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FALL 2013
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reason for starting it in the first place.
Members and key stakeholders should
be able to “guess” the association’s
purpose by reading this statement.
MISSION STATEMENT EXAMPLES
HARLEY–DAVIDSON INC:
We fulfill dreams through the
experience of motorcycling, by
providing to motorcyclists and to the
general public an expanding line of
motorcycles and branded products and
services in selected market segments.
AMERICAN HEART ASSOCIATION:
Building healthier lives, free of
cardiovascular diseases and stroke.
NIKE:
To bring inspiration and innovation to
every athlete in the world.
VISION STATEMENT
Vision statements also define the
association’s purpose, but these
statements do so in terms of what the
group wants to achieve in the future. It
should resonate with volunteer leaders
and members and help them feel proud,
excited and part of something much
bigger. The vision should stretch the
boundaries of the current state of the
association. It gives meaning, shape
and direction to the association’s
goals, objectives and tasks. The
process of strategic planning begins
with the vision and works backwards.
Understanding the association’s goals
and stating them clearly is the first step
toward making them happen.
HOW TO DRAW A
VISION OF THE FUTURE
The task of penning a vision statement
and describing what the future holds
seems overwhelming, but isn’t too
difficult. Could you draw a futuristic
car? What about drawing an ideal
house? Defining the vision is a
volunteer leader’s opportunity to be
creative, act as a leader and help guide
the association into the future. To
begin the process, think about what
the association does and what, in an
ideal world, it would do. Think about
the way the association should appear
to the outside world. Consider the
services and benefits the association
provides, and imagine it functioning
at its absolute highest capabilties. List
those visions, and incorporate them
into a brief statement giving a good
overview of the desired image. Similar
to drawing a mission statement, brevity
and succinctness are crucial.
The key to a good vision statement
involves thinking of things in a long-
term, broad sense without sounding
generic. Specificity will limit the vision,
and the statement won’t be applicable
in the future. For example, if a vision
focuses solely on acquiring a certain
number of members, the vision may be
limiting or dismissing other qualities and
services the association offers. On the
other hand, a vision statement claiming
the association wants to achieve
success or be the most recognizable
association in its field is too generic.
The best statements are clear about the
association’s identity as well as what it
wishes to become in the future.
VISION STATEMENT EXAMPLES
MAKE-A-WISH:
Our vision is that people everywhere
will share the power of a wish.
AMAZON:
Our vision is to be earth’s most
customer centric company; to build a
place where people can come to find
and discover anything they might want
to buy online.
TEACH FOR AMERICA:
One day, all children in this nation
will have the opportunity to attain an
excellent education.
THE GAME CONTINUES
Now, if the drawings are complete,
the work is done, right? No way. The
newly approved mission statement
should be communicated to the
volunteer workforce, staff and relevant
stakeholders. Include the statement
on the association website, letterhead
and media communications to
broadcast its message. As a volunteer
leader, include the mission on Board
agendas, and refer to it when making
important decisions—Is this decision
in line with our mission? Volunteer
leaders should also be revisiting
the long-term vision more than just
once a year. Save time quarterly or
biannually during Board meetings to
ask—are we any closer to our shared
vision? And if not, why? Has something
happened in the current environment
to make the Board consider altering
the vision? Volunteer leaders who treat
the mission and vision statements as
simply words on a piece of paper are
losing out. After all, they aren’t just
words, they’re pictures—pictures
carefully drawn by volunteer leaders
who care, and, if done effectively,
these pictures will lead the association
to succeed and win.
BOARD GAME TIP FOR
VOLUNTEER PRESIDENTS
In developing your mission and vision
statements, the key to getting support
and “buy in” is to involve a small group
of individuals who embody the core
values of the association. This group
should include one or two current
board members, a couple of committee
chairs and some general members,
along with the staff. Be sure the
group is a reflection of the diversity of
the association’s members and can
provide “out of the box” thinking in
developing both statements.
Robert Waller, Jr. CAE
Association Headquarters -
President/CEO
