What is in a mission?

“What’s in a name? That which we call a rose by any other name would smell as sweet.”
Shakespeare, Romeo & Juliet

What’s in a mission? That which we describe the work of a nonprofit by any other would “do good” just the same, right? Shakespeare might agree, but those in the sector know that a nonprofit’s mission is unique to the organization and the cause that it is designed to serve.

This is why strategic planning should always include a hard look at an organization’s mission and how that mission fits with the long-term outcome the work should accomplish.

The Michigan Nonprofit Association (MNA) invested more than 18 months exploring our mission, our vision, and our unique role in the nonprofit sector so that we might better understand ourselves, our community, and our future. Our journey included taking on a new way of thinking built around David LaPiana’s model of “Real-Time Strategic Planning” that forces an organization to continually understand and examine its identity, strategy, and advantages.

At MNA, we are proud of the work that we have accomplished in understanding ourselves and our work and invite others to explore our new vision, mission, and values and ask that you help us understand how we can better serve nonprofits to achieve their missions.


Submitted by Kyle Caldwell, president and CEO, for the Michigan Nonprofit Association.

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