| Abstract: | Missions are central to all nonprofit organizations, and establish their purposes. However, formal mission statements can fail to provide a true picture of a nonprofit’s mission. This article draws on prior scholarship on missions, including the role of interpretation and change, to propose two new concepts: personal and dominant mission conceptions that introduce a dynamic, socially‐constructed understanding of nonprofit mission. Personal mission conceptions are the interpretations that individuals within a nonprofit hold of the mission, while the dominant mission conception is the collective interpretation guiding a nonprofit during a specific time. Examples from two specific nonprofits are provided to demonstrate the conceptions, along with some guidance for how mission conceptions can inform future research and practice. |
