• What is the role of the mission in  guiding the growth and direction of a nonprofit organization?

The mission represents the big picture of an organization. It is the guiding template for all actions of non-profit. Growth and direction must be towards achieving the mission. While some aspects of daily functions may stray from the mission, the final objective remains the same. The mission provides are framework and parameter to work within. For example, an education non profit will need a mission to specify what its object is. The target group can be single moms over 22. The objective can be to connect them with free job training options with the goal of full time employment within 1 year of completion. Having a mission will give staff and the organization a clear goal to achieve and a measure for their efforts.

• What are the consequences to an organization that is not strategic about communicating its brand? 

The biggest problem is lost revenue. Donors are more hesitant to give money to an unknown entity even when the mission is noble. There is also a risk of over shadowing. In the case of my company IIE, the company was completely unknown whereas the programs it manages such as Fulbright and Gilman Scholarships are famous in the academic world. Given the new forms of communication, an organization can benefit from an updated strategy. Social media, phone apps and emails can reach a wide audience to solicit donations and increase awareness. Legislative testimony in court can spur change in the legal system. Annual reports can draw more attention to the mission.