It might sound redundant and unnecessary, but this couldn't be further from the truth. When an organization has a clearly defined Purpose, then all other aspects of the organization become easier to operate.
Purpose is composed of four parts:
Vision
A statement that summarizes why the community was started and what is the long term goal.
Values
A list of core values that your community stands for, making your organization unique.
Premise
What pain or problem does your community solve? Understanding your audience's needs is key.
Promise
What your community promises as an outcome when people interact with your organization.
Vision
Your community's "Vision" is a statement that summarizes why the community was started and what is the long term goal. You may mention how your community center is different than others in the area.
Values
This is a list of "values" that your community stands for. Each organization is different because the values of the organization might be different.
For example:
- For one community "Dedicated to a daily study of Torah" is the main value so that community will attract people who want to learn daily.
- Another community's value might be "Connecting our community with family-focused events" this will attract families who want to attend events.
Premise
To develop your "Premise" answer this question:
What pain or problem does our community solve?
To be able to answer this question, you really need to know who your ideal community members are. Ask yourself:
- What are popular age groups? Young families with little children? Middle-aged couples with grown children? Retired people?
- What is their financial and work status? Do they work full-time? Do they 'rent' or 'own' homes in the area?
- What is their observance level? What are their interests and concerns?
Promise
The "Promise" is what your community center promises as an "outcome" when people interact with your organization. What specific results and changes will community members and visitors experience as a result of being part of the community?
Action Steps
Organize a Meeting
Organize a meeting with the key people of your community center to develop your Purpose statements. The attendees can include board members, rabbis, and top volunteers. Ideally you should allocate 1 to 2 hours for this meeting.
Brainstorm & Document
During the meeting, brainstorm the 4 areas of your community's Purpose. The outcome of this meeting should be a long list of statements. It might not be perfect, but it will be a good start.
Create & Share
Create a document called "Our Community Purpose" with sections for Vision, Values, Premise and Promise. Ideally this document should be displayed in your community center and posted on your website. Keep in mind that it's ok to change it over time as you learn more about your community.
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