Mission and vision statements are two completely different things. Most campaigns have both great mission and vision statements. What is the difference between a mission vs. vision statement? It’s really simple actually.

A mission statement is what the charity or organization does. What they are trying to accomplish, and who they impact the most.

A vision statement, on the other hand, is the future of the organization. It mentions the future goals of the organization and the impact it wants to make on the world.

Why a Mission Statement?

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Mission statements are designed to let customers, readers or donors know why the organization or company was made.

When it comes to organizations such as charities and fundraisers, these mission statements will tell viewers exactly what the campaign is doing.

Think of mission statements as a quick description of the campaign. The best mission statements are usually short and easy to memorize. They should be catchy while letting people know why the organization was created.

This is the key difference between a mission vs. vision statement.

Why a Vision Statement?

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Vision statements are intended to give an outlook on future goals. Much of the time, vision statements are inspiring or motivating.

They incorporate words that inspire the viewers so that people can feel a certain way about the campaign. Vision statements are more likely to invoke emotion than mission statements.

A great vision statement will signal a bright future which is needed and possible with the campaign or fundraiser.

Taking a Look at Some of the Best Mission and Vision Statements

In order to have a better understanding of what each of these statements means, we need to take a look at a few examples. 

Looking at examples and contrasting a mission vs. vision statement is the key to differentiating one from the other. After comparing and contrasting these statements, you’ll be better equipped to have an understanding of them both.

Mission: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to environmental crisis.”

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Patagonia

You can tell this statement from Patagonia is a mission statement instead of a vision statement because it tells you what they aim to do.

This statement directly tells viewers that Patagonia was created to make excellent products while causing no danger or harm to the environment in the process. This is not a vision statement since it doesn’t contain a future goal or idea for the future.

Vision: “To become the world’s most loved, most known and most profitable airline.”

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Southwest Airlines

Why is this a vision statement? You know this is a vision statement because of the first phrase in the sentence, “to become.” This phrase implies a future goal.

This is what they want their company to accomplish in the near future.

Mission: “To inspire healthier communities by connecting people to real food.”

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Sweetgreen

This is a great example of a mission statement versus a vision statement because it tells readers what the intent of the company is. What do they want to accomplish?

They want to inspire healthier eating habits among people in the community. This isn't a future goal or vision. This is their intent for creating the company.

Vision: “A world without Alzheimer’s disease.”

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Alzheimer’s Association

This is a perfect example of a vision statement. Can you guess why? The Alzheimer’s Association is telling you how they want to impact the future.

The vision statement embodies a future without suffering from Alzheimer’s disease. Instead of telling you exactly what they’re going to do, they’re letting you know what they want the future to be like.

Mission: “The mission of The Women’s Center is to significantly improve the mental health and well-being of all members of the community through counseling advocacy, education, and support."

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The Women’s Center

This is considered a mission statement since The Women’s Center is telling you exactly what they’re doing. Their mission statement includes examples of what they’re accomplishing on an everyday basis.

By reading this mission statement, readers know they can go there to get counseling and educational resources.

Vision: “A world where everyone has a place to live.”

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Habitat for Humanity

This statement is a vision of what they want the future to become. Their end goal is creating a world with housing for everyone so that no one is left homeless.

They’re not telling you exactly how they’re doing it, but they are telling you what they want the future to look like.

Mission: “To be Earth’s most customer-centric company where people can find and discover anything they want to buy online.”

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Amazon

Amazon tells customers and viewers of this statement that they want to provide the best products online.

They want to provide access to products online while being completely centered on customer service. That’s an action statement instead of being a statement about a future goal or vision. This is what they’re doing right now.

Their statement is their reason for becoming a business or company.

Vision: “Bring inspiration and innovation to every athlete in the world. (If you have a body, you are an athlete).”

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Nike

This is a vision statement because Nike is directly explaining a future goal. This is their vision for the future world.

Instead of telling readers what they do and what their company is about, this statement lets readers know a long-term goal for the future.

Mission: “We have one mission: To empower you to make the most of your money, so you can live better.”

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Betterment

This is an example of a mission statement because Betterment tells you what they are doing. Their statement is reflective of their goal of informing the public to use their money wisely.

Vision: “To be a company that inspires and fulfills your curiosity.”

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Sony

This is an excellent example of a vision statement. Their vision of purpose for the future is to create inspiration to fulfill the curiosity of customers.

In this statement, you don't know what exactly is that they do, but you do get an example of what they wish to do in the future.

Mission: “Google’s mission is to organize the world’s information and make it universally accessible and useful.”

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Google

Google lets you know why they were created. Their mission statement is an example of what their service does and how it connects the entire world together.

Factors that Make Great Mission and Vision Statements

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Consider what legacy your campaign wants to leave. Think about how you can inspire the community and the world around you.

Let people know your goals and aspirations with vision statements. When coming up with an amazing mission statement, tell people what it is the campaign does.

A charity mission statement should tell people why the charity was started and what exactly it is they’re using the money for. Maybe the money will be put towards food, books, medical supplies or research.

Include these elements in the mission statement. The vision statement can also serve as a quote for the future of the company.

Where to Put the Mission and Vision Statements

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Many campaigns and charities alike put their mission statements on the front page of their website. This is where it can easily be seen by people who view the website. This is also a good idea since it’s easily viewable and accessible.

Be creative with mission and vision statements. Use color and graphic design to draw attention to the mission statement.

Most of the time, vision statements will be used at charity events and on products created to advertise the charity. This is because charity events want emotion to be brought into the events. This will keep the passion alive for both volunteers, contributors and donors.

Changes in the Mission and Vision

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Although a charity may start with a certain mission or vision statement at any time, this statement may change.

Honestly, charities should update their mission statements to better promote their campaign. It's okay to have mission and vision statements that change.

Your charity may begin to have a different focus or vision in this event it would be necessary to change the vision of the statement.

Mission and vision statements help in planning the future and direction of the campaign. Knowing why the charity was created is a great way to keep the charity on track.

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