As we discussed in class on Wednesdays, the missions of organizations can vary in description and length. However, they seek to explain the intended role and importance of the organization. A mission is intended to serve as the framework for the current and upcoming Executive Directors.

Missions become that necessary framework to ensure the guidance needed to continue its public good. As a non-profit grows, various funders may offer the organization to move in a different direction in exchange for funding. For example: if a running organization was looking to raise capital, and was offered a million dollar to focus on cycling.

Such instances require the non-profit reflect back to its mission and how a shift in direction would impact that mission. It does not always do so. In the case of shifting from a biking to cycling organization, it is likely to do so.

Mission is a part of the greater brand that non-profits offer — it is the image of themselves they are trying to push to the world. It is everything from the messages placed on social media, or the workplace dynamic, mission and brand inspire the way the organization conducts itself.

This work is vital. If non-profits do not consider their brand, and what they are doing to push it, then they are wasting a crucial part of their resources. Brand has the ability to entice funders, or engage new volunteers. We se that with organizations like Planned Parenthood, which uses its brand and social media to expand its base of supporters.

By doing this, an organization can expand its reach — possibly even growing out beyond its current partnerships. It could transform from an organization that seeks partners and funding, to one that receives those requests.