Mission? Vision? Core Values? What’s the Difference?

June 30, 2016

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.

“I really support The Covenant Group’s strategic planning process because their approach encourages staff-based support with board buy-in, and I felt that was important given what we were trying to achieve. The outcome is an effective plan that builds consensus and provides a clear sense of direction.”
- Jennifer Scott, Director of Development - The Cabbage Patch Settlement House

“The Covenant Group is highly competent, very experienced and knowledgeable. They provided a broad perspective by equipping us with useful data…and best practices in the field. All in all, they are excellent.”
- Dan Jones, CEO - 21st Century Parks

“The campaign has truly been a miracle. People were committed from the beginning, but…even raising $650,000 seemed like a stretch. To nearly double that amount is incredible! When the plan they developed allows you to hit a goal like that, it builds such a sense of community. The momentum built by the campaign is spilling outside the walls of our church and benefiting others in the process.”
-Father John Hollowell - Annunciation of the Blessed Virgin Mary Catholic Church

“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 with a process, training and motivation. They taught us and helped us plan in a way that was for the better. We have built lasting relationships with donors and we will continue to steward these relationships long into the future.”
- Sue Finke, Director of Institutional Advancement - Covington Catholic High School

“No one anticipated we could raise this amount. Even the Archdiocese is surprised. The funds raised represent about 15 times our annual giving. But it’s not just the financial results. People stand around talking more than they did before the campaign. There is also a renewed and energized spirit among the parishioners. It’s the most exciting thing to happen in our parish in the last 100 years.”
- Gary Libs, Campaign Co-Chair - St. Mary of the Knobs Catholic Church

“The Covenant Group’s process involved a lot of people in our congregation doing small tasks … that built ownership. They took our vision and put it into a concrete plan. They helped us understand the importance of making our vision clear and laid out the steps to make the vision a reality. Their process built consensus and showed people how they could help. Their methods are based on a solid theological foundation that includes key documents, prayer support, and requisite training … all of which were invaluable.”
- Daniel Montgomery, Pastor - Sojourn Community Church

“Everything The Covenant Group did to help us…in the initial stages was helpful…the development of the case statement; our materials; the training of our Board members; strategies; all these steps laid the foundation for eventual success. They brought such a high level of professionalism, a wealth of experience and a strong track record of integrity and success… just being associated with The Covenant Group helped us.”
- Nancy Doctor, Development Director - Wellspring

“The structure The Covenant Group provided was excellent. It allowed our members to use their God-given talents to benefit the church community They helped us develop a plan and identify key leadership candidates to chair the effort, as well as engaging between 80 to 100 people to carry out the work of the campaign. It was truly a whole congregation effort and The Covenant Group helped facilitate that. They helped us reach our full potential as a congregation.”
- Ron Poisel, Pastor - Christ Lutheran Church

Mission? Vision? Core Values? What’s the Difference?

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