National Organisational
Development Network
Mission Statement
A mission statement is an opportunity to define your business at the most basic level. It should tell
your organisations story in a brief and succinct statement. Essentially it contains key phrases that
express who you are, what you do, what you stand for, what you are trying to achieve and why you do
it.
In simple terms a mission statement communicates the essence of the organisation to its
stakeholders, members and the public.
When developing a mission statement, start by asking yourself the following questions:
1.
What business are we in (what do we do)?
2.
What is the purpose of our organisation (outcomes and results we want to achieve)?
3.
For whom is our organisation in business (who are our internal and external stakeholders)?
4.
What are our shared core values and beliefs (or guiding principles) that we practice in the
delivery of our service?
5.
How do you differ from other organisations?
6.
What level of service do you provide?
Checklist
A quick test of a good mission statement is to ask:

Does it describe a purpose for the organisation?

Does it capture the culture of the organisation?

Does it describe the strategic positioning of the organisation?

Is it easy to read, but powerful?

Does it provide options for growth and development?
Basic guidelines in writing a mission statement

Your mission statement is about your organisation and your ideals. Read other
organisations mission statements for ideas. Make sure you actually believe in what you’re
writing.

Don’t “box” yourself in. Your mission statement should be able to withstand the changes
that come up over time in your services or sporting environment.

Keep it short. The best mission statements tend to be three to four sentences long.

Ask for input. Run your mission statement draft by your committee or selected group of
members. Is it clear and easily understood?

Aim for substance, not superlatives. Avoid saying how great you are, what great quality and
what great service you provide.
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Example of mission statements:
Surfing Australia
We will grow Surfing’s position and profile through successful working relationships with
stakeholders; innovative thinking; the performance of Australian athletes; and a dynamic
management team delivering world’s best surfing programs
Cadbury
‘Cadbury means quality’; this is our promise. Our reputation is built upon quality; our commitment to
continuous improvement will ensure that our promise is delivered’.
'Cadbury has established itself as a company of fairness and integrity, which always attempts to
operate as a socially responsible business'
Nike
‘To lead in corporate citizenship through proactive programs that reflect caring for the world family of
Nike, our teammates, our consumers, and those who provide services to Nike’.
McDonalds
"McDonald's vision is to be the world's best quick service restaurant experience. Being the best
means providing outstanding quality, service, cleanliness, and value, so that we make every customer
in every restaurant smile."
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