What Is Mission Creep? (And How to Avoid It)

Picture this: your nonprofit organization starts out with a clear mission to provide shelter and support for homeless individuals. But over time, you begin to expand their programs to include job training, addiction recovery, and other services that are not directly related to your core mission.

You get overwhelmed with all the services that you now offer. You are short-staffed. You are inundated with requests. Your already tight budget has become even tighter. You’re already struggling with meeting your goals, and now, you’re practically missing them all. 🤯

Sounds familiar?

This is what we call mission creep, and it can be a real problem for nonprofits. When organizations lose sight of their original goals and get involved in activities outside of their core mission, they can end up wasting resources, reducing their impact, and damaging their reputation. That's why it's important for nonprofits to be aware of the causes and effects of mission creep, and to take steps to prevent it. In this article, we explore some strategies that nonprofits can use to stay focused on their mission and avoid the dreaded mission creep.

What Is Mission Creep?

What exactly is mission creep?

As we mentioned earlier, it happens when an organization—nonprofit or for-profit—deviates from its original goal. This results in engaging in activities outside the scope of its core mission. It may be caused by a range of internal and external factors, such as changes in leadership or organizational culture, external pressures, or shifting circumstances.

Mission creep can happen to anyone, and the awful thing about it is that it doesn’t occur overnight. It starts small and then snowballs…before you know it, you drown in the little “added value” services you’ve added.

Talk about creep—in more ways than one!

Causes of Mission Creep

Nonprofit organizations are particularly vulnerable to mission creep, given the diversity of stakeholders and the complexity of their operating environments. Some of the main causes of mission creep in nonprofits include the following.

Lack of clarity in the mission statement

Having a clear and concise mission statement is critical for a nonprofit organization to stay focused and aligned with its original goals and objectives. A lack of clarity in the mission statement can lead to confusion about what the organization is trying to achieve and how it intends to achieve it. Start from the beginning and be specific when selecting your nonprofit’s cause.

For example, if a nonprofit's mission statement is overly broad or vague, it may not provide clear guidance on what activities the organization should or should not engage in. This can result in staff, volunteers, and donors having different interpretations of the organization's mission and taking on activities that are not aligned with its core mission.

Additionally, a lack of clarity in the mission statement can make it difficult for the organization to prioritize its activities and allocate its resources effectively. Without a clear understanding of the organization's core mission, staff, and volunteers may become overwhelmed with too many initiatives, diluting the organization's effectiveness and impact.

Donor pressures and expectations

Donors play a critical role in the success of nonprofit organizations, as they provide the funding necessary to support the organization's programs and services. However, donor expectations can sometimes be misaligned with the organization's mission, leading to pressure to expand programs or services that are outside the scope of the organization's core mission. For example, if a donor provides funding for a specific program, they may expect the organization to prioritize that program over other initiatives, even if it is not aligned with the organization's core mission.

Read: The Best Online Donation Platforms for Nonprofits

Competition for funding among nonprofits can also drive donor pressure to expand programs or services. In fact, the number one reason nonprofits experience mission creep is the lack of resources. No money. So, they end up chasing the dollar, expanding their activities or services to attract more donors—even if it is not aligned with their core mission. Say hello to mission creep, as the organization takes on initiatives that are outside the scope of its original goals and objectives.

Board and leadership turnover

Board and leadership turnover can have a significant impact on nonprofit organizations, as changes in leadership or board composition can lead to changes in the organization's direction or priorities. New leaders may bring different perspectives or priorities that can result in mission creep, as they may have different ideas about how the organization should allocate its resources or what programs or services it should offer. Without a clear understanding of the organization's core mission, including a fund development plan (super important!), new leaders may inadvertently lead the organization in a direction that is not aligned with predetermined goals and objectives.

Overambitious program expansion

Nonprofit organizations may become overambitious in expanding their programs or services to new areas without considering whether these new initiatives align with their core mission. It can be tempting, especially since nonprofit leaders truly have this passion to help the community. But this can lead to mission creep, as the organization may take on initiatives that are not aligned with its original goals and objectives. Overambitious program expansion can be driven by a desire to reach more people or to have a greater impact, but if these new initiatives do not align with the organization's core mission, they may detract from the organization's effectiveness and dilute its impact.

