They should be.
Charities should be working to make themselves irrelevant. Not-for-profits exist to meet a need and to solve a problem. And the objective of a great fundraiser should be to inspire the public, foundations, governments and philanthropists to help them achieve that goal.
Why don’t more charities speak about ending the problems they exist to solve?Why are so many vision statements un-Visionary?
In this post I want to celebrate the organisations with Great visions and campaign objectives.
This list is not exhaustive and there are many more fantastic examples from around the world. Here are some of the ones I’ve found recently.
In no specific order:
Save the Children, UK. Save the Children has its mission in its name, but they felt they could do better with this campaign.
Launch Housing, Australia. Launch Housing in Melbourne is unapologetic about its mission.
The Fred Hollows Foundation, Australia & New Zealand. Fred Hollows is very clear and direct about its aims.
unicef, International. Absolute adjectives like ‘Every’, ‘All’, ‘End’, ‘Cure’, ‘Beat’ etc – are engaging.
IGN, International. The Iodine Global Network is tasked with ‘sustainable elimination’ of iodine deficiency.
Feeding America, USA. Putting the donor in the statement of their vision makes this message powerful.
Alzheimer’s Research UK.
Salvation Army, Canada. Clear and well articulated goal: End poverty in Canada.
NSPCC, UK. One of the most effective not-for-profit campaigns ever.
Make Poverty History campaign – Action Against Poverty, International.
Cancer Research UK. The use of the word ‘will’ sets this statement apart from other cancer research organisations.
Cystic Fibrosis, UK. 50th birthday no party campaign.
Help the Aged, UK. Now known as Age UK, Help the Aged produced powerful campaign messages to motivate people to help end something that most people don’t even know about.