Clarifying Mission, Unifying Vision, and Driving Growth

1. Introduction

When the USC Caruso Catholic Center approached Sherwood Fellows, they were experiencing significant growth. However, that growth came at a cost—team burnout, lack of focus, and internal division about the center's future direction. The organization was weighed down by too many programs, a divided board, and competing ideas about their identity. Some saw the center becoming a broader interfaith hub, while others were committed to it remaining an orthodox Catholic institution on a secular campus. To move forward, they needed clarity on their mission and a unified strategy to support it.

2. The Challenges

By 2021, the Caruso Catholic Center had built up substantial resources, including an impressive student center, increased attendance, and a dedicated staff. But these assets came with growing pains:

• Over-programming and lack of focus: With too many initiatives in play, the staff was stretched thin, unsure of which programs were essential to their mission.

• Burnout and staff fatigue: Growth was happening, but at the expense of the team’s well-being.

• Internal division: The board and staff were not aligned on what the center’s core identity should be—whether to become a more inclusive interfaith community or stand firm as a Catholic faith center.

Without a clear identity to guide decisions, they found it hard to know where to allocate resources or how to best serve the student body. The center needed not just growth but sustainable, mission-driven growth.

3. The Solution: A Strategic Focus on Catholic Identity

Sherwood Fellows was brought on to help the USC Caruso Catholic Center clarify its direction and develop a strategy that would unite both staff and the board around a shared vision.

Diagnosing the Core Issues

Through workshops, data analysis, and story gathering from the center’s leadership and community, it became clear that the heart of the center lay in its Catholic mission. Many of the center’s greatest successes revolved around encounters with Christ in the Eucharist, showing that their strength was in serving students who sought spiritual depth and clarity through Catholic teaching.

Establishing a Clear Identity

With the identity crisis addressed, Sherwood Fellows crafted a brand strategy that embraced the Caruso Center’s Catholic roots. The new mission statement, “We welcome all USC students who seek greater purpose to encounter the risen Christ and to live God’s call with confidence and clarity,” became the central guide for all programs and initiatives. Instead of diluting their message to appeal broadly, they focused on deepening their Catholic identity, knowing that it would resonate most strongly with students seeking purpose and truth.

Streamlining Programs and Reducing Burnout

Next, Sherwood Fellows helped the center streamline its programming. By evaluating which programs truly aligned with the center’s mission, they were able to cut non-essential activities and refocus staff efforts. This not only reduced burnout but also made it easier for students to engage meaningfully with the center’s offerings, whether through Mass, small groups, or leadership opportunities.

Creating a Distinct Visual Identity

To further embody their renewed focus, Sherwood Fellows designed a visual identity that separated the Caruso Catholic Center from the broader USC brand. This new identity was bold, unapologetically Catholic, and visually distinct, helping the center stand out on campus while remaining true to its core values.

4. Implementation and Key Initiatives

Once the strategic foundation was in place, the Caruso Catholic Center began rolling out initiatives that aligned with its new direction:

• Centering on the Mass: The team made Mass the cornerstone of their ministry, prioritizing attendance and participation.

• Creating Signature Events: Sherwood Fellows worked with the center to organize USC’s first-ever Eucharistic procession on campus, a public affirmation of the center’s commitment to Catholic tradition.

• Simplifying and Strengthening Programming: With a focus on fewer, high-impact programs, the center was able to better serve students, foster deeper community engagement, and reduce team stress.

5. Results: Growth Through Clarity

The results of the strategic realignment were striking. Not only did the Caruso Catholic Center grow, but it did so with a renewed sense of purpose and sustainability:

• Over 10% annual growth in ministry participation, even on a secular campus known for its skepticism towards religious organizations.

• Increased engagement at Mass and other faith-based programs, with students embracing the center’s Catholic identity rather than being turned off by it.

• Improved team morale and reduced burnout, as staff could focus on fewer, more mission-aligned initiatives.

By focusing on clarity of mission and creating a distinct Catholic identity, the USC Caruso Catholic Center was able to overcome internal divisions and external pressures, leading to stronger student engagement and long-term sustainability.

6. Conclusion: Boldness in Identity Leads to Growth

The USC Caruso Catholic Center’s transformation shows that growth doesn’t come from trying to please everyone—it comes from being true to your identity. By embracing their Catholic mission wholeheartedly, the center not only united their board and staff but also attracted students who were looking for deeper meaning and community. As Sherwood Fellows often says, brands grow when they stop playing it safe. The Caruso Catholic Center’s success is proof of this boldness in action.