External or internal crises

External or internal crises can cause nonprofit organizations to lose focus on their core mission, resulting in a potential shift towards activities that are not aligned with their original goals and objectives. This can be due to a shift in priorities in response to the crisis, or simply due to a lack of resources and attention being directed toward the original mission.

For example, a nonprofit organization that focuses on providing aid to refugees may find itself diverted from its core mission if it becomes heavily involved in responding to a natural disaster, such as a hurricane or earthquake. While the disaster response effort may be important and necessary, it can cause the organization to lose focus on its original mission and start engaging in activities that are not aligned with its core values. This can result in the organization taking on projects or initiatives that may not have a long-term impact or be sustainable in the context of its original mission.

Effects of Mission Creep

We’ve mentioned the fact that mission creep has negative consequences on your organization. But exactly what does mission creep do to nonprofits?

Distracted mission focus

Mission creep results in a nonprofit becoming distracted from its core mission, which can lead to confusion among staff and volunteers about the organization's priorities and objectives. This can result in a lack of clarity and focus, which can make it difficult for the organization to achieve its goals and make progress toward its intended impact.

For example, a nonprofit that is focused on providing education to underprivileged children may start to engage in fundraising activities that are not directly related to its core mission. As a result, staff and volunteers may start to feel that their efforts are not making a meaningful impact, which can lead to a decline in morale and motivation. At the end of the day, the organization loses its way in terms of what they are supposed to do/achieve, and its impact on the community is decreased.

Misuse of resources

Because of having so many additional services, a nonprofit organization can misuse its resources, as it may allocate funding, staff time, and other resources toward initiatives or programs that are not aligned with its core mission. This can lead to wasted resources, reduced effectiveness, and a lack of accountability to stakeholders, including donors, partners, and the communities it serves.

Let’s say a nonprofit organization that is focused on providing healthcare services to low-income communities starts investing in a costly marketing campaign that is not directly related to its core mission. The organization may end up diverting significant resources towards this campaign, which could have been used to provide critical healthcare services. This can lead to a loss of trust and credibility among stakeholders, who may question the organization's priorities and effectiveness in achieving its intended impact. Additionally, misusing resources can also lead to:

‼️ Financial instability

‼️ Potential loss of funding

‼️ Potential loss of tax-exempt status (for misusing restricted funds allocated for specific program activities)

All this leads to further jeopardizing the organization's ability to achieve its mission.

Reduced impact and effectiveness

Because of all the additional activities, an organization may become spread too thin, with limited resources and attention directed toward its original mission. This can ultimately result in a lack of progress toward achieving its intended impact, which can have negative consequences for the organization, its stakeholders, and the communities it serves.

For instance, a nonprofit organization that is focused on providing educational resources to children in low-income communities may begin to expand its programs into other areas, such as healthcare or job training. While these programs may be important and beneficial to the community, they may not be directly aligned with the organization's original mission of providing educational resources. What happens then is that the staff (and volunteers) are overworked. The core programs may get less attention and funding and they become less effective.

Loss of stakeholder trust and support

Mission creep can harm a nonprofit organization's relationships with stakeholders. This can happen when stakeholders become disappointed with the organization's lack of focus and direction, which can lead to a loss of trust and support. Donors may be less likely to provide funding, and partners may be less willing to collaborate on initiatives if they perceive the organization as being unfocused or misaligned with its core mission.

Strategies for Preventing Mission Creep in Nonprofits

Let me pause and say this: Forgive me. I realize that all we’ve talked about so far is doom and gloom. But you know me! I am not going to leave you hanging.

I went through the difficult parts of mission creep because I have to. I want you to realize the dangers it poses to your organization. At this point, I hope that you really get that.

But now, let’s look at the bright side. Sure, mission creep can happen to anyone, but if you are aware of it and create strategies to prevent it, then you’re doing your job as a leader and protecting your nonprofit.

Develop and regularly revisit a clear mission statement

Developing and regularly revisiting a clear mission statement is one key strategy for preventing mission creep in nonprofit organizations. A well-crafted mission statement makes sure that everyone is clear about goals and objectives. It serves as a guiding framework for decision-making. Regularly revisiting and updating the mission statement helps ensure that the organization stays aligned with its core mission over time.

