Donovan Group Insights

Tell Everyone Who You Are

Every school needs a mission and a vision. They’re intrinsic to everything your school does, yet stakeholders don’t think about them very often. You have to make your mission and vision clear to the community—not just by stating them on the school’s website, but by exemplifying them in every piece of communication that reaches stakeholders.

Put the big picture in writing

Mission and vision statements are at the core of your school community. They inform your words, your actions and what you’re trying to accomplish. You probably have a general idea of what your school’s mission is. However, putting your mission in writing will allow you to clearly define it and get everyone on the same page. Same with your vision—the stakeholders in your school need to share a common goal.

To create mission and vision statements, you’ll need to think about the big picture. Ask yourself, “Who are we? What do we want to be known for? What do we want the future to look like?” Use the answers to create a short and concise statement that accurately describes your school community.

The last step is to put your mission and vision statements where people will see them. Post them on the website. Post them in the office. Post them in the lobby. Everyone should know who you are, what you do and why you do it.

Communicate with your mission in mind

Clearly stating your school’s mission and vision is definitely a good start. However, you don’t just want to state them—you want to bring them to life. In addition to writing mission and vision statements, take it a step further and incorporate them into your school’s communications with the public.

When you create outward-facing content, your school’s mission and vision should be at the forefront of your mind. Before releasing the content, ask questions like, “Does this message embody my school’s mission? How is this message contributing to my school’s vision for the future?” While not always stated explicitly, your school’s mission and vision should be present in all of your communication efforts.

Embracing your mission and vision is one of the best things you can do for your school. It’ll become a lot clearer what your school stands for, and the community will stand united by a common purpose. You know who you are—stakeholders need to know who you are, too!

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