What is a vision statement, and why does your organization need one?

Nonprofit board members have many urgent and essential responsibilities. You may be surprised to know that creating and updating the organization’s vision statement is a vital function of board members. Far from being a formality or simply part of a marketing plan, the vision statement explains why the organization exists.

A vision statement serves as a north star for the board and leadership, guiding strategic planning, major decisions, and organizational priorities. While the mission statement explains what the organization does today, the vision statement paints a picture of what the organization ultimately wants to achieve. When the vision statement is in the foreground of board actions and decisions, it inspires and unites everyone in the organization and those associated with it. Here, you’ll discover the following:

• Vision statement definition
• What is the purpose of a vision statement, and why is it important?
• Vision vs. mission statement
• How to write a vision statement
• Vision statement examples from nonprofit and for-profit organizations
• How BoardEffect can support your efforts

What is a vision statement?

A vision statement is a written document that describes where an organization is going and what it will look like when it gets there.

The length of a business vision statement is not generally a consideration. It can be short, long or anywhere in between. The important thing is to write it clearly and thoughtfully. Why? Because it is a basis for everything a nonprofit does. For example, the board relies on the vision statement when making strategic plans and decisions. Moreover, the staff and volunteers also look to the vision statement for long-term direction, and donors will read it when deciding whether to support your nonprofit.

Because your board will be referring to your business vision statement often, be sure to store it with your nonprofit’s mission statement in your BoardEffect board management system so board members can refer to it as needed.

Why is a vision statement important?

The board of directors needs to understand the importance of creating a thoughtful vision statement, as it is at the heart of everything else they do.

A vision statement is meant to be shared. The vision communicates your organization’s value and commitment to achieving its goals.

Has your board considered the following reasons for taking sufficient time to create a meaningful vision statement?

• Provides a clear picture of the value your nonprofit gives to the community.
• Makes the contributions of your donors, staff, and volunteers more meaningful and inspires them.
• Helps attract and engage passionate, engaged people outside your regular networks.
• Clarifies the scope of your nonprofit’s work.
• Stands as a public commitment to following through on achieving your nonprofit’s goals.

What is strategic planning, and how does it relate to the vision?

“Strategic planning is a systematic process that helps effective leaders set an ambition for their business’s future and determine how best to achieve it,” according to Northern Ireland Business Info. The primary purpose of strategic planning is to connect the dots between the organization’s mission, vision and plan.

There are benefits for organizations setting short-term goals, such as the ability to break down larger goals, turning them into smaller and more manageable tasks. Setting long-term goals also provides benefits. 

The vision statement helps focus board members on the long-term goals of their organization. The UK Charity Commission outlines guidance for trustees to make sure charities act in a way that moves their organization closer to its intended mission as they execute their plans.

Trustees should:

• Understand the purpose of their organization as it is stated in their governing document
• Plan how best to serve the organization’s purpose to achieve the mission
• Be prepared to relate all activities back to the purpose

Vision vs. mission statement: What’s the difference?

While the two terms are closely related, there is a distinct difference between a vision and a mission statement. Each statement has a reason for existing and should not be used interchangeably.

The most notable difference between a vision and a mission statement is the timeframe — a vision statement reflects the hopes of the future, and the mission statement reflects what is happening now.

The mission statement defines the nonprofit’s purpose, and it reflects the original inspiration for the founding of the nonprofit. The length of mission statements varies from a short sentence to a few short sentences. A mission statement describes what the nonprofit is currently doing, who it serves and the benefits it provides.

Unlike a mission statement, which speaks to current programs and activities, a vision statement says where the nonprofit hopes to be when it fulfills its mission. Good vision statements are forward-thinking statements that reveal what the nonprofit hopes to see in the future through its work.

When it comes to a vision statement, it’s all about substance, not size. A good vision statement can be any length, but the best ones are short and succinct, easy to remember. Outlining various goals in the mission and vision statements can help determine which objectives will end up as short-term goals and which fall under long-term goals.

How to write a vision statement

Nonprofit board members should consider themselves visionary leaders who can communicate the nonprofit’s vision to others.

For that reason, nonprofit boards should use their planning time wisely and give the process of writing sufficient time to create a statement that is clear and inspiring.

In creating or updating your vision statement, your board may want to consider the following questions:

• What is our nonprofit’s true purpose?
• What do we hope our nonprofit can achieve?
• What are the core values that should be reflected in our vision statement?
• In what ways does the mission statement align with the core values of our nonprofit?
• How does the vision statement align with our culture?
• Will our strategic goals for the next five to 10 years enable our vision statement to come to fruition?

