Putting Purpose into Words

As discussed in the module, Narrative Stories, ideally an organizational purpose doesn't just live in a statement on your website. Purpose is most powerfully expressed through narratives, both grand and everyday. However, your purpose is so powerful that it should ooze out of every pore, including your website. Afterall, your purpose communicates the why behind your work.

Only a handful of Canadian philanthropic foundations have specific statements of purpose, separate from their vision, mission, and values. Many more express an implicit purpose within or beyond these statements.

Because purpose addresses the why behind your organization's work, "why?" is a helpful question to ask when evaluating any words that attempt to get at purpose.

Eventually, by asking "why?" enough, we should arrive at core beliefs and values that are specific enough to be distinguished from what any other organization might believe and hold dear.

Let's have a look at some language from Canadian philanthropic foundation websites, including community foundations and other kinds of foundations.

Take note of which feel most clear, powerful, and inspiring, versus those that seem too vague, broad, or bland.

Many more foundations have language that directly or partly addresses the question of purpose. Here are some samples:

None of these sentences were preceeded by the word purpose, but all of them get at a sense of purpose:

Many of the statements above stand out in a scan of the "Who We Are" pages of Canadian philanthropic foundations. When it comes to community foundations in particular, much of the language on these pages is barely distinguishable from one website to the next.

Community foundations understand their purpose as being synonymous with that of any other community foundation. What does that purpose sound like?

Here are some common formulations for why a community foundation exists:

• 
  To provide the opportunity to make lasting charitable donations to enhance the community over the long term
• 
  To connect people to causes that matter
• 
  To express passion for community by helping to build vibrancy, health, and resiliency in community

Perhaps the most rhetorically powerful statements of purpose are bold; but as with brand, purpose will ultimately fall flat if it isn't based on values, motivations, and a view of the world that is deeply felt throughout the organization, and resonates with stakeholders. If the purpose is uninspiring or bolder than the organization that espouses it, it surely won't be lived in every aspect of the work.

For example, if an organization chooses a purpose that is about innovation and systems change, but has a very risk-averse, performance and service-oriented culture, that will likely prove an ill fit that produces more tension than motivation. Thus, a purpose should only be as original (or daring, or political, or focused) as you are, as an organization.

• 
  But why?

  Purpose addresses the why behind your organization's work.

Experiences & Observations

What do you notice? Which foundations describe their purpose in terms of means (e.g raising funds, engaging stakeholders) and which foundations describe their purpose in terms of ends (e.g preserving the land)? In each case, whose interests are explicitly named? Whose interests are implied? Whose interests are left out?

Reactions & Impressions

How do you personally respond to the use of less specific, anodyne language (e.g positive change, betterment, improvement) versus direct, bold language (e.g putting the needs of our land first)? What about language that is more abstrace ("just" or "pluralist" society,) versus more concrete ("nurturing constructive dialogue")?

Questions & Hunches to test

Have a look at the website of a foundation you are close to and look for language that gets at purpose. How does it compare with what you have read? How does it sit with you personally?