Every organisation exists for a reason. Some are founded with a clear purpose from the start. Others refine their direction as they grow and learn.
For AMBA, decades of supporting multiple birth families showed that goodwill alone was no longer enough. To keep pace with changing needs and deliver real impact, the organisation needed a clear sense of purpose and a shared understanding of how it would achieve it.
That clarity came through the development of a mission and values framework designed to guide decisions, align volunteers and focus resources. It was a turning point that shifted AMBA from being a network built purely on connection to one driven by outcomes that matter deeply to families across Australia.
Defining a mission that reflects reality
AMBA has long provided support to families raising twins, triplets and higher-order multiples. Over time, though, it became clear that those families were navigating far more than the day-to-day challenges of parenting. They faced unique medical risks, gaps in understanding from health professionals, limited access to tailored support and, often, a lack of recognition in policies and services.
A mission grounded in that reality needed to capture more than the idea of support. It had to speak to the broader change we wanted to see. The result was a new mission statement: to enable positive health outcomes, awareness and equality for multiple birth families through advocacy, education and community.
Each part of that statement carries weight. Health outcomes are central because families with multiples often experience higher rates of complications, premature births and mental health challenges. Awareness matters because too many people - including professionals - underestimate or misunderstand what these families face. Equality reflects a vision of systems and services that recognise their unique circumstances rather than treating them as an afterthought.
The mission also reframed AMBA’s focus. It reminded us that our role extends beyond those who are already members. We advocate for all multiple birth families, now and into the future. That shift shaped how we think about impact and how we choose where to direct our efforts.
The pillars that guide our work
To turn the mission into something actionable, AMBA organised its work around three pillars: advocacy, education and community. Together they describe how we pursue change and where we invest time and resources.
Advocacy is about influence and visibility. It involves representing multiple birth families in conversations with government and service providers, pushing for policy changes, and highlighting systemic barriers that affect health and wellbeing. It also means responding quickly when new issues emerge and making sure the voices of families are heard at decision-making tables.
Education ensures families and professionals have access to accurate, relevant information. This includes webinars, publications and resources based on research, all designed to inform decision-making and shift outdated assumptions. Education also plays a key role in public awareness, helping broader communities understand the realities of multiple birth life.
Community reflects AMBA’s grassroots foundation. Local clubs remain the heart of support for families, offering connection, peer networks and practical help. At a national level, building community means creating opportunities to connect both in person and online, and ensuring those touchpoints are available throughout the parenting journey.
Together, these three pillars provide a roadmap for how AMBA fulfils its purpose. They are flexible enough to evolve over time but grounded enough to keep the organisation focused on what matters.
Values as the framework for culture
Clarifying the mission was only part of the work. Equally important was deciding how AMBA would operate and what kind of culture it wanted to build. Values are often treated as corporate slogans, but for AMBA they became the foundation of how people behave and collaborate. They guide decisions, influence how volunteers work together and set expectations for how we engage with families.
The five values - honour integrity, imagine possibilities, inspire action, respect unity and serve families - were created to be practical and meaningful, not abstract. They are woven into everything from recruitment and recognition to program design and governance.
Honour integrity reminds us to act honestly and take ownership of our work, individually and collectively. It encourages learning from missteps and maintaining focus on successful outcomes.
Imagine possibilities is about curiosity and innovation. It asks us to challenge assumptions, explore new opportunities and embrace change with purpose.
Inspire action reflects the passion that drives our volunteers. It values constructive feedback and transparency, recognising that growth comes from open communication and shared accountability.
Respect unity centres on collaboration. It emphasises that collective achievement is more important than individual success and that breaking down barriers between clubs, states and communities strengthens the organisation as a whole.
Serve families anchors every decision. It commits us to prioritising the needs of multiple birth families, providing support and information that improves their lives, and advocating for their rights.
These values shape how we relate to one another and how we represent AMBA externally. They are not static words but active principles that guide daily decisions and long-term strategy.
Putting values into action
The impact of the values framework was felt almost immediately. One example was the overhaul of the AMBA Appreciation Awards. Feedback from judges and nominees highlighted confusion around categories and inconsistent nomination quality. The awards weren’t clearly celebrating the behaviours and contributions that best reflected AMBA’s purpose.
Redesigning the awards around the new values created a stronger foundation. Eligibility and selection criteria were clearer, and the process became more transparent. It also encouraged clubs to develop their own recognition programs, reinforcing the idea that saying thank you is essential to retaining volunteers and sustaining momentum.
The change illustrated how values can move beyond words into tangible action. They became a tool for aligning people’s efforts, recognising contributions and strengthening the culture across all levels of the organisation.
Anchoring purpose in challenging times
The new mission and values framework was tested almost immediately by external events. The arrival of COVID-19 disrupted every part of AMBA’s work, from how services were delivered to how income was generated. Despite the uncertainty, the mission remained constant. It reminded us that improving health outcomes, building awareness and advocating for equality were more critical than ever.
The values guided how we adapted. They shaped decisions like launching a national webinar series to support families during lockdown and rethinking how clubs could deliver services virtually. They also provided a foundation for conversations about funding. Nonprofits often hesitate to speak openly about money, but the reality is that purpose needs resources. Programs, advocacy and innovation all require investment in people, tools and infrastructure.
The clarity of the mission and values helped explain why funding matters and how it connects directly to outcomes for families. It gave us language to discuss income generation not as an optional extra, but as an essential part of delivering on our commitments.
A foundation for the future
The work of defining AMBA’s mission and values was never just about words on a page. It was about building a foundation strong enough to support the organisation through change and challenge. It clarified what we stand for, how we operate and what impact we want to have.
That clarity now connects volunteers, clubs and families across the country. Whether someone is hosting a local playgroup, lobbying for policy change or contributing to research, they are part of a shared purpose. They know why AMBA exists and how their efforts fit into a larger story.
The mission sets direction. The values shape culture. Together, they turn collective energy into meaningful outcomes and ensure that AMBA continues to evolve while staying true to its reason for being.