A strong vision statement has the following characteristics:

• Clear
• Concise
• Forward-thinking
• Broad
• Aligned with the nonprofit’s mission, core values and culture

Creating a compelling vision statement: Step-by-step

1. Assemble a team: Get input from outside the team. Ask for ideas from the founders, staff, volunteers, donors, and members of the community.
2. Be clear on the nonprofit’s purpose: Keep the nonprofit’s purpose at the center of your work. Write it in large letters and display it in your team’s work area.
3. Create a backward roadmap: Start at your end goal of what you want to see and start working backward toward the present. Next, write out detailed steps that create a timeline that takes you from the current time to 5-10 years in the future.
4. Make it concise: While it’s important to have an ambitious vision, the vision statement must be powerful, yet realistic. Narrow it down to a few sentences.
5. Get feedback and revise: A vision statement typically sounds awesome to the work team, but the first draft does not always translate as proficiently to others. Get feedback from others, consider it carefully, and revise it as necessary.

Best practices when writing a vision statement

1. Keep it brief (1-2 sentences). Short vision statements are easy to remember. If it’s too long, the impact is diluted.
2. Make it aspirational but achievable. The vision statement should be a stretch goal, but if it’s unattainable, it will discourage rather than inspire.
3. Use clear, jargon-free language. Don’t use your industry terms or specialized vocabulary. You want it be understood by the public.
4. Focus on outcomes, not methods
5. Write in present tense. Using future tense (we will) makes the statement feel distant. Present tense makes the goal feel real, actionable and immediate.
6. Make it memorable and inspiring. Both elements are part of a great vision statement and will make employees and the public rally for your cause.

Common mistakes to avoid when writing a vision statement

1. Avoid being too vague. A vision for world peace is an admirable goal indeed, but it doesn’t tell anyone your role in it. Be specific about your vision.
2. Avoid making it too lengthy. Shorter statements are more memorable and have a greater impact.
3. Avoid focusing on methods instead of outcomes. Vision statements should convey the goal of your organization, not how you plan to achieve those goals. Leave that for your mission statement.
4. Avoid using technical language. Leave that industry jargon out of it, so that more people will find it accessible.
5. Avoid being unrealistic. If your vision doesn’t seem attainable, it will discourage rather than encourage.

Examples of vision statements

We’ve compiled the following vision statement examples to inspire the creation of your own:

Nonprofit

1. Alzheimer’s Association: A world without Alzheimer’s and all other dementia.
2. Cross International: Vulnerable children, families, and communities transformed through Christ’s love.
3. Feed the Children: To create a world where no child goes to bed hungry.
4. Goodwill industries International: Every person has the opportunity to achieve his/her fullest potential and participate in and contribute to all aspects of life. Our vision is to transform lives and communities through the power of work.
5. Alzheimer’s Association: A world without Alzheimer’s and all other dementia.
6. Feed the Children: To create a world where no child goes to bed hungry.
7. Habitat for Humanity: A world where everyone has a decent place to live.
8. NAMI: NAMI envisions a world where all people affected by mental illness live healthy, fulfilling lives supported by a community that cares.
9. Oceana: Oceana seeks to make our oceans as rich, healthy, and abundant as they once were.

For-profit

1. American Express: Provide the world’s best customer experience every day.
2. Amazon: We strive to be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work.
3. Asana: To help humanity thrive by enabling the world’s teams to work together effortlessly.
4. Mary Kay: To be the company that best understands and satisfies the product, service and needs of women globally
5. Coca-Cola: Our vision is to craft the brands and choice of drinks that people love, refresh them in body & spirit. And done in ways that create a more sustainable business and better shared future that makes a difference in people’s lives, communities, and our planet.
6. Toyota Motor Corporation: To help build a better world, where every person is free to move and pursue their dreams.
7. Google: To provide access to the world’s information in one click.
8. IBM: To be the world’s most successful and important information technology company.
9. IKEA: To create a better everyday life for the many people.
10. LinkedIn: To create economic opportunity for every member of the global workforce.
11. Meta (Facebook):To bring the metaverse to life and help people connect, find communities, and grow businesses.
12. Nike: We see a world where everybody is an athlete — united in the joy of movement. Driven by our passion for sport and our instinct for innovation, we aim to bring inspiration to every athlete in the world and to make sport a daily habit.
13. Nvidia: To use accelerated computing and artificial intelligence (AI) to tackle challenges no one else can solve, transforming major industries and profoundly impacting society
14. Sony: Using our unlimited passion for technology, content, and services to deliver ground breaking new excitement and entertainment, as only Sony can.
15. Southwest Airlines: To be the world’s most loved, most efficient, and most profitable airline.
16. Tesla: To create a future of "sustainable abundance," where AI and robotics enable nearly free energy and universally accessible goods and services, reducing scarcity and pollution.

