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Mission

Impossible II
Part 1: A revised and
updated report on a
reference collection of
essence statements from
eighty charities
Part 2: The reference
collection

Produced by nfpSynergy
Directed by Joe Saxton
Starring Sarah Eberhardt
Second Edition: June 2016
First Edition: May 2006

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Table of Contents
Part 1: A revised and updated report on a reference collection of essence
statements from eighty charities ........................................................................ 5
How we compiled this document ........................................................................ 5
Introduction: How strong is your essence?......................................................... 7

Vision ........................................................................................................................8
Purpose .....................................................................................................................8
Mission ......................................................................................................................8
Strapline ....................................................................................................................9
Values...................................................................................................................... 10
Beliefs...................................................................................................................... 10
Analysis with examples of good practice .......................................................... 11

Vision ...................................................................................................................... 11
Purpose ................................................................................................................... 14
Mission .................................................................................................................... 15
Mission into strategy: Strategic goals and strategy documents ...................................... 17
Straplines ................................................................................................................. 17
Values and beliefs ..................................................................................................... 19
Popular words .......................................................................................................... 22
A simple guide to creating a powerful essence statement ................................ 23
Part 2: The refence collection of essence statements ....................................... 24
Children and young peoples charities .............................................................. 24

Action for Children (formerly NCH) ............................................................................. 24


Barnardos ................................................................................................................ 26
BBC Children in Need ................................................................................................ 28
ChildLine .................................................................................................................. 29
The Childrens Society ............................................................................................... 30
NSPCC ..................................................................................................................... 32
Save The Children ..................................................................................................... 33
Scout Association ...................................................................................................... 34
YHA (England and Wales) Ltd .................................................................................... 35
YMCA....................................................................................................................... 37
Disability charities............................................................................................. 38

Action for Blind People .............................................................................................. 38


Action on Hearing Loss (formerly RNID)...................................................................... 39
The Disabilities Trust ................................................................................................. 40
Guide Dogs for the Blind............................................................................................ 42
Leonard Cheshire ...................................................................................................... 43
Livability (formerly Shaftesbury Society) ..................................................................... 44
RNIB........................................................................................................................ 46
Scope ...................................................................................................................... 47
Sense ...................................................................................................................... 48
Sightsavers .............................................................................................................. 50
Mental health and learning disability charities ................................................. 51

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Alzheimers Society ................................................................................................... 51


Mencap .................................................................................................................... 53
Mind ........................................................................................................................ 54
National Autistic Society ............................................................................................ 55
Rethink Mental Illness (formerly Rethink) .................................................................... 56
United Response ....................................................................................................... 57
Health and medical charities ............................................................................. 58

Arthritis Research UK (formerly Arthritis Research Campaign) ....................................... 58


Asthma UK ............................................................................................................... 59
Breast Cancer Care ................................................................................................... 60
British Heart Foundation ............................................................................................ 61
Cancer Research UK .................................................................................................. 62
Diabetes UK ............................................................................................................. 63
Great Ormond St Hospital Childrens Charity ................................................................ 64
Macmillan Cancer Support ......................................................................................... 65
Marie Curie Cancer Care ............................................................................................ 67
Marie Stopes International ......................................................................................... 68
Multiple Sclerosis Society ........................................................................................... 70
Sue Ryder Care......................................................................................................... 72
Social welfare and social inclusion charities ..................................................... 73

Age UK (formerly Age Concern and Help the Aged)...................................................... 73


British Refugee Council .............................................................................................. 74
Citizens Advice.......................................................................................................... 75
Crisis ....................................................................................................................... 76
Groundwork UK ........................................................................................................ 77
Jewish Care .............................................................................................................. 78
RNLI ........................................................................................................................ 79
Royal British Legion .................................................................................................. 80
Royal Voluntary Service (formerly WRVS).................................................................... 81
St Johns Ambulance .................................................................................................. 82
The Salvation Army ................................................................................................... 83
Samaritans ............................................................................................................... 84
Shelter (England) ...................................................................................................... 85
St Mungos ............................................................................................................... 86
Turning Point............................................................................................................ 87
Humanitarian charities (aid, development and human rights) ......................... 88

