It communicates your purpose, so should be action focused, succinct and emotionally engaging. And, it’s also the framework within which to create your strategy. Your mission is what you’re going to do and your strategy is your plan for how you will do that.

A compelling and inspiring description of the difference the organisation will make, e.g. ‘A world in which every child has access to clean water’. This is about your charity’s aspirations and what it hopes to achieve in the longer term; maybe many years into the future.