San Francisco-Marin Food Bank
Hunger relief (regional)
“Our mission is to end hunger in San Francisco and Marin counties.”
What works: Twelve words: one clear goal, in one named place.
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THE GUIDE
How to write a mission statement people remember
A mission statement has one job: tell someone, in a sentence or two, who you serve, what you do for them, and what changes because of it. When it does that job, it guides decisions, helps your team describe your work the same way, and gives customers, donors and partners a reason to choose you.
Most mission statements miss because they try to sound important instead of being specific. Here is how to write one that works.
1
Start with who you serve
Name the people you exist for. “Customers” and “the community” could describe any organization. “Homeowners and landscapers in San Jose” or “families facing food insecurity” tells a reader right away whether you are for them.
2
Say what you do, with a real verb
Use a verb that describes action someone could watch you take: repair, teach, feed, build, connect, protect. Avoid verbs that describe intent, such as “strive,” “aim,” “seek” or “are committed to.”
3
Name the change you make
What is different for the people you serve because you exist? Finish the sentence “so they can…” and you will usually find it: so they can stay in their homes, so their equipment starts every season.
4
Add one thing only you could say
Ask a hard question: could a competitor publish this unchanged? If yes, add a specific. Where you work, the method you use, the field you know, or the people you serve.
5
Cut it to 25 words or fewer
Long statements get skimmed and forgotten. Aim for one or two sentences. Remove every word that doesn’t help a newcomer understand you, especially “innovative,” “world-class,” “solutions” and “excellence.”
A SIMPLE FORMULA TO START FROM
“Gardenside Repair helps homeowners and landscapers in San Jose count on their equipment every season by pairing every repair with practical advice.” Illustration only, not a real company.
Use the formula as a starting point, then rewrite it until it sounds like you. Read it aloud. If it sounds like something a person would say, you are close.
Mission statements for nonprofits
Nonprofit mission statements carry extra weight. Donors, volunteers, grant makers and board members all read them, and many funders check whether a program fits the mission before they fund it. A few things matter more for nonprofits:
Name the community and the place. Funders and volunteers often decide based on who and where.
Describe the change, not the activity. “Ends hunger in our county” says more than “operates a food pantry.”
Keep the warmth. A nonprofit statement can sound human. It doesn’t need to sound like a corporate filing.
When a better sentence isn’t enough
If you rewrite your mission statement and it still doesn’t fit, the problem may not be the wording. Your organization may have grown past its original story, or your team may describe your work in different ways. That is a positioning question, and it is worth solving before you change the words.
EXAMPLES
Mission statement examples
Real mission statements from businesses and nonprofits, quoted from each organization’s own website. Each one is here because it does at least one thing well. Tap “Grade this one” to see how it scores.
Habitat for Humanity
Housing
“Seeking to put God’s love into action, Habitat for Humanity brings people together to build homes, communities and hope.”
What works: Names its motive, its method (bringing people together) and three things it builds.
Feeding America
Hunger relief
“Our mission is to advance change in America by ensuring fair access to nutritious food for all in partnership with food banks, policymakers, supporters, and the communities we serve.”
What works: Spells out how it works: through partners, policymakers and the communities it serves.
DonorsChoose
Education
“We make it easy for anyone to help a teacher in need, moving us closer to a nation where every student in every community has the tools and experiences they need for a great education.”
What works: Makes the first step simple (help a teacher) and ties it to a bigger national goal.
Room to Read
Literacy and education
“Room to Read’s mission is to nurture foundational learning skills in children.”
What works: Short and focused: one skill, one group of people.
826 Valencia
Youth writing (local)
“826 Valencia is a nonprofit organization dedicated to supporting under-resourced students ages six to eighteen with their creative and expository writing skills and to helping teachers inspire their students to write.”
What works: Exact about who it serves, down to the ages, and covers teachers as a second audience.
City Harvest
Food rescue (local)
“City Harvest exists to end hunger in communities throughout New York City.”
What works: A clear goal in a named city, said in plain words.
Pine Street Inn
Homelessness (local)
“Pine Street Inn partners with homeless individuals to help them move from the streets and shelter to a home, and assists formerly homeless individuals in retaining housing.”
What works: Describes the journey it supports, from the streets to a home, and what happens after.
Mural Arts Philadelphia
Public art (local)
“Through participatory public art, Mural Arts Philadelphia inspires change in people, places, and practices, creating opportunity for a more just and equitable Philadelphia.”
What works: Its method comes first, and it closes on a specific place: a more just Philadelphia.
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