ActionAid.................................................................................................................. 88
Amnesty International ............................................................................................... 89
The British Red Cross ................................................................................................ 90
CAFOD ..................................................................................................................... 91
CARE International.................................................................................................... 92
Christian Aid ............................................................................................................. 93
Comic Relief ............................................................................................................. 95
Concern Worldwide ................................................................................................... 96
Mdecins Sans Frontires/Doctors Without Borders (MSF) ............................................ 97
Oxfam ..................................................................................................................... 99
Plan ....................................................................................................................... 101

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Tearfund ................................................................................................................ 102


Unicef UK ............................................................................................................... 104
Voluntary Service Overseas...................................................................................... 106
WaterAid ................................................................................................................ 107
World Vision UK ...................................................................................................... 108
Environment and conservation charities ......................................................... 110

Greenpeace UK ....................................................................................................... 110


The National Trust .................................................................................................. 112
WWF UK ................................................................................................................ 114
Animal and wildlife charities ........................................................................... 116

The Blue Cross ....................................................................................................... 116


Cats Protection ....................................................................................................... 117
Dogs Trust ............................................................................................................. 118
IFAW UK ................................................................................................................ 119
PDSA ..................................................................................................................... 120
RSPB ..................................................................................................................... 121
RSPCA ................................................................................................................... 122
Miscellaneous .................................................................................................. 124

Charities Aid Foundation .......................................................................................... 124


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Part 1: A revised and updated report on


a reference collection of essence
statements from eighty charities
How we compiled this document
Analysing the essence statements of 80 charities
This compilation of essence statements is intended to highlight good practice and to provide charities with a
benchmark against which they can evaluate the way in which they currently present their own essence. By
essence statement, we are referring to the text that encapsulates the vision, mission and other elements of
an organisations essence. Rather than asking charities to provide this information, we used their websites, so
giving us the same access as any member of the public with an internet connection.
Where charities had clearly labelled their vision, mission, values etc., compiling this document was relatively
straightforward. However, there were many cases where essence elements had to be inferred from
elsewhere on the website, particularly:
1.

The about us / what we do webpages

2.

By searching for the words vision, purpose, mission, values and belief

3.

The organisations annual report

Use of language and nomenclature


In order to analyse the essence statements, we identified six elements that make up an organisations
essence, as defined in the next section. Inevitably, the way in which charities presented their essence did not
always fit neatly into these categories. It is important to note that this categorisation was done for the
purposes of clarity and comparability only we are not suggesting that charities should get hung up on the
semantics of which part of their strategic essence should be labelled what. It is not a problem if an
organisations vision and purpose is incorporated into their mission statement or if they dont have a section
clearly labelled beliefs. What is important is that anyone who reads the information made available by the
charity is provided with a clear and inspiring picture of what the charity stands for and how it goes about
acting on this. Potential supporters should not have to take the time or the effort to trawl through copious
amounts of information in order to understand the essence of what a charity does. Language should also be
consistent between charities, and each charity should understand how they use terms such as mission or
values, and what it means for that charity. In this case each charity can be an island!
The changes a decade makes
Ten years ago, it was not possible to infer any clear vision or values for over a fifth of the charities surveyed.
Overall, charities were now more likely to have a clear vision, purpose and mission. There is evidence that the
popularity of straplines may be slightly decreasing, as just under three quarters of charities had a strapline ten

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years ago, combined to just under two thirds now. Perhaps most surprisingly, there were two or three
charities which had previously described a clear vision and now no longer did so.
If weve got it wrong we apologise please email us at insight@nfpsynergy.net and let us know the correct
version.

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Introduction: How strong is your essence?


An organisations essence is made up of six elements which, when used effectively, showcase the dreams,
character and direction that distinguishes the charity from all others.
These are:

Vision

Purpose

Mission

Values

Beliefs

Strapline
An organisation with a strong essence is one where staff, trustees, volunteers and supporters are aware of
these various elements. It is a place where they are used as yardsticks against which to make strategic
decisions, and where each staff member and supporter understands how their contribution is feeding into the
organisations greater goals. It is also a place where staff and supporters feel a keen sense of pride about
being affiliated with an organisation that distinctly stands for something bigger than any individual or issue.
Clearly, it is important for a charity to have a strong essence statement. Indeed, many UK charities have
powerful essence statements at their heart.
We thought it would be useful to compile the visions, purposes, missions, values, beliefs and straplines of 80
of the UKs larger charities as a reference work. We dont claim that these 80 organisations are better or
worse than the sector as a whole they are picked to be a cross-section of better known charities. The
purpose of this document is not to highlight where organisations are getting their essence statements wrong.
Rather it is to flag up good practice and to provide charities with a benchmark against which they can
evaluate the way in which they currently present their vision, mission, and values etc. We did not contact
charities directly to ask for information but used their websites (see below). This means we have an
outsiders perspective, as we have the same access as any member of the public with an internet connection.

