Mission Drift

A mission is a clear, concise statement that defines an organisation’s core purpose, who it serves, and the impact it seeks to achieve. An organisational mission is essential, regardless of size or sector. It acts as a compass, guiding decision-making and helping stakeholders (such as the Board, staff, clients, and the broader community) understand the organisation’s reason for being and long-term aims. Sometimes however, organisations can experience Mission Drift.

Why is Mission Drift a risk?

Not-for-profits often rely on diverse funding streams including grants, sponsorships, and partnerships to remain viable. However, it’s likely each funder has unique priorities, objectives and reporting requirements. This can create pressure to ‘follow the money,’ which can lead to:

• Program overreach: Adding initiatives that don’t align with your mission
• Resource fragmentation: Spreading staff and funds too thin
• Stakeholder confusion: Mixed messaging about what your organisation stands for
• Loss of trust: Partners, beneficiaries, stakeholders and staff may question your authenticity and commitment to your mission.

An example of mission drift

Picasso Disaster Relief’s mission is: "To provide rapid emergency relief, including food, water, and essential supplies, to communities affected by natural disasters, ensuring immediate safety and survival."

Picasso Disaster Relief set out to provide emergency food and water after a cyclone. However, as they worked in the region, they saw that the lack of healthcare facilities was slowing recovery and leaving the community vulnerable to future crises. They were encouraged by a funder to build a permanent healthcare facility. While this effort was well intentioned, it diverted resources away from the original emergency relief mission.

Six months later, another cyclone hit the area. Unfortunately, the organisation was under-resourced due to its focus on healthcare facilities, and provision of emergency relief was much slower than usual. This led to community frustration, distress and distrust in the organisation.

Strategies to avoid mission drift

1. Communicate and celebrate your mission: Display your mission in your office, board meetings, staff newsletter, and alongside decision-making processes. Make sure you regularly use it as a filter for evaluating new opportunities.
2. Develop and embed a strategic plan: Your strategic plan is the map that will direct you towards your mission (your destination). Refer to it when considering new programs or partnerships. Will this funding opportunity/project move you in the right direction? If an opportunity doesn’t fit, it may not be the right one for your organisation -even if the funding is tempting.
3. Create a mission-alignment checklist: Before applying for funding or launching a new initiative, ask: Does this align with our mission and values? Do we have the capacity to deliver without compromising core programs? Will this confuse or clarify our role in the community?
4. Strengthen governance oversight: Your Board is responsible for safeguarding your mission. Their role is to question decisions that could lead to mission drift, but they can only do this effectively if they have the right information. Make sure your CEO (or leadership team) provides clear updates and assurance so the Board can review mission alignment during meetings and raise concerns when needed.
5. Diversify funding streams and communicate openly with funders: Seek funders whose priorities, values and purpose align with your mission and build a diversified revenue strategy. This could include donations, grants, sponsorship and/or earned income (e.g. fee for service). Explain your mission clearly to your funders and show how your project outcomes fit with it. If your priorities don’t fully match your funders, talk to them about finding common ground. This can be hard, especially when funding is tied to a larger contract or ongoing agreement, but having the conversation helps protect your mission and values. The aim isn’t to turn down funding; it is to work together so your programs stay true to what you stand for and continue delivering strong, meaningful outcomes for your community. Showing alignment with community needs will make negotiations easier, while also maintaining trust with funders and the people you serve.
6. Review your mission at intervals: It is important to note that your mission can change over time, evolving as your organisation grows and client needs change. Schedule periodic reviews to ensure it remains relevant, aligned with your goals, and responsive to emerging priorities. A mission review is especially valuable when developing a new strategic plan.

Oops, I think we have drifted – what do I do now?

First things first: don’t panic. Here’s are a few steps to help get back on track:

1. Audit your activities: Compare your programs, services and funding sources to your mission, and identify anything that doesn’t fit.
2. Refocus your strategy: Update your strategic plan and link your strategic goals to your mission. Phase out activities that don’t align with your mission.
3. Reinforce governance and communicate: Make mission checks part of Board decisions. Share your mission widely, embedding it in your policies, communications, and culture.