Running head: PRIVATE NOT-FOR-PROFIT VERSUS PUBLIC 1

Private Not-For-Profit Versus Public

HESA 500: Mission Statement Analysis of USC and UW-Madison

Cristian Baeza

Northern Illinois University

PRIVATE NOT-FOR-PROFIT VERSUS PUBLIC 2

Introduction

For an organization to thrive effectively, visions and goals must be in place. With that

said, mission statements are extremely important for the evolution and future of an array of

businesses. Ranging from non-profit community organizations to fraternities and sororities. Even

family-owned businesses or chain restaurants. However, this paper will analyze mission

statements used by higher education institutions—the University of Southern California and the

University of Wisconsin-Madison. Analyzing school mission statements is crucial before

committing to attend or working with an institution. Even then, it is difficult to understand an

institution though a mission statement with little to no encounter and experience with the school.

Similarities among well-known institutions

First off, the University of Southern California (USC) and the University of Wisconsin-

Madison (UW-Madison) both have similar mission statements when it comes down to the length

of the statements along with the date of when they were revised and adopted by the respective

schools. USC adopted its mission statement in February of 1993 (See Appendix A) and UW-

Madison revised and adopted theirs on June 10, 1988 (See Appendix B). Also, both universities

serve a similar population size of students because in the fall of 2017 USC served 45,687

students and UW-Madison followed behind serving 42, 977 students.

Aside from these statistics, both mission statements discuss the importance of teaching,

research, and public service. The two of them state other areas of focus aside from the ones

previously listed, however, these were the ones that they shared in common. Interesting enough,

they both also make sure to list the importance of these areas in the first paragraph of the mission

statements. Furthermore, USC and UW-Madison address how they are open and welcoming to

individuals from diverse backgrounds and identities, although they do not get too specific and
PRIVATE NOT-FOR-PROFIT VERSUS PUBLIC 3

keep it quite vague as to play it safe to not leave an identity out. The two also bring up how their

institution offers a variety of programs to study from but unlike other mission statements, neither

address their top-studied programs, which can be an intentional strategic move when recruiting

students that do not find themselves studying a program in the top-studied programs list.

Closer look: Different kinds of prestige

University of Southern California (Private not-for-profit)

Although there were many similarities between both mission statements, they also vary a

lot. One of the first things that stand out from the USC mission statements is the assertive and

competitive, but confident terminology that is embedded in the text—giving it a strong tone

when reading. For example, the mission stated the following: “Research of the highest quality by

our faculty and students is fundamental to our mission” (University of Southern California, 1993,

Mission Section, para. 3). This is a sentence that stands out because they are letting the reader

know that they do not settle for just any type of quality since they expect the best. However, this

can be challenging because it may sound like there is very little room for improvement or

scaffolding as if they expect individuals to arrive at USC being the best version of themselves

already. Additionally, they show more confidence and pride by stating, “We also serve the public

interest by being the largest private employer in the city of Los Angeles, as well as the city’s

largest export industry in the private sector” (University of Southern California, 1993, Mission

Section, para. 6). As if they took the opportunity to brag a little and let everyone know that there

is not a larger private employer in such a large city like Los Angeles.

Now, aside from the competitive tone used throughout the mission statement, the

university took the opportunity to notify the reader about the things that make it unique

compared to other universities. For instance, USC takes pride in not separating research and
PRIVATE NOT-FOR-PROFIT VERSUS PUBLIC 4

teaching because they believe that they both go hand in hand and complement each other, which

is why they state that they intertwine. From this, they go on to talk about how the teachers are

not simply teachers that share knowledge passed down but that they contribute to society and the

world. Although not stated, it can be assumed that they contribute by conducting their research

and publishing it, assisting others with their research, allowing for students to learn from other

sources that are not simply textbooks, and much more. Overall, it seems that the USC mission

statement is concerned with upholding or living up to an image that they consistently keep

sharing with the community. They consistently compare themselves to others to prove a point,

for example, they go out of their way to include, “We are a global institution in a global center,

attracting more international students over the years than any other American university”

(University of Southern California, 1993, Mission Section, para. 7).

University of Wisconsin-Madison (Public)

On the other hand, UW-Madison is less about wanting to recruit students that meet their

standards and are more comprehending of working with students to meet their needs and to

overall help fill the gaps in higher education. This is evident when the following is stated, “to be

sensitive and responsive to those groups which have been underserved by higher education”

University of Wisconsin Madison, 1988, Mission Section, para. 3). Instead of disregarding

populations that have been underserved for a long period, the institution is owning that there is

inequality but that they are willing to meet students where they are and assist them along the

way. Also, the university puts a strong emphasis on diversity and culture by mentioning the

following, “Strengthen cultural understanding through opportunities to study languages, cultures,

the arts and the implications of social, political, economic and technological change” (University

of Wisconsin Madison, 1988, Mission Section, para. 4). They want to make sure that students are
PRIVATE NOT-FOR-PROFIT VERSUS PUBLIC 5

learning from the material presented to them but that they also share experiences like research,

service abroad, and research where they cannot simply have a dialogue about diversity but

experience diverse encounters that will shape them tremendously whether that is academically,

professionally, or professionally.

The UW-Madison institution also discusses the importance of being relevant at the state,

national, and international levels. They mention “maintaining a level of excellence” within these

three areas, however, they seem to understand that this requires a lot of work and commitment.

They use words like, “participate extensively”, “embody”, “respect for”, and “commitment” but

they do not expect all their students to enter the institution being able to be fully competent in all

areas of life. To back this up, the statement mentions, “The university seeks to help students to

develop an understanding and appreciation for the complex culture and physical worlds in which

they live in” (University of Wisconsin Madison, 1988, Mission Section, para. 2). This goes to

show that they are willing to put in the work necessary to help students become more culturally,

academically, and socially competent.

