Your Nonprofit is Amazing! Here's how you explain it in 20 words or less.

Does your organization or business have a clear mission statement?
Can you confidently tell someone what your organization does—in 20 words or less?

If you hesitated, you’re not alone.

Most nonprofit leaders know what they do, but putting it into a short, powerful sentence that actually sticks with someone? That’s another story.

Here's the thing: when someone asks you, “What’s your mission?”—you want to spark a connection, not just list your programs.  Even more than that, the last thing you want to do is stumble because you have created a mission statement that is so long and clunky, you can't remember it yourself. 

If your current mission statement doesn’t roll off the tongue or make people say, “Tell me more!”—no worries. I've got you! 

 Let’s walk through a simple, powerful process that will help you create (or refine) a mission statement that will truly ignite your voice.

Why a Short Mission Statement Matters

Your mission statement should be less than 20 words. Ideally, you’re hitting that sweet spot between 10–15 words.

I know—you’re doing so much good work, how can you possibly fit it all in one sentence?

The truth is, the best mission statements are short and strategic. They don't say everything, but they say the right thing.

Let’s look at a couple of rock-solid examples:

Company: TED (Technology Education and Design): 

Mission statement: “Spread ideas."

Two words. That’s it.
But it implies who they serve (creative, innovative thinkers), why they exist (to share ideas), and how they do it (through talks, media, and education).
It’s powerful because it’s clear—and curiosity-building.

Organization:  charity: water

Mission statement:  “Bringing clean and safe drinking water to people in developing countries.”

Straightforward, no fluff. But we know the what, who, and why. And we’re left wanting to help. You don’t need a clever acronym or decades of recognition to have a mission that resonates.  You just need clarity.

Start Here: The 3 Core Questions

To write a mission statement that lands, answer these three questions:

1. Who do you serve?
   
   

2. Why do you exist?
   
   

3. How do you serve them?
   
   

Let’s practice together with a sample scenario.

Example: Your Nonprofit Supports Young Parents

You help parents aged 18–24 by providing vocational training, job placement, career coaching, and resume help.
The goal? Helping them achieve stable employment and build a life for their families—no matter their educational background.

Now let’s put that through the framework:

• Who do you serve? Young adults with children
  
  

• Why do you exist? To help them find jobs
  
  

• How do you serve them? Vocational training, coaching, placement
  
  

A strong mission statement from this could be:
 “Connecting young families to job opportunities that lead to a supportable future.”

Simple. Empowering. Effective. ✅

Try This Mission Mapping Exercise

Grab a notebook or download my free Mission Statement Exercise Worksheet to work through this with your team.

Step 1: List the clients your organization serves.
 Step 2: List the action verbs—what you do for them.
 Step 3: Define the outcome. What transformation happens because of your work?
 Step 4: Think about your audience. Who needs to understand and believe in your mission?
 Step 5: Craft 1–2 sentence drafts and test them!

Pro tip: Don’t do this alone. Invite your team, board, volunteers—even clients—to weigh in. Collaboration brings clarity.

Share Your Mission in the Comments

Did this blog help you think differently about your mission statement?
Drop your draft in the comments—I’d love to read it and cheer you on.

Remember: your mission statement is more than a sentence—it’s your nonprofit’s heartbeat.
Let’s make sure it’s strong, clear, and heard.

Get your free worksheet to walk through this exercise with your team.
And don’t forget to share this post with another nonprofit leader who could use a little clarity and confidence, too.

Until next time—keep showing up, keep speaking out, and always… Ignite Your Voice! 

--- Nikki Joy :)