Colleges and universities are under increasing pressure to focus on diversity and inclusion to increase access, close equity gaps, and increase completion rates. Reaching these goals--and others central to institutional missions--requires collective efforts by faculty, staff, administrators, and students. Unfortunately, it can be difficult to engage faculty in institutional improvement efforts, because this work is often under-recognized and under-rewarded. Inspired by Boyer's (1990) multiple categories of scholarship, the authors propose a new, crosscutting one--the "scholarship of mission" (SOM)--to establish a context and case for valuing scholarly work that improves institutional effectiveness in benefiting society. Greater faculty involvement in SOM could lead to improved understanding of the problems of higher education, more robust solutions, and greater opportunities for advancing institutional goals. This in turn will support the development of better policies and practices to support SOM.