Author: Len Moisan
Mission? Vision? Core Values? What’s the Difference?
Mission vs. Slogan
It is interesting how confusing the idea of mission, vision and values are in the church world or for that matter in the nonprofit world as well. Sometimes pastors or CEOs create mission or vision statements that are actually slogans. I’ve seen statements like, “A church that cares” or “A place where you’ll find love” or “A growing church serving a growing community.”
These are fine statements, but they are neither mission or vision statements. I’ve also seen mission statements laden with core values, or “things we believe”. These kinds of mission statements typically extend for several paragraphs. While it may be appealing prose, the last thing you want is for someone to walk away wondering what the statement meant because you haven’t clearly articulated the mission.
Well then, you may be wondering, how do we tell the difference between mission, vision and core values? Or maybe you’re wondering about something closer to home. How do I create a mission, vision and core values? The answer is not as difficult as it might seem. In fact, it is pretty elementary; we ask and answer a few simple questions.
Mission
The mission statement goes straight to who you are as an organization and why you exist. In fact, the questions themselves are simply, who are you and why do you exist? The mission should not include what you believe; that’s a core value. Likewise, they don’t include statements about to what or whom you are dedicated. It’s nice information, but it’s not part of your mission. Also, by answering these simple questions, you should be able to state the mission in one or two sentences at most.
Vision
While the mission of an organization rarely changes, the vision does. When President Kennedy said we would go to the moon by the end of the decade, he was creating a vision for both NASA and the US. However, once that vision was completed, leaders had to create a new one. Also, the vision was clear, precise and measurable. Vision gives direction over a period of time, but it still answers one of two questions. What do you want to be or what do you want to become? As fundraising consultants, we like to challenge the leadership to think no more than 3-5 years, because the environment changes so rapidly these days.
Core Values
These are simply statements about the principles that guide you or the truths that you believe. I’ve found these in both mission and vision statements, but they don’t belong there. That’s why when we facilitate strategic planning, we create separate sections for mission, vision and core values. When people read these they get a real sense of who you are, why you exist, where you are headed and what you believe.
When mission, vision and core values are developed this way, they also serve as a basis for evaluating all church activity and developing strategies and action plans going forward. If it doesn’t help us achieve the mission or vision, increase donations or it’s misaligned with our core values, then we clearly shouldn’t be doing it. By planning in this way, leaders can provide direction, bring clarity and calm and build consensus around the vision, mission and core values.
Is Strategic Planning Actually Biblical?
- “I don’t plan; it gets in the way of the Holy Spirit.”
- “I rely on the Spirit to give me direction, why should I plan?”
- “God is blessing our church now, so why is planning necessary?”
During my career, I’ve heard plenty of reasons why pastors don’t plan, or at least not in a formal way. But are they correct? Is it in their best interest not to plan?
Biblical support for planning
If you care to address these questions, you do well to consider Proverbs 29:18, “Where there is no vision the people perish.” I realize theologians will argue that this verse has nothing to do with strategic planning. However, I’ve experienced many instances where a lack of planning has left the church and its leaders faltering.
Declining church attendance
A 2014 Barna report on church growth trends revealed that church attendance has declined nationwide for more than a decade. At least part of that decline is due to a lack of planning on the part of pastors.
In a recent article on church health, Tom Rainer estimated that 9 out of 10 churches are either growing at a slower pace than their communities or they are not growing at all. As an antidote he offers 4 ways to address this problem:
- Create a plan
- Create buy-in from the congregation
- Create a culture of disciple making
- Stay faithful to the plan
Write it down
Then there are pastors who’ve told me, “I have a plan, but it’s not formal. It’s pretty much in my head.” But if it’s in the pastor’s head, it may be difficult to build consensus around it. That brings me to another verse in Habakuk 2:2, “And the Lord answered me, write the vision, make it plain on tablets, so they may run who read it.”
Engage others in the plan
I don’t think it’s just about vision, particularly if those who read it are to run by it. Effective plans also include goals, strategies and action plans developed by church leadership. That group includes lay leaders, pastors and staff. As Proverbs 15:2 reminds us, “Plans fail for lack of counsel, but with many advisors they succeed.” If the plan is primarily the pastor’s, it misses the opportunity to motivate church members to engage their talents and experience.
