Chapter TwoMission

Kerry C. Stackpole, FASAE, CAE

Mission is the pathway to the hearts and minds of your membership, donors, customers, stakeholders, and the public. Done well, a mission statement illuminates and reflects their values and aspirations. Without those aspirations, your organization is just another business enterprise, jockeying for revenues from a fickle marketplace defined by measures of lesser means and values.

Don't misunderstand. Believing in dynamic capitalism, revenue generation, and spirited entrepreneurship are noble causes. Believing that making money is the core purpose of not-for-profit organizations confuses their essential role of serving, instead of selling. If this is confusing, or seemingly at conflict with your ...

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