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Defining the elements of a strategic essence


Below we have defined the six main elements that we felt were critical to an organisations strategic essence
vision, purpose, mission, values, beliefs and strapline.1

Vision
The main purpose of an organisational vision is to provide a superordinate goal towards which everyone who
shares a similar dream can strive. It provides an inspirational picture of what the world could be like with
some cooperative effort and (in an ideal world) unites employees, supporters, beneficiaries and similarly
oriented organisations in an effort to bring the vision to life.
An organisations vision is its guiding star it defines what the organisation believes in and the kind of world
it wants to see created. Importantly, a vision conveys a larger sense of purpose so that employees and
supporters see themselves as building a magnificent monument, rather than just lugging heavy stones. A
vision is not restricted by the organisations role or capacity; in fact, it is usually much bigger than what any
individual organisation can achieve in isolation. It is a compelling description of what ultimate success looks
like and should be challenging but achievable. It should appeal to peoples hearts and minds and inspire a
practical but creative and impassioned approach.
A good starting point when conceiving an organisational vision is to ask trustees and employees, What sort
of world would you create for our beneficiaries if you were handed a magic wand?

Purpose
If the vision is the overarching dream, the purpose is the specific part of the dream that the organisation
hopes to make real. A charitys purpose outlines why the organisation was established in the first place and
identifies the piece of the puzzle that it is trying to fill. Regularly referring back to a clearly defined purpose
helps an organisation to make strategically appropriate decisions and to remain focussed in its activities.
In determining organisational purpose, the following questions can be considered:

What contribution do you want your charity to make to the organisations vision?

Which pieces of the puzzle are currently being done well?

Which are being done badly or not at all?

What piece of the puzzle is your organisation well-positioned to fill? (What are the strengths, skills
and strategies that your organisation can harness in working towards the organisational vision?)

If you could look back in 20 years time, what would you have liked to have seen the organisation
achieve?

Mission
If the vision defines the end point, and the purpose defines the specific part of the vision that the organisation
is striving to fulfil, the mission operationalises the way in which the charity plans to meet these overarching
goals - it is the game plan, so to speak.
1

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guide (2012) and Branding: the jewellers story (2005). Available free from www.nfpsynergy.net

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This distinction between vision, purpose and mission is shown by the following example from St Mungos (our
labelling):
Vision: Our vision is that everyone has a place to call home and can fulfil their hopes and ambitions.
Purpose: We are here to end homelessness and rebuild lives.
Mission: We achieve our vision through:

Providing direct support to our clients to prevent or respond to their homelessness and to enable
their recovery

Building relationships with communities and the wider public to increase understanding about
homelessness and empathy for the people who experience it

Combining the voices of our clients with evidence and knowledge about what works to advocate for
policy change

The mission outlines the mechanisms through which strategic goals will be achieved and sets the boundaries
for the organisations activities. In this way, it guides operations of the ground and focuses the charities
resources.
It is important to remember that times change and new ideas and technologies are always coming to the fore.
While an organisational vision may remain the same for years and even decades, the mission should be
updated regularly to reflect new and improved mechanisms by which the organisation can achieve its
purpose.
When revising a mission statement, the Council on Foundations (a philanthropy organisation based in the
USA) suggests conducting the exercise in Box 1 with board members. In order to facilitate organisation-wide
buy-in, it may be even more useful to conduct it with all staff members during a staff meeting or strategic
planning day.

Strapline
The strapline is a short phrase or sentence which sums up the organisation it highlights what makes the
organisation special or unique and is a brief but powerful impression that the organisation wants its public to
remember. Imagine a strapline as the part of the iceberg that can be seen above the water but supported
and underpinned by the rest of the essence statement that usually cant be seen.
A strapline is particularly important in terms of helping supporters, who know little about the organisation,
and who will often be making a first impression about whether this is a charity they are interested in aligning
themselves with. The beauty of the strapline is that it can be changed to reflect an updated strategic vision
without the confusion and difficulties of a name change. Consider the way in which Sainsburys changed the
rather mundane strapline, Good food costs less at Sainsburys, to the more emotionally powerful, if
enigmatic, Making life taste better, to the thoroughly confusing Try something new today, when most
people want to buy the same stuff week after week. Sainsbury has since replaced this with Live well for less,
a message it hopes will resonate with customers suffering a squeeze on their wallets. Meanwhile, whilst
Tescos continuing dominance in the future has been called into question, it has stuck with the now idiomatic,

Every little helps. We dont claim that the strapline is the reason for Tescos success in the UK to date, more
that their values and vision permeate every aspect of what the organisation does and are distilled into the
strapline.