Planning equals good stewardship
Ultimately, pastors have a stewardship responsibility for the health and wellbeing of the church God has placed in their care. Planning is certainly not a panacea for all church ills. Instead it’s a good place to start moving the church forward in a healthy direction.
God set the example for planning
And now that I think of it, God really gave us the idea for planning when He said in Jeremiah 29:11-13, “For I know the plans that I have for you,’ declares the Lord, ‘plans for welfare and not for calamity to give you a future and a hope. Then you will call upon Me and come and pray to Me, and I will listen to you. You will seek Me and find Me when you search for Me with all your heart.”
You mean God has a plan for me? Absolutely! You see, seeking God with all our heart involves praying and studying His word, but it also involves planning. And, that happens best with an ear towards the Holy Spirit and help from “many Godly advisors” so that the plans don’t fail.
Strategic Planning That Sets the Bar High and Makes a Difference
Usually, people desire to make a difference in just about every area of life. That is particularly true in church life, a place where making a difference really matters. The only problem is that in my church leadership consulting I find that many churches don’t expect to achieve much and they also don’t know how to get more out of their people. George Barna seems to have a good grasp of the problem in an article he wrote recently.
“The challenge to church leaders is to stop pandering for popularity and set the bar higher. People live up to the expectations set for them. When the expectations are that people show up, play nicely together and keep the system going, the potential for having life-changing experiences that characterized the early Church are limited. If churches believe in the power of the gospel and the Holy Spirit, they must hold people to a higher and more challenging standard.“
However, that is difficult to do without taking some time to plan. In the next few paragraphs I will tell you how strategic planning can help you both set the bar high and also make a difference. Consider these steps:
Be bold and committed to excellence
How do you pursue excellence? What will it look like when we achieve it? How will we hold ourselves accountable for excellence? All of these questions can be answered through an effective planning process. Coach Wooden told me once that mediocrity is greatness to the mediocre.
Care what others in the church think
People want to be valued, particularly in church. Yet, pastors often go about their work routine as if they are the only ones who have anything important to say. That’s why when we facilitate a planning process, we also include a member survey so we can hear from others and motivate church members to become involved in the process.
Involve others in your quest
My pastor used to say that if he was six inches ahead of people he could lead them, but if he was six feet ahead of them he was a target. If you want people to own something you have to bring them along and involve them. In a church the more you empower people through involvement the more engaged they become and church growth will result. Conversely, the more you try to control them, the more they will disengage from the church.
Create a vision that will make a difference
As I said earlier, most people want to make a difference, but often when I begin to help churches create a vision they are reluctant to be bold and imaginative.
Be methodical in your processes
This is certainly true for planning, but it should be true for all that you do. Excellence demands discipline, and if you desire to be disciplined you also have to be methodical in everything you do. That doesn’t mean rigid, but if you decide to do something, you need to plan to do it well. (Col. 3:23-24)
Finally, finish the course and perform beyond expectations
Not only is planning important, but it is equally important to commit to the plan and see it to fruition. That doesn’t mean components of the plan won’t change. Undoubtedly they will, but if you are committed to the vision and goals of the plan and manage to them, you will be surprised how often you will also perform well beyond expectations.
A Strategic Planning Process That Works
“OK, The planning process is done; let’s put it on the shelf and get back to work.” I’ve heard such comments many times. Worse yet, I’ve also heard staff talk about spending an inordinate amount of time on the program of the month. While it might be gratifying to the CEO, it signifies a lack of solid planning. Essentially when you finish a planning process, that plan should be able to lead you into the future. If you are lacking such a plan, then all you have left is a bunch of activities that you do continuously without much thought.
So how can you avoid this, move forward and engage people rather than bore or offend them? There are some simple steps you can take to ensure that your planning makes sense, your people are engaged and you’re positioned for nonprofit or church growth.
Find a facilitator
Pure and simple, a facilitator helps ensure that you stay on track and that your planning process is solid. You have to do your due diligence to find one, but if the facilitator knows what he or she is doing, you’re already on your way to success.
Be teachable; get out of the way
Competent facilitators have been doing this for a while. Rely on their experience and knowledge. Our company provides consultation for fundraising and particularly capital campaigns. We’ve never had a church campaign fail to achieve its goal. That’s a pretty good track record. Yet, despite our experience and success, it amazes me when a pastor pays us a fee to help them and then disregards our counsel.
