This post was refreshed on 4/3/2020 to include new examples and tips.
Mission and vision statements capture the essence of your organization’s beliefs and values and define its place in the world. A vision statement explains the overall goal of your organization looking into the future, while the mission statement outlines the present plan to realize the vision.
Well-crafted mission and vision statements can inspire people to engage with your organization and deserve a well-thought-out place on your website. While the mission and/or vision statement may show up in other places on the site, it’s a good idea to give the two a home of their own where visitors can learn more in depth about what the current and future goals are for your nonprofit. Aside from noting each statement, use this opportunity to explain how your work is moving toward your mission and vision and teasing the impact you’ve had so far.
Consider designing your mission and vision page in a way that draws visitors in and makes it both easy and interesting to learn about the foundation your organization is built upon. Make your page stand out with photos showcasing how you serve your community. Or, create a video that tells viewers what drives your nonprofit and why you do what you do everyday.
Mission and Vision Pages
If you’re looking for inspiration, here are 10 examples of nonprofits with well-designed, compelling mission and vision pages.
Center for Community Change
Center for Community Change includes a prominent infographic on their mission page to present their goals in an eye-catching way. It’s accompanied by a more traditional text description, which is great for accessibility.
Special Olympics’ mission of empowering children and adults with intellectual disabilities by providing opportunities for them to develop physical fitness and confidence is clearly communicated through their Mission page. We applaud their use of video, a great way to call attention to their purpose in an easy-to-grasp way.
Love 146’s mission page offers a simple yet captivating design, allowing you to quickly gain understanding of who they are. The page features a captivating photo of two young children alone in the street, clinging to each other with hearts for footprints. This powerful photo connects with their mission and values, setting the stage for you to learn more about how they work to accomplish their mission. As you scroll down, buttons point you to recommended reading to learn more about them.
The Trevor Project
While The Trevor Project doesn’t include epic photos on their mission page, they certainly know how to grab your attention with typography. These bold headings and bright colors (accompanied by a refreshing amount of white-space) make their mission and vision page easy to navigate and intriguing to look at.
Bright Pink’s mission page not only includes their vision, but also their strategy, approach, and values. Their mission and vision are front and center with examples, giving you a clear picture of what the organization does. But aside from that, their choice of photo and the fun, optimistic tone they adopt through the content matches their message and audience of young women. Wrapping up the page with the story and quote from their founder was a nice touch to give their values and approach context.
Core Knowledge gives readers a chance to get to know them through images and well-crafted text. They go further than simply listing out each statement and are able to explain their vision and connect it to their overall approach to education. And it doesn’t hurt that they follow formatting best practices in the process.
Partners in Health
Partners in Health (PIH) opens their page with one succinctly powerful line:
“We go. We make house calls. We build health systems. We stay.”
They then go into more detail through the rest of the page, complete with relevant calls to action in the sidebar of the page. By giving viewers a direct line to donate or sign up for the e-newsletter, PIH has a higher chance of engagement.
We love the photo on KIF1A.ORG’s mission and vision page. It connects to a site-wide theme that children with KIF1A disorders are superheros. They take their inclusivity a step further with Google Translate in the sidebar, connecting with their claim to be a global nonprofit. Through simple details, the organization is able to prove they’re cohesive and solidified in their beliefs.
Mission and History Pages
Some organizations choose to combine their Mission and History on one page to connect their past to their purpose for the future. This method can show potential supporters why your nonprofit was founded in the first place and what impact the past is making on your future.
Main Agricultural Land Trust
The first thing you see on Main Agricultural Land Trust’s (MALT) Mission and History page is the farmland they fight for. Directly underneath the photo, MALT shares about the history of their organization, backing it up with statistics. The first line says it all:
“Across the country, we lose a staggering 175 acres of farmland every hour. But here in Marin, we’re writing a different story.”
By combining their history and mission pages, MALT gives a cohesive picture of who they are and why they fight for farmland.
Mission and Values Pages
Mission and Values pages share the belief system of an organization, providing insight into how they are working toward their mission. This approach is ideal for organizations who live and breathe by a value system that connects back to their mission and vision.
American Red Cross
The fact that an organization as large as the American Red Cross was able to condense their mission and values into one page is quite the feat. They set the page up nicely by featuring a new and old photo side-by-side to establish their long history without using even one word.
Are you feeling inspired to breathe new life into your mission and vision page? Good! Such an important page deserves to not only say something great, but look great as well.
Do you have other organizations in mind that have awesome mission and vision pages? Do you have any questions about improving your nonprofit’s page? Tell us in the comments below.