Promoting our mission, and values in everything we do

Posted On: Monday, 27 March 2023

Everything American Legion Auxiliary members promote, publish, post, etc., should always come back to the mission. Whether it’s posting the mission statement on your website or promotional materials tied to your fundraising and community events, it’s important to share what our organization is all about. 

In an article on the marketing/signage company website, Myra Brown writes that as an organization or company grows, communicating the “why” of the organization becomes increasingly important. Brown writes that those involved in your organization care about the services you provide, but also why your organization does what it does, every day, day after day.  

Developing your mission and values and finding ways to communicate them is essential for many reasons:

  • engenders a sense of pride and purpose for those involved to know and understand the purpose for being
  • helps those you are trying to reach and those who are already involved connect with you on a deeper level
  • communicates one more vital reason why they should start (or continue) to be involved with you 
While it is always important to communicate the ALA’s mission, it can sometimes be hard because we are all so busy. Sometimes, our day-to-day grind of activities and processes can become all-consuming and prevent us from devoting time to promoting the mission in everything we do.

In addition, our current members, and the community members we are trying to reach, are just as busy. When everything just seems to blend into each other, a reminder about why our members joined and the reasons we do what we do, is a good idea that can yield impactful outcomes and possibly deeper, more meaningful relationships. 
In a blog article for the Ambition Institute, Aimee Monteith, operations director at Grebot Donnelly Education Marketing Consultants, offers some tips on how to communicate your mission and values more effectively.

Keep it visible
Don’t let your mission become a statement that sits on a memo in a desk drawer. Instead, it should be included in all key messages, and in both internal and external documents. Is the ALA’s tagline — “A community of volunteers serving veterans, military, and their families” — visible on your unit’s Facebook page, for example?

Use a variety of channels
In addition, Monteith says to communicate your mission, and values through as many channels as possible. 
Promoting an upcoming event or activity hosted by your ALA unit? Your marketing campaigns need to utilize all channels available, such as newsletters, website, recruitment packs, press releases, social media, and your front-of-house team.

In addition to Monteith’s suggestions, Brown writes that communication theory suggests we must tell others what we want them to know a minimum of eight times before our message is really heard and understood. Brown advises putting the mission in your email signature, flyers, and on your website or social media accounts. Consider as well the value of putting your mission on the walls of your post home and in various locations such as the lobby, bar rooms, meeting rooms, common areas, hallways, etc.

Speak with one voice
Monteith recommends taking internal measures to get everyone on board and ensure everyone speaks with one voice about your mission. Communicating the ALA’s “who we are” in a positive, excited manner will ensure everyone involved engages positively with what you have set out for the organization to achieve.

Share success stories 
Choose success stories wisely and keep repeating those stories and moments that demonstrate your mission and values. It’s as important to do this internally as it is externally so that everyone is well-versed in the stories that have the biggest impact.

ALA Mission

In the spirit of Service, Not Self, the mission of the American Legion Auxiliary is to support The American Legion and to honor the sacrifice of those who serve by enhancing the lives of our veterans, military, and their families, both at home and abroad. For God and Country, we advocate for veterans, educate our citizens, mentor youth, and promote patriotism, good citizenship, peace and security.