Healthcare

1. Roche: Staying at the forefront of changing healthcare and turning scientific advances into 'value' for patients.
2. Mayo Clinic: Transforming medicine to connect and cure as the global authority in the care of serious or complex disease.
3. UHS: Providing responsive, compassionate support to patients, families, providers and communities.

Education

1. Harvard College: Harvard College sets the standard for residential liberal arts and sciences education. We have committed to creating and sustaining the conditions that enable all Harvard College students to experience an unparalleled educational journey that is intellectually, socially, and personally transformative.
2. TED University: TED University aims to be inspiring and unique in providing a transforming and liberating educational experience; and produce knowledge and create solutions through interaction with the town and society.

Support is available when creating your vision statement

Board effectiveness reflects the board’s ability to deliver on its vision and achieve its goals. Good vision statements should be a central part of strategic planning for nonprofits. Because it guides all aspects of a company, boards should take their time in developing it.

To effectively oversee an organization, the board must understand its vision and purpose and regularly review them to ensure alignment with strategic direction and informed decision-making.

BoardEffect’s software solution can help boards with this essential work of vision-setting.

BoardEffect can:

• Centralize the vision and strategic plan in a secure, always‑current library so directors can find it fast, annotate, and revisit it during board cycles.
• Turn vision into year‑round execution with dashboards and workflows that keep strategic initiatives, compliance tasks and key actions on track between meetings.
• Anchor every meeting to the vision: streamline agendas, meeting books and action‑item tracking so discussions, decisions and follow‑ups explicitly map back to strategic goals.
• Measure progress and accountability with built‑in surveys and board self‑evaluations; track completion and analyze results to confirm the board’s work aligns with long‑term goals.
• Sustain strategic continuity through leadership changes by housing succession plans and vision‑aligned competencies in a secure portal with collaborative workflows and reporting.

To achieve governance best practices, book time with a BoardEffect Advisor to discuss current challenges and map out your organization’s path.

Vision statement FAQs

What is a vision statement?

A vision statement describes the future that an organization is working to create. It’s a clear, inspiring expression of what success looks like over the long term and the impact the organization hopes to have on its community or cause.

Put simply, what is the difference between a mission and vision statement?

The mission describes what you do now. The vision describes what success looks like in the future. A mission keeps an organization focused on its current work, while a vision inspires long-term direction and aspiration. Together, they ensure both focus and forward movement.

How often should a nonprofit review or update its vision statement?

Most nonprofits should review their vision statement every three to five years, or whenever the organization undergoes a significant change — such as a new strategic plan, leadership transition or shift in community needs. While a vision should be enduring, periodic review ensures it remains relevant and inspiring.

Can a nonprofit have multiple vision statements for different programs?

No. A nonprofit should have one unifying vision statement that reflects its overarching purpose and desired future impact. Individual programs may have goals or outcomes, but multiple vision statements can dilute focus and create confusion for boards, staff, business partners and others.

Should a vision statement be emotionally compelling or strictly practical?

An effective vision statement should be emotionally compelling and aspirational, while still being grounded in reality. It’s meant to inspire action, align stakeholders and motivate leadership, not function as an operational checklist. Practicality comes into play when translating the vision into strategy.

How long should a vision statement be, and does length affect clarity or impact?

Most vision statements are one sentence or a short paragraph. Brevity enhances clarity and memorability. A vision that is too long risks losing its emotional impact. One that is concise and focused is easier to communicate and champion across the organization and to members of the public.

What’s the role of staff and board members in developing a vision statement?

The board holds primary responsibility for defining and stewarding the vision, as it reflects long-term organizational direction. However, staff input is essential to ensure the vision is realistic, relevant and informed by experience. The strongest vision statements result from staff collaboration, with the board providing final approval.

Can a nonprofit vision statement be too ambitious?

Yes, if it becomes disconnected from reality. A strong vision should be aspirational but attainable. An impossible or vague statement can discourage rather than inspire. Boards should aim for a vision that stretches the organization while remaining aligned with its mission, capacity and community context.

Should a company have both a mission and a vision statement?

Yes. Nonprofit and for-profit organizations benefit from having both. The mission anchors the organization in its present work, while the vision provides a compelling picture of the future. Together, they form a strategic foundation that supports governance, planning and accountability.