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Values
Values reflect the organisations core ideology they are the principles, standards and qualities that
characterise the way in which a charity conducts its work. Values should be used to determine the
appropriateness of suggested visions, strategies and actions. They create the organisational culture and will
often determine the extent to which employees and supporters feel affiliated with the charity.
Like mission and vision, an organisations values are often formally defined on paper. But the real work
involves putting them into practice. Senior managers need to target and support behaviours and activities
that exemplify the organisations values.

Beliefs
The organisational beliefs are a statement of what the organisation believes or accepts to be true. Often they
will provide the context for the work the charity does. Like values, beliefs will often determine the extent to
which employees and supporters align themselves with the charity.
It is often easy to confuse values and beliefs. For us, values are more about how the organisation conducts
its business, the way in which it wants to behave, and the attributes that it would like to be seen as having.
So a value might be that the organisation should be professional and authoritative in all that it did.
Beliefs are more externally oriented than values which focus typically on how an organisation does its job.
Beliefs are best seen as more about the cause or statements of how the world should or could be. So a belief
might be that every child has the right to an education or that young people should be encouraged to be
active citizens.
Box 1: Exercise for updating an essence statement
Divide trustees/staff into small groups of three to five people. Ask each person to read the current mission
statement and then answer the following questions:
o Is the current mission statement short and clear? If not, what is the problem?
o

Does it tell people what good the foundation is doing and for whom? If not, what is missing, or is too
much included?

Is it grounded in our values? If not, what is missing?

Does the statement serve as an umbrella that covers all the things we do - our underlying strategies? If
not, what is not included under the umbrella?

Do our prescribed activities reflect contemporary and innovative ways of working towards our vision and
purpose or are we being held back by history? Are there angles we havent thought about?

Does the statement encompass all the people to whom we target our services? If not, which clients or
stakeholders are missing?

Does the statement communicate who we are to the average person? If not, why not? For example, does
it have too much jargon? Is it unclear or too abstract?

Is this a statement we can get excited about and be proud of? If not, what must be done?

Once everyone in the group has finished, each person shares her or his answers with the group and then
each group feeds back into the wider group

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Analysis with examples of good practice


Vision
For the vast majority (85%) of charities surveyed, the organisations vision was clearly described, or at least
could be simply inferred from the text. As the numerous examples below show, a charitys vision enables the
reader to visualise the world of which the charity dreams.

Our vision is to realise Thomas Barnardos dream of a world where no child is turned away from the
help that they need. (Barnardos)
Our vision: A country where children are free from disadvantage. (The Childrens Society)
We work to make sure every child and young person has the love, support and opportunity they
need to reach their potential. (Action for Children)
Our vision is a society in which all children are loved, valued and able to fulfil their potential. In
other words, a society that will not tolerate child abuse - whether sexual, physical, emotional, or
neglect. (NSPCC)
Our vision is a world in which every child attains the right to survival, protection, development and
participation. (Save the Children)
Everyone should have the unique opportunity to discover, explore and experience something new.
(YHA)

Our vision is of an inclusive Christian movement transforming communities so that all young people
can belong, contribute and thrive. (YMCA)
Our vision: A world where disabled people have the same opportunities as everyone else. (Scope)
Our vision: A world in which all deafblind children and adults can be full and active members of
society. (Sense)
Our vision: A world without dementia. (Alzheimers Society)
Our goal is a better life for everyone affected by mental illness. (Rethink Mental Illness)
Our vision is a society where everyone has equal access to the same rights and opportunities.
(United Response)

We want every person affected by breast cancer to get the best treatment, information and
support. (Breast Cancer Care)
Our vision is a world where people don't die prematurely from heart disease. (British Heart
Foundation)

Cancer Research UKs vision is to bring forward the day when all cancers are cured. (Cancer
Research UK)

