Have a Clear Purpose!
- Tom Iselin
- Jun 20, 2023
- 4 min read
Updated: Dec 17, 2025
Have a Clear Purpose!
This video and blog focuses on one of the most important tactics for building authentic passion: defining a clear sense of purpose through your mission statement, vision statement, and statement of purpose.
Today, I want to build on that foundation by introducing another critical tactic: a clear sense of purpose.
Commitment Without Direction Isn’t Enough
Let’s assume your board and staff are committed and motivated to fulfilling your mission. That’s great.
But committed to what, exactly?
What work should they be focused on?
What guides their decisions?
What keeps everyone aligned when tough choices need to be made?
High-performing nonprofits know where they are going, what they are trying to accomplish, why it matters, and how they intend to get there.
That clarity is what I call a clear sense of purpose—and it provides the backdrop for every meaningful decision and action.
The Core Documents That Define Purpose
There are three foundational documents every nonprofit must develop to establish a clear sense of purpose:
A mission statement
A vision statement
A statement of purpose
Embedded within these documents are your guiding principles and core values. Together, they create a unifying purpose that channels and propels commitment and passion across your organization.
They also establish standards by which you can measure efficiency, effectiveness, and alignment.
Purpose Must Be Operationalized
Purpose can’t live only at the organizational level.
Two additional tools are essential for translating purpose into action:
Clear job descriptions for staff
A defined roles and responsibilities document for board members
Well-written job descriptions clearly outline what is expected of staff and give them a tangible sense of purpose through their daily work.
Similarly, a strong board roles and responsibilities document defines expectations and accountability for board members. I’ll cover how to build a best-in-class version of this document in a future episode.
Align Everything to Purpose
Once these documents are in place, don’t hang them on the wall and admire them.
Use them.
Their content and intent should drive and shape:
Bylaws
Strategic plans
Corporate policies
Marketing and messaging
Program design
Fundraising strategies
Performance measurement
Everything your nonprofit says and does should trace back to these guiding documents.
Asking the Right Alignment Questions
Purpose-driven nonprofits regularly ask questions like:
Do our program outcomes align with our mission?
Are our fundraising tactics aligned with our case for support?
Do volunteers understand the values behind our vision?
Are board members being held accountable for their obligations?
These questions keep passion rooted in action.
Why Purpose Fuels Authentic Passion
Think about it.
How can you expect people to be authentically passionate about your vision if they don’t understand it? How can they fulfill your mission if they don’t believe in it? How can they raise money if they can’t articulate a compelling case for support? How can you plan for the future if you don’t know where you’re going? How can people be held accountable if expectations are unclear?
They can’t.
Authentic passion requires clarity.
Takeaways
To move from lip service passion to authentic passion:
Define a clear sense of purpose
Anchor purpose in mission, vision, and values
Translate purpose into roles and responsibilities
Align every system and decision to that purpose
Use purpose as a tool for accountability
Clarity fuels commitment.
Summary
If you want to build an authentically passionate culture—a true “Do Something” culture—you must first lay a solid foundation of purpose.
Define who you are.Clarify where you’re going.Specify who should be doing what.
First things first.
When purpose is clear, authentic passion follows—and your nonprofit gains the focus and momentum it needs to truly fulfill its mission.
Tom Iselin
“One of America’s Best Board Retreat and Strategic Planning Facilitators”
Additional Resources:
Articles
Tom's Books, Podcasts, and YouTube Channel
About the Author
Tom Iselin is recognized as one of America’s leading authorities on high-performance nonprofits. He has built nine sector-leading nonprofits and two software companies, written six books, sits on multiple boards, and has been rated one of America’s Best Board Retreat and Strategic Planning Facilitators. His work on nonprofit strategy, board leadership, and culture has been featured on CNN, Nightline, and in Newsweek.
Tom is the president of First Things First, a firm specializing in board retreats, strategic planning services, fundraising strategy, and executive coaching for nonprofit CEOs.
Board Retreats & Strategic Planning
If you’re looking for a board retreat facilitator or strategic planning facilitator who has been in the trenches and understands real-world nonprofit challenges, Tom can help your board gain clarity, build alignment, and create an actionable plan that improves performance and impact. His sessions propel organizations to the next level of performance and impact . . . and they're fun!
Board Retreats and Strategic Planning Services:
858.888.2278