Conclusion

Now, although mission statements seem to be very common, multiple organizations will

not practice what they claim to advocate for, have outdated statements, or lack thereof a mission

statement altogether. In regards to the length of the statement, individuals will sometimes

identify an institution as exceptional if they have a longer mission statement, meanwhile, they

will assume that an institution lacks competence and prestige if the mission statement is only two

sentences long. No matter the length, the important thing is to analyze mission statements by

comparing and contrasting them, while making sure that the university delivers and abides by

what they address in their statement.

PRIVATE NOT-FOR-PROFIT VERSUS PUBLIC 6

References

University of Southern California, (2019). Mission Statement. Retrieved from

https://about.usc.edu/policies/mission-statement/.

University of Wisconsin-Madison, (2019). Mission. Retrieved from

https://www.wisc.edu/about/mission/.
PRIVATE NOT-FOR-PROFIT VERSUS PUBLIC 7

Appendices

Appendix A

University of Southern California

The Role and Mission of the University of Southern California

The central mission of the University of Southern California is the development of

human beings and society as a whole through the cultivation and enrichment of the human mind

and spirit. The principal means by which our mission is accomplished are teaching, research,

artistic creation, professional practice and selected forms of public service.

Our first priority as faculty and staff is the education of our students, from freshmen to

postdoctorals, through a broad array of academic, professional, extracurricular and athletic

programs of the first rank. The integration of liberal and professional learning is one of USC’s

special strengths. We strive constantly for excellence in teaching knowledge and skills to our

students, while at the same time helping them to acquire wisdom and insight, love of truth and

beauty, moral discernment, understanding of self, and respect and appreciation for others.

Research of the highest quality by our faculty and students is fundamental to our mission.

USC is one of a very small number of premier academic institutions in which research and

teaching are inextricably intertwined, and on which the nation depends for a steady stream of

new knowledge, art, and technology. Our faculty are not simply teachers of the works of others,

but active contributors to what is taught, thought and practiced throughout the world.

USC is pluralistic, welcoming outstanding men and women of every race, creed and

background. We are a global institution in a global center, attracting more international students

over the years than any other American university. And we are private, unfettered by political

control, strongly committed to academic freedom, and proud of our entrepreneurial heritage.
PRIVATE NOT-FOR-PROFIT VERSUS PUBLIC 8

An extraordinary closeness and willingness to help one another are evident among USC

students, alumni, faculty, and staff; indeed, for those within its compass the Trojan Family is a

genuinely supportive community. Alumni, trustees, volunteers and friends of USC are essential

to this family tradition, providing generous financial support, participating in university

governance, and assisting students at every turn.

In our surrounding neighborhoods and around the globe, USC provides public leadership

and public service in such diverse fields as health care, economic development, social welfare,

scientific research, public policy and the arts. We also serve the public interest by being the

largest private employer in the city of Los Angeles, as well as the city’s largest export industry in

the private sector.

USC has played a major role in the development of Southern California for more than a

century, and plays an increasingly important role in the development of the nation and the world.

We expect to continue to play these roles for many centuries to come. Thus our planning,

commitments and fiscal policies are directed toward building quality and excellence in the long

term.

Adopted by the USC Board of Trustees, February 1993

PRIVATE NOT-FOR-PROFIT VERSUS PUBLIC 9

Appendix B

University of Wisconsin- Madison

Mission

The University of Wisconsin–Madison is the original University of Wisconsin, created at

the same time Wisconsin achieved statehood in 1848. It received Wisconsin’s land grant and

became the state’s land-grant university after Congress adopted the Morrill Act in 1862. It

continues to be Wisconsin’s comprehensive teaching and research university with a statewide,

national and international mission, offering programs at the undergraduate, graduate and

professional levels in a wide range of fields, while engaging in extensive scholarly research,

continuing adult education and public service.

The primary purpose of the University of Wisconsin–Madison is to provide a learning

environment in which faculty, staff and students can discover, examine critically, preserve and

transmit the knowledge, wisdom and values that will help ensure the survival of this and future

generations and improve the quality of life for all. The university seeks to help students to

develop an understanding and appreciation for the complex cultural and physical worlds in

which they live and to realize their highest potential of intellectual, physical and human

development.

It also seeks to attract and serve students from diverse social, economic and ethnic

backgrounds and to be sensitive and responsive to those groups which have been underserved by

higher education. To fulfill its mission, the university must:

1. Offer broad and balanced academic programs that are mutually reinforcing and

emphasize high quality and creative instruction at the undergraduate, graduate,

professional and postgraduate levels.

PRIVATE NOT-FOR-PROFIT VERSUS PUBLIC 10

2. Generate new knowledge through a broad array of scholarly, research and creative

endeavors, which provide a foundation for dealing with the immediate and long-range

needs of society.

3. Achieve leadership in each discipline, strengthen interdisciplinary studies, and pioneer

new fields of learning.

4. Serve society through coordinated statewide outreach programs that meet continuing

educational needs in accordance with the university’s designated land-grant status.

5. Participate extensively in statewide, national and international programs and encourage

others in the University of Wisconsin System, at other educational institutions and in

state, national and international organizations to seek benefit from the university’s unique

educational resources, such as faculty and staff expertise, libraries, archives, museums

and research facilities.

6. Strengthen cultural understanding through opportunities to study languages, cultures, the

arts and the implications of social, political, economic and technological change and

through encouragement of study, research and service off campus and abroad.

7. Maintain a level of excellence and standards in all programs that will give them

statewide, national and international significance.

8. Embody, through its policies and programs, respect for, and commitment to, the ideals of

a pluralistic, multiracial, open and democratic society.

Revised statement, adopted June 10, 1988, UW System Board of Regents