A better life for people and their families living with a terminal illness. (Marie Curie)
A world in which every birth is wanted. (Marie Stopes International)
Our vision is a world free from the effects of multiple sclerosis. (MS Society)
We believe in a world where everyone can love later life and we work every day to achieve this.
(Age UK)

To end preventable loss of life at sea. (RNLI)


Vision: Everyone who needs it should receive first aid from those around them. No one should suffer
for the lack of trained first aiders. (St Johns Ambulance)
Samaritans vision is that fewer people die by suicide. (Samaritans)
A safe, secure, affordable home for everyone. (Shelter)

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Our vision is that everyone has a place to call home and can fulfil their hopes and ambitions. (St
Mungos)

Royal Voluntary Service wants to help create a society where everyone feels valued and involved
whatever their age. (Royal Voluntary Service)
Christian Aid has a vision - an end to poverty - and we believe that vision can become a reality.
(Christian Aid)

A just world, free from poverty. (Comic Relief)


Oxfam's work is always rooted in a vision of a world where women and men are valued and treated
equally, able to influence the decisions that affect their lives and meet their responsibilities as full
citizens. A just world without poverty. (Oxfam)
Our vision is to strive for a world in which all children realise their full potential in societies that
respect peoples rights and dignities. (Plan UK)
For every child to be safe. (Unicef UK)
VSO's vision is a world without poverty. (VSO)
Our vision is a world where everyone everywhere has safe water, sanitation and hygiene.
(WaterAid)

The underlying goal of all our work is a green and peaceful world - an earth that is ecologically
healthy and able to nurture life in all its diversity. (Greenpeace)
Our ultimate goal has always been people living in harmony with nature. (WWF UK)
Our vision is that every pet will enjoy a healthy life in a happy home. (Blue Cross)
Our vision is a world where every cat is treated with kindness and an understanding of its needs.
(Cats Protection)

All dogs can enjoy a happy life, free from the threat of unnecessary destruction. (Dogs Trust)
Our vision is a world where animals are respected and protected. (IFAW)
For nature to have the home it needs. (RSPB)
Our vision is a world where all animals are respected and treated with compassion. (RSPCA)
Several of these essence statements didnt exist in 2006, or have been improved in terms of clarity. For
instance, Marie Curies vision of A better life for people and their families living with a terminal illness is both
more concise and inclusive. A decade ago, it referred only to end of life and cancer, and was more wordy: At
the end of life we want all patients with cancer to experience the best possible care with the choice of being
cared for in their own home. Previously Marie Stopes International did not state a vision, but had a very clear
and concise statement of purpose, The prevention of unwanted births, which they seem to be no longer
using. Instead, they now have the more positively worded vision of A world in which every birth is wanted.
Since 2006, some charities had changed their vision from being about the organisation to being about the
cause. For example, RNLI now describe their vision as the clearly defined and inspiring goal: To end
preventable loss of life at sea, rather than to be recognised universally as the most effective, innovative and
dependable lifeboat service. Similarly, St Johns ambulance vision is now: Everyone who needs it should
receive first aid from those around them. No one should suffer for the lack of trained first aiders. Previously
they stated that Our vision for St. John is that we strengthen our position as the leading and most respected
provider of First Aid and First Aid training in local communities, and develop selectively our other charitable
activities such as transport and care where our distinctive skills and resources match community needs.

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The ease and speed at which someone looking at a charitys website can see the charitys vision varied
enormously. The British Heart Foundation displays their vision as a banner across their homepage,
underneath their purpose Funding life changing research.
Figure 1: British Heart Foundation homepage

United Response display their vision prominently on their webpage as you scroll down, which is particularly
helpful given that their name alone does not clearly identify their area of work.

Figure 2: United Response homepage

Whilst not quite as prominent, Action on Hearing Loss vision also appears on their homepage underneath
Welcome, a section which is likely to gain the attention of somebody looking at the website for the first time.
A clear vision is an excellent way to introduce people to the charity.

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Figure 3: Action on Hearing Loss homepage

Without naming names, other charities had clear and well thought-through visions, but finding this from the
homepage was almost impossible due to a lack of clear signposting and it being hidden on FAQ or fact file
webpages. If you are going to declare an inspiring vision, we recommend you dont hide it away!