This is why it is critical that you get it right from the beginning. Check out my book on defining your nonprofit to start on the right foot.

Conduct regular program evaluations and impact assessments

Regular program evaluations and impact assessments are effective strategies for preventing mission creep. By doing this regularly, you can determine whether your programs and initiatives are aligned with your core mission and that you are achieving the intended impact. Regular evaluations and assessments can also help you identify areas for improvement and make adjustments as needed to ensure that you remain focused.

For example, if you provide education to underprivileged children, you might conduct regular evaluations of your programs to check whether they are truly reaching the intended beneficiaries and achieving their educational goals. By analyzing the impact of your programs, you can identify areas where you might be deviating from your core mission and make necessary adjustments to ensure that resources are being used effectively.

Establish and adhere to decision-making processes

By establishing clear criteria for evaluating new programs or initiatives, organizations can ensure that decisions are made in a consistent and disciplined manner. Having a clear set of rules or processes will help prevent the organization from engaging in activities that are not aligned with its core mission.

Let’s use the same example previously. You may establish criteria that require any new program or initiative to directly support your mission of improving access to quality education for underserved communities. This can include items such as:

Aligning with the organization's values and goals
Having a clear and measurable impact on education outcomes
Being feasible given the organization's available resources and capacity

Communicate transparently with donors and stakeholders

Transparency about the organization's goals, priorities, and decision-making processes gives donors and stakeholders confidence that their contributions are being used in activities that align with the organization's core mission. This builds and maintains trust, which is critical for the long-term sustainability and success of nonprofit organizations.

How do you communicate transparently? A simple example: regularly publish annual reports, financial statements, and program impact reports on its website, social media platforms, or through email newsletters.

Additionally, you can provide opportunities for donors and stakeholders to provide feedback and ask questions, further promoting accountability.

Build board and staff capacity for disciplined decision-making

Boards and staff members are responsible for making important decisions that can impact the organization's mission and goals. By building its capacity for disciplined decision-making, the organization can ensure that these decisions are aligned with its core mission and objectives.

One way to build capacity for disciplined decision-making is to provide training and support for board and staff members. This can include workshops and other training opportunities focused on decision-making processes, risk management, and strategic planning. By investing in their professional development, the organization can equip its board and staff members with the tools and knowledge they need to make informed and strategic decisions.

Check out my resources related to nonprofit boards here.

Encourage feedback and engagement from program beneficiaries and communities

Through feedback and engagement, nonprofits can gain a better understanding of the needs and priorities of the communities they serve. This information can help inform decision-making and program development, ensuring that the organization is focused on addressing the most pressing issues and making the greatest possible impact.

Additionally, engaging with program beneficiaries and communities builds trust and support for the organization. By demonstrating a commitment to listening and responding to feedback, nonprofits can build stronger relationships with stakeholders and foster a sense of ownership and investment in the organization's mission.

Finally, engaging with program beneficiaries and communities can also help identify potential issues or challenges that arise as the organization grows and evolves. By actively seeking input and feedback, nonprofits can identify areas for improvement and make adjustments as needed to ensure that they remain focused on their core mission and are best positioned to achieve their intended impact.

In our example, this could look like regularly engaging with teachers, students, and parents to understand their needs and challenges. This feedback can be used to inform program design and ensure that the organization is meeting the needs of its target population.

Say No to Mission Creep

To stay on track, nonprofits need to have clear communication and make sure everyone knows what their goals are. They also need good leaders who can manage things well. It's important for them to review their programs and activities regularly to make sure they still match their goals and priorities.

Furthermore, it is critical for nonprofits to build and maintain strong relationships with their stakeholders, including donors, board members, volunteers, and community partners. By cultivating a sense of shared purpose and commitment to the organization's mission, nonprofits can overcome the challenges of mission creep and stay focused on achieving their intended impact. With a clear vision, effective governance, and a culture of accountability and transparency, nonprofits can create lasting positive change in their communities and beyond.

Have you ever dealt with mission creep? Share your story!

What Is Mission Creep? (And How to Avoid It)

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What Is Mission Creep?