How to Identify Your Community's Mission and Milestones

Launching a community can be exciting, but it comes with a unique set of challenges. One of the most important steps in launching a successful community is identifying the mission of its members early on. Without a clear and defined purpose, a community may struggle to attract and retain members. Taking time to articulate a shared goal before launching your community can help ensure that it is a valuable and engaging resource for its members.

Your Community's Shared Goal

A community can take many forms, from a small group of neighbors to a worldwide network of like-minded individuals. The key is to identify the shared goal that brings everyone together. Whether it's advocating for a cause, pursuing a hobby, or supporting one another in business ventures, the mission should be at the heart of every decision made by the community. Without a firm grasp on this mission, the community runs the risk of becoming directionless and ultimately failing to achieve its goals.

A Mission Shared By All Community Members, Not Just The Organizers

The mission of the community must be shared by all of its members, not just the organizers. For example, Podcast Movement is the largest podcasting conference in the world. While the organizers want to sell as many tickets as possible to the conference, that goal is not shared by the community of attendees. The shared goal among the every member of the Podcast Movement conference is to become a better podcaster; selling more tickets is simply an additional benefit of the community for the organizers of Podcast Movement.

In Building Brand Communities, Carrie Carrie Jones and Charles H. Vogl write, "Create a brand community with clear core values and purpose so that you can welcome a broad range of people who are compatible with an enriching purpose, instead of adhering to a vague notion of who belongs and who doesn't." [1]

Examples of Community Missions

Here are some examples of communities and their shared missions:

• Local Book Club: To foster a love for reading and to deepen understanding of diverse literature.
• Fitness Enthusiasts Group: To improve personal health and fitness levels while motivating each other.
• Professional Networking Group for Marketers: To exchange industry insights, trends, and job opportunities to advance careers.
• Environmental Activism Community: To promote sustainable living practices and advocate for policies that protect the environment.
• Indie Game Developers Forum: To support each other in game development skills and knowledge, and to collaborate on projects.
• Parenting Support Group: To share experiences, advice, and support related to child-rearing and family life.
• Local Arts Council: To nurture and promote the local arts scene, including visual arts, music, and theater.
• Tech Startups Incubator: To provide resources, mentorship, and networking opportunities to new tech entrepreneurs.
• Community Garden Club: To cultivate communal green spaces and share gardening skills and produce.
• Digital Marketing Professionals Community: To discuss the latest digital marketing strategies, tools, and technologies to enhance online presence and engagement.

The Milestones of Your Community Members

Milestones are an important measure of the of your community members as they strive towards their shared goal. "Milestones" are significant achievements or events that mark a collective step forward towards an ultimate objective. They serve as a testament to the dedication and hard work of each member. Each milestone reached, no matter how small, should be celebrated and recognized as a vital step forward in achieving the collective goal.

Use Personas to Identify The Milestones Of Your Community Members

Personas are fictional representations of your community members that can help you get a better understanding of their needs and expectations. Once you have established these personas, the next step is to identify the milestones they will hit while pursuing your shared goal. This list of milestones allows you to stay on top of your community's progress and helps you make informed decisions about how to best support your members.

For example, you might create two personas for a community of musicians with a shared goal of becoming better performers: Hobbyists, who are not pursuing a full-time career in music, and Professionals, who are. These two groups may share a number of milestones in their journeys: playing their first live gig, getting paid to perform for the first time, and headlining their first concert.

However, there may also be milestones that are unique to the Professionals, such as booking a tour for the first time or recording a first album. Identifying and tracking these milestones for each persona can help you tailor your support to their specific needs, ultimately leading to a more engaged and successful community.

Creating Content And Events Around Milestones

As a community manager, one of your key responsibilities is to help your community members achieve their goals and milestones. By identifying these milestones, you can create content and events that show your members how to accomplish these feats. For example, you could create a series of workshops teaching musicians how to approach booking agents, or host virtual networking events to help visual artists connect with art fair producers. By providing valuable resources and support, you can help your community members reach these milestones and move closer to their shared goal.

Celebrating When Your Community Members Hit Milestones

By publicly recognizing and celebrating the milestones achieved by your community members, you not only keep them motivated but also show them that they are valued and invested in the community. This creates a sense of camaraderie and encourages others to join in the journey. Find ways to acknowledge and celebrate the hard work and dedication of your community members.

Tracking Your Members' Milestones

Collecting data is crucial in ensuring the growth of your community. With the use of email service providers or CRM software, you can track the milestones achieved by your community members and create targeted campaigns to celebrate these accomplishments. By segmenting your database according to these achievements, you can personalize your email communication and strengthen your relationships with your members. Not only does this help you keep track of the progress of your community, but it also allows you to connect with your members on a more personal level. 

When launching a community, it is essential to identify the shared mission of your community members and the individual milestones that each member will hit along the way. Doing so can bring your community together in a meaningful way and ensure that everyone is working towards the same goal. It is important to remember that each individual member will take their own path towards that shared goals, and their milestones should be celebrated along the way. By recognizing their accomplishments, you can keep your community members motivated and invested.

_{1. Carrie Melissa Jones and Charles H. Vogl, Building Brand Communities (Barrett-Hoehler Publishers, Inc., 2020, p. 25).}