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Mission Driven Branding

In the last several years, The Caring Place has implemented a modified mission statement which we think better clarifies who we are and what we do.  It reads, “The mission of The Caring Place is to provide for the basic human needs of all people in our community in a welcoming, respectful and caring way.”  After the board adopted this mission it was up to us to share that mission and integrate it into our everyday life at The Caring Place.  Our team came up with many wonderful ideas for keeping the mission front and center. I consider these ideas mission branding in a truly 360 degree way.  I’ll name a few of the ideas:

  • Write the mission on various communications like newsletters, formal letters, cards and other materials.
  • Recite the mission at the start and end of every day on the intercom at The Caring Place.
  • Recite the mission during staff and volunteer meetings.
  • Brainstorm actionable items that help us explain to new staff and volunteers what it means to model our mission.
  • Instate a staff recognition program celebrating staff when they go above and beyond or clearly act with those values in mind.

It has now been a few years since we created this caring plan in our workplace.  The pandemic has definitely thrown us all into a lot of change, but one thing that did not change was our commitment to our mission.  While some of our changes sometimes seemed inconvenient, they were always for the purpose of keeping our mission a priority.  If providing basic human needs during a pandemic which created a workforce and logistics challenge doesn’t illustrate our commitment to the mission, I don’t know what does!  

In 2022 to celebrate our newly increased hours, expanded Food Pantry space, more efficient warehouse space and additional food opportunities, we replaced a few signs.  Our previous signs had been around for 5-10 years, so it was definitely time.  When I thought about creating new signs, a lot of things went through my mind, but in the end making the connection between our building and services to our mission was the most important element. Afterall, our mission is behind everything we do.  I decided to take that thought quite literally and placed our mission as a watermark on our signs.  You might not notice what was on those signs unless you take a moment to get close and read.  I am sharing this with you so that every time you walk up to our store or see this design, you’ll remember we take our mission to heart. It really is the backbone of our organization as we care in our community.

And as always, thank you for being part of that mission through your care and support.

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    St. David's Foundation
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