Here’s a short story that nonprofit executive directors know all too well…
Samantha, a dedicated executive director of a nonprofit organization, was known for her unwavering commitment to her organization’s mission of providing education to underprivileged children.
One day, Samantha's team proposed a new initiative to offer extracurricular activities to the children they served, aiming to enrich their lives beyond academics. Eager to make a difference, Samantha agreed. Before she knew it, they were also providing meals, healthcare, and even job training for the parents.
As the organization expanded its scope, Samantha realized that they were straying far from their initial mission. The budget was stretched thin, and the core educational programs suffered.
Samantha found herself entangled in a web of mission creep.
She had to step back and refocus the organization on its original mission. It was a valuable lesson, a reminder that sometimes, even the most well-intentioned leaders can unintentionally drift from their core purpose.
In this article, we'll explore what mission creep is, why it happens, and ways to manage it.
What is Mission Creep for Nonprofits?
Mission creep refers to the gradual change in the focus of an organization from its original mission to other areas that may not be aligned with its core values. Sometimes this is referenced as mission drift.
When mission creep occurs, nonprofits often lose sight of their original mission, and what they stand for, which can lead to a lack of focus, misguided decisions, and even dysfunctional work environments. However, it doesn’t always have to be negative, and nonprofits may benefit from expanding their mission after careful consideration.
Why Does Mission Creep Happen?
There are several reasons why mission creep happens. One of the main reasons is a lack of clarity around the original mission. When nonprofits do not have a clear understanding of their purpose, it becomes easier to get sidetracked and focus on other things.
Mission creep can also happen when nonprofits experience rapid growth or when they get involved in areas that are outside their expertise or experience. Other reasons for mission creep include a change in leadership, a shift in donor expectations, and the desire to diversify revenue streams.
We’ve also seen mission creep happen when nonprofits “go where the money is.” For example, you may be interested in pursuing funding in the form of government or foundation grants that are being offered for programs or services that shift your focus away from your core mission. While it might seem tempting to pursue funding sources or activities that offer substantial financial rewards, this approach can have detrimental consequences. You should prioritize your mission and focus on your core objectives rather than solely pursuing financial gain.
Can Mission Creep Be Beneficial?
Mission creep doesn’t always have to be a bad thing. Whether mission creep is necessary for a nonprofit depends on various factors and should be carefully considered. Here are some situations in which mission creep might be acceptable or even beneficial:
Evolving Needs: If the organization's mission was designed to address a specific issue, and over time, the needs of the community or the world have evolved, it may be appropriate to expand the mission to meet these changing needs. Nonprofits should be flexible and responsive to the needs they aim to address. This is especially true for marginalized groups, as referenced in this article from Vu Le, which states,” Many organizations led by communities of color and other marginalized communities don’t have the luxury to focus on one thing. What may seem like mission creep is just us responding to interconnected needs our constituents have indicated we should focus on.”
Strategic Growth: Nonprofits may consider mission expansion as part of a deliberate, strategic growth plan. For example, if your organization has successfully addressed one aspect of a larger social issue, you may decide to broaden your mission to tackle related issues within the same cause area.
Collaboration: Collaborating with other nonprofits or organizations can lead to mission expansion. This can be beneficial if the collaboration allows for more comprehensive or efficient solutions to shared problems.
Donor and Stakeholder Support: If key donors, stakeholders, and the board of directors are in favor of mission expansion and believe it will have a positive impact, it can be a sign that mission creep is acceptable.
Expertise and Capacity: Nonprofits should assess their expertise, resources, and capacity to ensure they can effectively address a broader mission. Expanding too quickly or without the necessary capacity can lead to problems.
Evaluating Risks: Consider potential risks associated with mission creep, such as dilution of focus, confusion among supporters, or loss of funding. Develop strategies to mitigate these risks.
It's important to note that mission expansion should be undertaken with careful planning. Nonprofits should continually assess their impact and mission to ensure they are staying true to their objectives and effectively addressing the needs of their beneficiaries and communities.
Why You Should Manage Mission Creep
Managing mission creep can be crucial for the success and sustainability of your nonprofit.
Here are several reasons why nonprofit executive directors should be vigilant in reviewing and managing mission creep:
Focused Impact: Staying true to your organization's mission allows you to concentrate your resources, time, and energy on achieving a specific set of goals. This focused approach increases the likelihood of making a meaningful and measurable impact in your chosen area.
Accountability and Transparency: Nonprofit organizations are held accountable by their donors, supporters, and the public. When you adhere to your mission, it's easier to demonstrate accountability and transparency, as stakeholders can clearly see how their resources are being used to fulfill the organization's intended purpose.
Stakeholder Trust: Donors and stakeholders support nonprofit organizations based on their alignment with a particular mission or cause. Deviating from your mission can erode their trust, making it more challenging to secure funding and support in the future.
Brand Consistency: Consistency in your organization's mission and brand is important for recognition and credibility. A clear and consistent mission statement helps define your brand and allows people to identify with and support your cause.
Organizational Efficiency: Focusing on your core mission generally leads to better operational efficiency. It enables your organization to allocate resources more effectively, make strategic decisions, and streamline operations.
Impact Measurement: Staying true to your mission facilitates the measurement of your impact and outcomes. When your efforts are concentrated on a specific set of goals, it's easier to assess your progress and effectiveness in achieving those goals.
Sustainability: Organizations that experience mission creep may find it challenging to sustain themselves over the long term. A lack of focus can lead to resource drain and difficulties in maintaining support and relevance.
By managing mission creep, your nonprofit can remain focused, effective, and true to its original purpose, which ultimately benefits the causes and communities you serve.
How Can Executive Directors Manage Mission Creep?
Managing mission creep requires effort from executive directors and board members. Here are some tips that can help:
Develop clarity around the organization's mission: The first step in managing mission creep is to understand the original mission. Executive directors and board members must have a clear understanding of what their organization stands for, what it aims to achieve, and the principles that guide its work.
Create a mission statement: Once the mission is clear, your organization should develop a mission statement or revisit your previous mission statement to determine if edits should be made. The mission statement should be a concise summary of the organization's purpose. It should be clear, inspiring, and communicate the essence of your organization's core values.
Communicate the mission statement: Once the mission statement is developed, it’s essential to communicate it effectively. Share it with board members, staff, volunteers, and donors, and make sure everyone understands its importance.
Remain accountable: Executive directors should remain accountable to the mission by creating and executing a strategic plan. Regular reviews should be conducted to ensure that your organization is on track and the work being done aligns with your plan, and ultimately, your mission.
Find the right software tools: Strategic planning software can be a valuable tool for nonprofit executive directors in managing mission creep by providing structure, organization, and clarity in the strategic planning process. Our software, Causey, provides a way for nonprofits to set clear goals, track progress, collaborate, and analyze data. It acts as a digital compass, helping you navigate the nonprofit landscape and maintain a strong commitment to your core mission while avoiding the pitfalls of mission creep.
Mission creep can happen to any nonprofit. However, it can be managed with a sustained effort. Leaders must develop a clear understanding of your original mission, create a mission statement, and communicate it effectively. Remaining accountable and following a strategic plan ensures that your organization stays focused on your vision and principles.
Lastly, it is vital to examine the plan periodically to ensure that the organization continues to operate in the right direction. By doing these things, you can maintain your focus, remain impactful, and continue to make a positive difference in the world.