Purpose
As in 2006, it was not always easy to instantly ascertain each charitys statement of purpose from its website,
that is, why the organisation was established and the overall objective the organisation is striving to fulfil. To
avoid confusion, it should be noted that charities sometimes used the term mission to refer to what we are
here calling purpose. As a reminder, we are using the term mission to refer specifically to the way in which
the charity plans to meet their overarching goals, the mechanisms through which strategic goals will be
achieved. We are not suggesting that this is the only or best way to use these terms, but that it is useful for
charities to tell potential supporters about both what they are aiming for and how they plan to do so.
A selection of good examples of purpose statements are included below:

We find happy homes for abandoned or unwanted pets and we keep pets healthy by promoting
welfare and providing treatment. (The Blue Cross)
WaterAid is an international organisation whose mission is to transform the lives of the poorest and
most marginalised people by improving access to safe water, sanitation and hygiene. (WaterAid)
We are the only UK wide charity providing care, information and support to people affected by
breast cancer. (Breast Cancer Care)
YHAs charitable objective forms the basis of all our work: To help all, especially young people of
limited means, to a greater knowledge, love and care of the countryside, and appreciation of the
cultural values of towns and cities, particularly by providing Youth Hostels or other accommodation
for them in their travels, and thus to promote their health, recreation and education (YHA)
Our mission is to inspire change and create opportunities to enable blind and partially sighted people
to have equal voice and equal choice. (Action for Blind People)

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Barnardos transforms the lives of the most vulnerable children across the UK through the work of
our services, campaigning and research expertise. (Barnardos)
Purpose: The RNLI save lives at sea (RNLI)
VSO is the worlds leading international development organisation that uses volunteers to fight
poverty and reduce inequality. VSO brings people together to fight poverty. (VSO)
For some charities, the purpose is a direct reflection of the vision:
Our vision: A world where disabled people have the same opportunities as everyone else.

Scope exists to make this country a place where disabled people have the same opportunities as
everyone else. Until then, well be here. (Scope)
Our vision is a world where animals are respected and protected.

IFAWs mission is to rescue and protect animals around the world. We rescue individuals, safeguard
populations, and preserve habitat. (IFAW)
All dogs can enjoy a happy life, free from the threat of unnecessary destruction.
Our mission is to bring about the day when all dogs can enjoy a happy life, free from the threat of
unnecessary destruction. (Dogs Trust)

Mission
In many cases, charities missions had to be inferred from the what we do section. Back in 2006, over a fifth
of the charities surveyed did not have a clear mission. Whilst the level of detail and clarity given varied, when
conducting this survey now it was possible to get some idea of the work being done by each charity surveyed
to meet its overall goals.
However, although potential supporters can always read the what we do section to clarify how an
organisation carries out its purpose, not having a clear mission statement does weaken an organisations
strategic artillery. It is incredibly valuable for trustees and employees to have a clear statement about how the
organisation plans to meet its goals which can be referred to regularly in determining steps forward.
A small selection of organisational missions which do their job well are highlighted below.
YMCA: The services each of our 114 YMCAs provide meet the needs of people in their area, reaching out to

communities and engaging with young people from groups that might be hard to reach. YMCAs dont just
provide a bed, but also seek to help young people gain the training, skills and confidence to go on to lead
independent lives. Some YMCAs will work predominately with homeless people, while others focus wholly on
physical activity or youth work and crches. Together we are delivering services to 530 communities across
the country.
Leonard Cheshire: For over 65 years, we have supported disabled people in many different ways, to reflect

what they tell us they want. This includes providing care in peoples own homes, in supported rented
accommodation, in residential homes, in day centres and through respite services. We make a difference to
the lives of thousands of people by supporting them to develop skills through employment, education,
enterprise, health, volunteering and digital inclusion projects. We campaign alongside disabled people to bring
about changes for the better, and to challenge ignorance and unfairness in society. Internationally, we are
part of a Global Alliance of Leonard Cheshire charities which works to improve the lives of disabled people in

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54 countries. What we do goes far beyond providing social care. We deliver innovative services to help
disabled people find and remain in employment. We build confidence through the provision of information,
advice and guidance, and to break down barriers through access to computers and adapted IT equipment.
Action on Hearing Loss: We're experts in providing support for people with hearing loss and tinnitus.

We provide day-to-day care for people who are deaf and have additional needs.

We supply communication services and training.

We offer practical advice to help people protect their hearing.

We campaign to change public policy around hearing loss issues.

We support research into an eventual cure for hearing loss and tinnitus.