Engage a broader audience
The worst way to build a plan is to have a few people in a small room putting the plan together. The plans need to be informed by the congregation. We usually start by sending out an e-mail or letter from the pastor outlining some possible directions for the church. Then the pastor asks people to share their opinions on the church, its various ministries, and the directions the pastor has outlined. The e-mail also contains a link to an online survey. We use the data we collect to help us identify the critical planning issues. True, when you invite opinions, feedback and involvement, you give up some control. However, when you are willing to give up some control, you will likely motivate church members to engage in the process!
Have a solid process
There are lots of planning processes on the market. Your challenge will be to find one that works effectively and expediently. When I worked in higher education we had a planning process that lasted over a year. That just doesn’t work. If the church is focused, it can take a lot less time. Our process takes from 2-3 months maximum and that is about the right amount of time.
Involve the right people
You’ll need a core planning team of both key staff and key volunteers. It might include elders, deacons, parish council, ministry leaders and then some key members. Usually that amounts to about 25-30 people who will be invited to participate in a retreat. A competent facilitator will be able to handle that sized group. If you follow these points, your planning will be successful.
21st Century Parks, Louisville, KY
The story of 21st Century Parks began with a successful founding campaign that raised $25 million. Dan Jones, President and CEO of the organization recalled, “We had a clear vision and outline of the project, but we knew we needed to raise more money and to strengthen our case for support to take it to a broader audience.” Upon the recommendation of Bill Juckett, Board Chairman, Mr. Jones engaged The Covenant Group to conduct a feasibility study.
“We needed a more formal test of the market and to put the whole project on more solid footing.” Jones added, “The feasibility study process provided us with valuable research, data on what percentage of donors would give a second time, a clear campaign structure, valid recommendations and a target amount to raise.”
Jones mentioned that another benefit that came from the study was the recommendation to add a seasoned, experienced Director of Development to the team. The Covenant Group helped the organization recruit Christen Boone who was just putting the finishing touches on a successful campaign at Actors Theatre. “Christen was instrumental in helping the campaign transition from theory to action. Since she had already worked with The Covenant Group on the Actors’ campaign it was an easy relationship that helped the campaign build early momentum.”
Jones described The Covenant Group as being vested in the campaign’s success. “Many consultants finish the study, give you the report and then leave. The Covenant Group was so involved. They continually touched base to ensure that we were on track.” He continued, “They are highly competent, very experienced and knowledgeable. They provided a broad perspective by equipping us with useful data on other campaigns and best practices in the field. All in all, they are excellent. In total the campaign raised $150 million.”
Jones calls the campaign a huge success. He is proud to say that 21st Century Parks achieved all that they wanted to achieve through the campaign. “As a result of the funds raised we have been able to buy 3700 acres which will be built into a 4 park system. It will open within 3 years.” Comparing the progress of this campaign to those of peer cities, Jones marveled, “There are at least 5 or 6 big park projects going on now nationally. The only one that is 100% financed is here in Louisville. When you compare the size and the pace of our campaign to those underway in much bigger cities like New York and Chicago, it is so unique and amazing what we have been able to accomplish. The Covenant Group’s work contributed a great deal to that success.”
Jones closed with a hearty recommendation. “Of course I would recommend The Covenant Group to other organizations. There is such a good spirit in the firm. It was such an easy working relationship. They are true professionals. Flexible, available… I have nothing but the highest appreciation and regard for Len and his associates.”
Covington Catholic High School, Park Hills, KY
Covington Catholic is a Blue Ribbon award winning, all-male high school in the Diocese of Covington. Recognized at state and national levels for academic and athletic excellence, the 604-member student body continues the legacy of Brotherhood; Faith; Excellence; Innovation; Service; Spirit and Teamwork that has defined the school for more than 90 years. It had become apparent to school leadership that the time was right to take steps to improve both academic and athletic facilities. Sue Finke, Director of Institutional Advancement remembers, “There was interest in adding tennis courts. We had also purchased a building for which we needed to define the best use and there were other projects as well. We hired The Covenant Group to help us with outlining a campaign plan and structure to take us through a $4 – $6 million campaign.”
