Answers the question, "What is our reason for existing?"
Defines the institution's reason for being, including what we do, whom we serve, and why.
The terms "purpose" and "mission" are often used synonymously.
A statement of mission defines an institution's highest purposes for existing. Effective statements of mission are direct, clear, and use as few words as possible. A statement of mission, in its most evolved and useful form, always contains a few memorable ideas that can be quickly recalled without having to remember the statement, verbatim.