Thrivent: Communicating Purpose
The Opportunity
As a purpose-driven company, Thrivent had the opportunity to enjoy the benefits this can bring including attracting top talent, improved employee engagement, and ultimately, better results. To take advantage of this however, the company needed to clearly define and communicate the nature of Thrivent’s vision, mission and purpose.
The Dart Solution
Through a variety of both individual and group engagement activities, Dart partnered with key leaders to create a clearer definition of the company’s purpose, vision, and mission designed to inspire current and prospective employees, as well as customers and partners in the financial services industry. Dart subsequently created a robust communications structure to articulate it to key audiences with clarity and authenticity.
The Outcome
Thrivent is heavily leveraging the mission of “Opening the Joy of Generosity to All” in its corporate messaging and positioning to key audiences. This messaging is the backbone of the Thrivent brand and its company culture.
Testimonial
“Heather helped us create a purpose, vision and mission that, at the beginning of our work,
seemed impossible to articulate. But with her thoughtful guidance, clarity of mind and deep
experience, she got us to a place where we could show up meaningfully and authentically, and
in a way that reflects not only who we are but who we can be into the future. Heather brings
the unique combination of vision, strategy and heart to everything she does.”
Mandy Tuong – President and CEO, Thrivent Charitable
