vision Statement Necessary? 

Your vision statement will be used both internally and as a public-facing statement. It will help to get everyone on your team motivated and on the same page about the main goal and mission of your nonprofit. Perhaps most importantly, it will showcase your direction and serve as inspiration to your board of directors and anyone who is helping to fund your initiatives. 

A vision statement is an extension of your nonprofit's mission statement. It gives your beneficiaries, donors, and volunteers a clear idea of the impact of your work. It's referred to as a vision statement because it's a snapshot of the future your nonprofit is working towards. 

When our amazing nonprofit clients come to us, more often than not they're seeking direction beyond just a beautiful nonprofit website redesign or strategic marketing help. A vision statement gives your nonprofit direction and tells your story. It creates a connection between those who share your nonprofit's passion and commitment to change. 

Vision Statement Writing Tips 

A well-written nonprofit vision statement represents your brand and establishes your goals for the future of your nonprofit. It should be created with time and care as it can also help to increase your support online. 

Follow these steps to create an impactful vision statement: 

Establish Your Short and Long-Term Goals

Your vision statement should center around your goals both short and long-term. This is the first and most essential step to creating an impactful nonprofit vision statement.

Leadership and your board of directors should all be on the same page when defining these goals. Your vision statement should center around these goals and should be representative of the daily practices your team takes to achieve said goals. 

Picture Your Future

What would the future look like if you achieved your mission? Visualize the future you're fighting for and write it out. Then sharpen it up and add your brand voice to it to make it unique to your organization. Be honest and transparent about what work your team is doing and think particularly about the "why" of your efforts. 

Below are some of my favorite examples of impactful mission statements that force readers to visualize a better world: 

"Create a world where no child goes to bed hungry"

"Building a future in which people live in harmony with nature"

"A world without Alzheimer's disease"

 

Make it Short Yet Powerful

The above examples of vision statements are so impactful because they're not riddled with jargon or unnecessary verbiage. They're clear, concise, and powerful. Unlike your mission statement, a vision statement should be more engaging than informative and it should evoke some kind of emotion or reaction for your readers. 

A good rule of thumb is to keep to under 20 words. Any further details can be included elsewhere on the about page of your website or within your mission statement. Think of your vision statement as a quick explanation of your "why". At the core of any nonprofit lies a clear vision that drives the work and keeps the mission moving forward. 

Our work revolves around helping nonprofits do the important work of making the world a better place. We know that nonprofit marketing and keeping your nonprofit website running smoothly can be a time-consuming and ever-changing process, so let us help! Contact us to learn more about what we can do for your nonprofit.