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of A&D Alumni Association Mission Statement Success Story
The New York City special school, the
High School of Art & Design, has been in existence for over 75 years. Its
alumni are numerous and include many famous artists and designers. However,
its alumni association was not drawing in new members regardless of the
programs offered. What was needed was a mission statement that could inspire
commitment and motivate support on the part of people (alumni and other
interested individuals) who share the Association's concerns.
Readers of the mission statement
would come from diverse cohorts. Some would be alumni, others not alumni
would be those who supported the schoolís goal of a good art education. They
would want to know what the association does, its purpose, how it serves the
community of current students, and the role each could play in keeping the
school a vital part of the educational system. It had to concisely express
the core or unique essence of this organization.
Working with the president, an alumni and a member for over 10 years,
talking to other alumni members, and asking questions about make up and goals
of the potential readers of the statement, I created a well crafted, high
impact mission statement that clarified the associationís identity and
direction and could be used as an effective marketing tool.
The mission statement was included in all correspondence to the
membership, to potential members, and to those wishing to support the school
and the Associationís efforts. A flyer for fundraising was created with the
mission statement playing an important part in the request for support. The
statement was also posted on the website. These efforts resulted in numerous
inquiries about joining the organization and donating to the school.