Sightsavers:

Preventing blindness: Every year, we support our partners to carry out millions of eye examinations
and refer people for treatment to prevent blindness and restore sight. Through community
volunteers in developing countries, we enable the distribution of medication to prevent blinding
diseases. We fund operations for people who need them, and train eye care workers and surgeons.

Supporting equality: We work with partners to train specialist teaching staff; supply glasses, Braille
kits and other learning tools; and educate communities to reduce stigma around visual impairment
and blindness. Because of Sightsavers, people who are visually impaired or have other disabilities are
supported to live independently, get an education and earn an income.

Campaigning for change: We work with national governments, strengthening systems that tackle the
problems at the root of avoidable blindness the sorts of things most of us take for granted, like
access to clean water, sanitation facilities and education. We make changes for the long term, and
help change systems from the inside to ensure support continues to be given to the people who
need it.

Asthma UK: We fight asthma in three ways:

We fund world class asthma research.

We campaign to improve the quality of care received by people with asthma.

We help hundreds of thousands of people a year with our expert advice and support.

Marie Curie: We provide care and support for people living with any terminal illness, and their families. Weve

been carrying out this vital work for over 65 years last year alone we cared for over 40,000 people across
the UK. How we help people living with a terminal illness:

Marie Curie nurses

Our hospices

Support Line and online help

Helper volunteers

Samaritans: We [work to achieve our vision] by:

Being available: 24 hours a day to provide emotional support for people who are struggling to cope,
including those who have had thoughts of suicide

Reaching out: to high risk groups and communities to reduce the risk of suicide

Working in partnership: with other organisations, agencies and experts

Influencing public policy: and raising awareness of the challenges of reducing suicide

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ActionAid: Our unique approach: Helping people claim their basic rights to achieve lasting change is at the

centre of our approach. Survival isn't enough. We help women and girls understand the power they have to
change their own lives, for good.
How were different

we empower women and girls to help themselves, and we fight what holds them back

we work directly with and through local people

were on the frontline; we respond fast with practical hands-on support

we do more than give short-term solutions; we build lasting change.

Across the world we focus on five key areas of work to help people claim their rights:

Ending hunger

Womens rights and gender equality

Emergencies and conflicts

Education

Unjust tax and economic systems

PDSA: At PDSA, saving, protecting and healing pets is what were all about. We are dedicated to improving

pet wellbeing in three very special ways by educating owners, preventing disease and carrying out lifesaving operations. We are the UKs leading vet charity. Every year, the dedicated teams at our 51 Pet
Hospitals and 380 plus Pet Practices work tirelessly to provide 2.7 million veterinary treatments including
440,000 preventative treatments. This helps over 470,000 much-loved pets and brings peace of mind to
300,000 owners. And we are a leading authority on all things concerning pet health and wellbeing: whether
its leading the debate on pet obesity, conducting Britains biggest annual pet wellbeing survey, raising the
status of animals or simply celebrating their contribution to our lives.

Mission into strategy: Strategic goals and strategy documents


In addition to the six key strategic essential elements compiled in this document, some organisations also had
clearly delineated strategic goals to be achieved within a specified timeframe showcased on their websites.
A growing number of charities had published separate strategy documents online. When this occurred, it
provided the reader with a real sense that this was an organisation that had got its act together. It also
provided a sense of transparency and strategic efficacy that made it easier for supporters to establish for
themselves that the charity was doing a good job and using supporters resources effectively.
Ten years ago we highlighted VSOs Focus for change strategy document, which as predicted at the time had
a limited life span. It has since been replaced by People First (2010) which sets out their distinctive approach
as well as six strategic directions for working towards their goal of a world without poverty.

Straplines
Straplines are generally the part of an organisations essence that are the most visible and therefore most
likely to be remembered. Therefore it is important for them to be memorable, inspiring and succinct.
Just under three quarters of charities had a strapline ten years ago, compared to just under two thirds now.
This suggests that the popularity of straplines may be slightly decreasing, or at any rate, it is not increasing.
An inclusive approach was taken, and it may be that some of the fifty straplines identified in the reference

