Читать книгу Nonprofit Kit For Dummies - Stan Hutton, Beverly A. Browning - Страница 93

You know when you hear about a new nonprofit starting up and you look for their website to find out what they do, you become lost in trying to figure what they actually do. Their extra-long mission statement is lost in transition — it’s rambling and unclear.

Here’s an example of a rambling vision statement from the Good Food Society:

 In the future, the Good Food Society is well known throughout the region as a fledging nonprofit that grew to gigantic proportions and increased its service population from a few hundred to hundreds of thousands. Our work was recognized by the United Nations and the World Health Organization. We changed the eating habits of unhealthy world populations by introducing them to good food choices. Our organization is at the forefront of the worldwide health-and-wellness movement. We accomplished our goals, fulfilled our mission, and created a path for other health-and-wellness organizations to follow and replicate. We are the best of the best!

Okay, what’s wrong with this vision statement example? Almost everything.

Vision Statement Checklist
A projection of where your nonprofit organization will be in five years?	No: No year is specified.
Written in the future tense?	No: The words in bold font are in the past tense.
Directional?	No: The only direction here is backward thinking.
Audacious or bold?	Yes: Stating that “we are the best of the best” is a bold but questionable statement. (The “best of the best” at what?)

Here’s the revised vision statement for the Good Food Society:

 By 2026, the Good Food Society will be well known throughout the world. Our work will be recognized by the United Nations (UN) and the World Health Organization (WHO). We will change the eating habits of an unhealthy world population by introducing them to good food choices. Our organization will be at the forefront of the worldwide health-and-wellness movement. We will accomplish our goals, fulfill our mission, and create a path for other health-and-wellness organizations to follow and replicate. We will be the best of the best in changing eating habits and restoring health by way of better food choices.

Can you see the difference between the first and second vision statements? The revised statement may not be perfect, but it incorporates the organization’s values, its long-term goals, its targeted beneficiaries, and a general method of accomplishing the goals — all the ingredients of an effective vision statement.