Mission - strategic goals and operational objectives

An example mission statement, and set of strategic goals and operational objectives

Mission statement

A mission statement is a brief declaration of an organisation's purpose and values - the reason why it exists. The mission does not say much about what an organisation will do, or how or when it will do it. Rather, they are long-term statements of intent deriving from the vision that originally inspired the organisation.

Strategic goals

Strategic goals set out the direction of the organisation; they are a statement of its priorities in the medium to long term. Everything the organisation does should be related back to a strategic goal.

Operational objectives

Operational objectives are detailed, costed and timed plans of what the organisation will do to meet each strategic goal. They set out a work plan for the organisation, typically over a twelve-month period.

Example: The Toxoplasmosis Trust

Vision

Our vision is to reduce substantially the incidence and effect of toxoplasmosis (an infection harmful to the unborn child) and ultimately to eradicate congenital toxoplasmosis in the UK.

Strategic goals

To raise awareness of toxoplasmosis
To support people affected by toxoplasmosis
To campaign to raise the profile of toxoplasmosis amongst government, health carers and the public
To ensure better prevention and management of toxoplasmosis
Have a presence in each major city in the UK
Influence policy formulation by and within major organisations and institutions affecting young people
Network with other organisations providing high quality youth work
Increase our annual membership numbers

Operational objectives