Some links on the subject:
Alliance for Nonprofit Management
Some thoughts on composing a Vision Statement:
(Note: The following is only slightly modified from timethoughts.com):
Summarize Your Vision in a Powerful Phrase:
If possible, try to summarize your vision using a powerful phrase in the first paragraph of your vision statement. Capturing the essence of your vision using a simple memorable phrase can greatly enhance the effectiveness of your vision statement. This phrase will serve as a trigger to the rest of the vision in the mind of everyone that reads it.
Microsoft Example: “A personal computer in every home running Microsoft software.”
This simple yet very powerful phrase can be used throughout the organization (hallways, internal web pages, plaques, etc.) to remind everyone of the vision.
Martin Luther King, Jr. Example: “I have a dream that one day this nation will rise up and live out the true meaning of it’s creed: We hold these truths to be self-evident: that men are created equal.”
This vision statement example is one of the most striking vision statement examples you might find. It is a vision statement that shows the power that can come from a strong and clear dream of the future. In fact, many people believe that for a leader to be great he must be able to create a vision statement of the future. A good vision statement example should conjure up a ‘picture’ of what an individual or a group has in mind and cause those that read it to ‘see’ the intended outcome. Martin Luther King, Jr. painted a stirring picture that inspired many people to change.
John F. Kennedy Example: “By the end of the decade, we will put a man on the moon.”
In this vision statement example, JFK’s vision for NASA was set in motion. Although he didn’t live to see it, people who shared his beliefs made his vision statement idea come true. If you look for other examples of vision statements, you’ll see that they draw on the shared beliefs of an organization.
If you are having trouble coming up with your summarizing phrase, try adding after you’ve written the rest of the vision statement.
Take as Much Space as You Need
Vision statements can be much longer than mission statements. The purpose is to create a mental picture charged with emotion that can serve to energize and inspire you and your team. Take as much space as you need to accomplish this goal.
Describe Your Vision Statement in the Present Tense
Describe your vision statement in present tense as if you were reporting what you actually see, hear, think and feel after your ideal outcome was realized.
Make your Vision Statement Emotional
Your vision statement should describe how you will feel when the outcome is realized. Including an emotional payoff in your vision statement infuses it with passion and will make it even more compelling, inspiring, and energizing.
Add Sensory Details to Your Vision Statement
The more sensory details you can provide, the more powerful your statement becomes. Describe the scenes, colors, sounds, and shapes. Describe who is there and what everyone is doing. These sensory details will help you build a more complete and powerful mental image of your ideal outcome.
Your Vision Statement Should Describe the Best Possible Outcome
In general, you should base your vision statements on the best possible outcome. In fact, you might want to envision something even better than what you consider to be the best possible outcome. Remember that the purpose of the vision statement is to inspire, energize, motivate, and stimulate your creativity, not to serve as a measuring stick for success; that is the job of your objectives and goals.
In other words, the quality of your vision determines the creativity, quality and originality of your ideas and solutions. A powerful vision statement should stretch expectations and aspirations helping you jump out of your comfort zone.
Some people may object to the use of such an optimistic or unrealistic vision statement because others may consider it a failure when they fall short of the best possible outcome, even if they meet all the goals/objectives. Unfortunately, this is a very valid concern in many organizations. If this is the case, you can still gain the benefits of a powerful and compelling vision statement by creating two versions: an idealized version to inspire and motivate, and a watered down “realistic” version that you can use as a target.
Just keep in mind that, back in the early 80’s, Microsoft’s vision of “a PC in every home running Microsoft software” would have been considered by most to be highly unrealistic. I think it is safe to say that, even now, not every home has a PC in it and not every PC runs Microsoft software, but that doesn’t mean Microsoft has failed! It just means they still have room for improvement.