Sue mentions that, “For those of us who don’t do this everyday, The Covenant Group instilled confidence in us. They helped us get through the fear and apprehension by providing us and our volunteers with training and motivation.” A key component to the success of any campaign is the strength of its steering committee. Covington Catholic recruited a solid team of 53 committee members and 6 co-chairs to lead the campaign.
She credits The Covenant Group’s training as a crucial factor in the campaign’s success. “They trained our volunteers on how to make calls and the right ways to develop and keep donor relationships. In addition to the peer-to-peer solicitation training, Finke also states that keeping the campaign on task was vital. “They were able to apply the right amount of pressure. If a task was not completed on time, they took an encouraging approach rather than one where they seemed upset or disappointed. She adds, “We realized they were not just taking us through a process, but they were really vested in it. They were our biggest cheerleaders and made it feel like a team effort. We were not left alone to try to figure it out ourselves.”
From the beginning, The Covenant Group laid out clear expectations regarding their role in the solicitation process. Finke explained, “We initially expected that the firm we hired would do more of the calls for us, but that was not the case. They taught us how to do it ourselves and that was for the better. We have built lasting relationships with donors and we will continue to steward these relationships long after the campaign is over. This is a new approach to fundraising for us.”
The basic needs goal was set at $4.5 million. Just 18 months into the five-year campaign that goal has long been surpassed. “We are just short of $7.5 million and we are not finished yet”, said Finke excitedly. When asked if she would recommend The Covenant Group to other organizations seeking counsel she laughed. “It’s funny…the last consultants we worked with we fired…we asked lots of questions but never got the answers. That was not the case with The Covenant Group. They were informative, direct and involved. We would absolutely recommend and use them again!”
Home of the Innocents, Louisville, KY
The Home of the Innocents offers hope for children, youth and families in crisis by providing care, shelter and support. Unfortunately, demand for their services has continued to grow. At a time when the Home was landlocked and overcrowded at its main facility and three other facilities across Louisville. In order to meet both the immediate and future challenges, the Home desperately needed a new location.
That’s when The Covenant Group got involved. Thanks to a strong capital campaign, the vision for a new facility has been realized. Gordon S. Brown, President & CEO, stated it this way, “We called on Dr. Moisan’s company to help us plan and manage a successful campaign, and we believe their involvement was critical to our success. We have already raised over $23 million and we will definitely exceed our $25 million goal … The more than 1,000 kids we serve every year will have a new home. It is an exciting new beginning.”Read more
Annunciation of the Blessed Virgin Mary Catholic Church, Brazil, IN
Annunciation of the Blessed Virgin Mary Catholic Parish has been serving the people of Brazil and West Central Indiana for more than 150 years. However, in more than a century of ministry, the church had never undergone major renovation. “We faced a crucial juncture”, recalls Pastor Father John Hollowell. “Either we would repair the structure or tear it down. We could not wait, something had to be done.”
To help guide them through their first ever campaign, church leaders received a list of firms recommended and approved by the Archdiocese of Indianapolis. After interviewing the three firms on that list a unanimous decision was made to engage The Covenant Group. “They just seemed like the best fit for us,” Father Hollowell stated. Immediately the feasibility study process began.
The son of the President of a Catholic High School, Father Hollowell understood the importance of the feasibility study. “Watching my father conduct capital campaigns and having experienced them myself, I know how crucial it is to include the feasibility study as part of the overall campaign”. He added, “The study was beneficial in helping to educate the parish about our plans…having an external source to help answer questions, communicate the vision and conduct the interviews really built consensus and momentum. People saw our efforts to involve them, educate them and maintain transparency. This helped them feel good about making a pledge.” At the completion of the study, parish leaders decided to move forward with a $650,000 campaign.
“Professional, prompt, individualized” are words Father Hollowell uses to describe The Covenant Group. “They really tailored the campaign to specifically fit our church.” He continued, “Many times people who met Dr. Moisan and Joe Cecil throughout the process commented on how easy they were to talk to; how relatable and genuine.”
To date, the campaign has raised $1.1 million. “It truly is a miracle”, says Father Hollowell. Annunciation has only 200 families and is located in an area that has experienced its share of economic turmoil. “People were committed from the beginning, but at that point even raising $650,000 seemed like a stretch to many parishioners. To nearly double that amount is incredible!”
