MANNA: An example of mission expansion done right
Abstract
SummaryMANNA’s mission is to improve health and deliver nourishment to people in the greater Philadelphia region living with life-threatening illnesses by delivering nutritionally-sound meals and providing counseling. However, this was not always MANNA’s mission. Like other organizations, MANNA’s mission changed to reflect changing times and circumstances.
The process MANNA undertook was multi-faceted, including the initial realization that their original mission was being addressed through medical advances and an increase in public awareness of HIV/AIDS, the subsequent identification of additional in-need communities, the development of a strong communications plan for their board and stakeholders, preparation for loss of support, and successful execution of a pilot of their new programming. These steps should serve as an effective road map for any organization considering mission expansion or change.
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Copyright (c) 2011 Matan Barnea, Hadiyah N. Muhammad (Author)
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