Father Hollowell is pleased to report that the campaign has “totally rejuvenated our parish”. He added, “When you hit a goal like that, it builds such a sense of community. It makes you realize there are a lot of other people who share the same vision.” Other positive benefits have included increased offertory giving as well as an upturn in special donations and volunteerism.
“Recently, we started a Society of St. Vincent De Paul outreach. The campaign helped our parishioners see how blessed we are. The momentum built by the campaign is spilling outside the walls of our church and benefiting others in the process.” When asked if he would recommend The Covenant Group to other churches seeking counsel, Father Hollowell simply concluded with “One hundred percent”.
Kentucky School of Art, Louisville, KY
The Kentucky School of Art at Spalding University (KSA) started four years ago with a vision. Founder and Chancellor, Churchill Davenport, wanted to bring an innovative, first rate school dedicated to the visual arts to Louisville. Through partnership with Spalding University students have a unique opportunity to pursue a Bachelor of Arts degree in Humanities with a concentration in Art and now a Bachelor’s in Fine Art. Since its inception in 2009, enrollment at KSA has grown to more than 100 students today.
However, as a young, start-up organization, keeping a steady stream of operational capital can be a challenge. Meghan Greenwell, Director of Institutional Advancement, states: “We had an influx of capital at the beginning, but then we hit a lull. We needed a way to stabilize support and grow our donor base. We decided the best way to do that was through a capital campaign.” Before moving ahead with the campaign, KSA leaders sought the help of fundraising counsel to conduct a feasibility study. Meghan recalls, “We interviewed several firms. The Covenant Group really stood out. Len made us immediately comfortable. He had such a great attitude. We really believed that he wanted to partner with us in this journey. It was clear he understood higher education as well as our unique position.”
How Your Church Benefits from Strategic Planning
In deciding whether or not to plan, there are often questions pastors have but seldom ask, at least not out loud. Do I really want to plan? Will a strategic planning process actually do any good? Do I want to spend all that energy in planning? My answer to all of those questions is a resounding yes! Why? Well, the benefits of planning far outweigh the alternative of not planning. Consider just a few :
Clarifies mission and core values
A successful process allows you to clarify your church’s mission, vision and core values. This then gives direction to the planning, operations and decision making of the church leadership. It also gives you a means by which you can evaluate current and new activities and build a plan for the future.
Identifies Priorities
Planning is not a process of prioritizing according to the tyranny of the urgent. Nor is it a random scheme of trying the latest best thing a pastor or elder read in a book. Certainly books can be helpful, but every church is different. What works in one setting may be far from appropriate in another setting. Through our process of due diligence, we work with churches to help clarify the critical planning issues and then begin to identify priorities. This helps to focus the staff and guide the planning process. In this way the eventual plans that come from the process fit the culture and are by no means random.
Establishes clear direction
Initially, we try to help the church create or clarify its mission, vision, critical issues and core values. This allows the church to move quickly through a process that establishes future direction by developing a road map of goals, strategies, action plans, timelines and budgets. I have had pastors and staff members complain about lay leaders inserting themselves into church operations. One of the great antidotes for this is to have a plan that the governing body has helped develop and ratify. Then if it’s not in the plan, you are not obliged to do it. Of course, if it’s a good idea that makes sense to most people, then you are also at liberty to revisit it. But having the plan gives you that flexibility.
Focuses decision making
Establishing goals, strategies and action plans allows the pastor along with the leadership team also to focus decision-making. That includes decision making not only for operations but also for important activities like ministry expansion, resource allocation, fundraising and church growth.
Enhances communication and teamwork
Once you have completed a planning process and are committed to implementing the plans, communication improves and teamwork grows. However, you have to be committed to the goals and manage to the plan. It’s not unusual during our planning processes with churches, to hear people share something like, “ I didn’t know you were doing that. I’m doing that as well!” Initially it’s funny, but the duplication of effort can also be quite costly.
Increases success
Ultimately, you want a process that leaves you with a plan that produces an increased level of success. Certainly that success can be measured in a variety of ways. However, the increased efficiency, effectiveness and commitment our process helps produce are primary factors that contribute to that success. Maybe our online products can help you.