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collection below were not necessarily intended to be seen as a strapline; for example, Shelters current tagline
at 50 referring to their birthday; Action for Blind Peoples emphasis on their partnership with a bigger charity
(working with RNIB); or the YHAs #LiveMoreYHA, which they describe as a philosophy and more than just
a slogan.
Most straplines are clearly identifiable because they appear as part of the logo, or sometimes on a banner
opposite the logo. However, some such as the British Heart Foundations Fight for every heartbeat are not
linked to the logo, but instead appears only directly inserted within the websites text, although in this case
fighting language and tone is used consistently throughout the website.
The nature of, and even perceived need for, a strapline is related to various factors, such as how well known
a charity is, and how descriptive its name is. Six of the original charities surveyed have since renamed
themselves, and a further two (Age Concern and Help the Aged) have merged. Taking on new, more
descriptive names has meant that previous descriptive straplines have become unnecessary. Instead of
needing a strapline to describe their work, they now want to emphasise their history and established
reputation. For instance, the charity NCHs strapline was The childrens charity, but once renamed Action for
Children, the charity has since 1869 under their logo at the top of every webpage, which is mirrored by
Weve been helping children and young people for 145 years under the logo on the footer of every webpage.
Similarly RNIDs strapline, Changing the world for deaf and hard of hearing people, has been replaced since
their renaming as Action for Hearing Loss, with the statement, A national charity since 1911, under their logo
on the website.
Interesting, just seven of the eighty charities surveyed had the same strapline a decade later. These were:
The Scouts Be prepared
Mind for better mental health

We are Macmillan. Cancer support.


Groundworks Changing places changing lives

The RNLI is the charity that saves lives at sea


Cafods Just one world
The National Trusts For ever, for everyone
From the Scouts famous motto to Cafods vision-inspired strapline, compared with the RNLIs highly
descriptive strapline and Macmillans very simple but effective slogan, there is considerable variation between
them.
Like Cafod, a few other charities reflect their vision with their strapline. Thus WWF UKs strapline is For a
future where people and nature thrive reflecting their vision of people living in harmony with nature. Unicef
UKs strapline for every child in danger focuses on the negative compared to the positive vision, For every
child to be safe.
For those charities which have changed their straplines, this is sometimes related to a bigger change in focus,
approach or tone. For instance, NSPCC have made a deliberate decision to move from talking about the
problems to focusing on the solutions, thus replacing Cruelty to children must end. FULL STOP to Every

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childhood is worth fighting for. Meanwhile, Scope has changed from About cerebral palsy. For disabled
people achieving equality to the more inclusive About disability.
Sense have made their strapline far clearer, changing it from touching peoples lives to the more descriptive
for deafblind people. Similarly Marie Curies strapline has changed from the more emotional Devoted to life
to the more descriptive Care and support through terminal illness. Since 2006, the Royal Voluntary Service
have both changed their name and moved to more a descriptive strapline, from Make it count to Together
for older people. Marie Stopes Internationals strapline Children by choice, not chance is more memorable
and less technical but still descriptive, compared with the previous version, Providing choices in reproductive
healthcare worldwide.
Interestingly Diabetes UK has moved from the descriptive The charity for people with diabetes to a slogan
emphasising actions rather than the cause: Care. Connect. Campaign. Also moving further away from the
charitys name, Turning Points strapline has changed from turning lives around to inspired by possibility.
RSPBs strapline Giving nature a home seems to be more inclusive than might be expected, referring to
nature rather than birds. On the other hand, Plan UK have changed theirs from Children are at the heart of
everything we do to because I am a girl, so emphasising their focus on girls rights.
Some more examples of clear and memorable straplines:

Believe in children (Barnardos)


Leading the fight against dementia (Alzheimers UK)
The voice of learning disability (Mencap)
for better mental health (Mind)
Lets beat cancer sooner (Cancer Research UK)
The child first and always (Unicef UK)
Incredible hospice and neurological care (Sue Ryder Care)
Love later life (Age UK)
Supporting and empowering refugees (British Refugee Council)
The national charity for single homeless people (Crisis)
Ending homelessness Rebuilding lives (St Mungos)
Change lives. For good. (ActionAid)
Working with the world's poorest people to transform their lives (Concern Worldwide)
Medical aid where it is needed most. Independent. Neutral. Impartial. (MSF)
We wont live with poverty (Oxfam)
Following Jesus where the need is greatest (Tearfund)
Help a vet. Help a pet. (PDSA)

Values and beliefs


Values are the principles, standards and qualities that characterise the way in which a charity conducts its
work, whilst the organisational beliefs are more externally-oriented and refer to beliefs in relation to the
cause, often providing context for the charitys work. Both influence the extent to which employees and
supporters align themselves with the charity. Our distinction between values and beliefs is not always
reflected by charities use of these terms, and given the similarities we discuss them together here.

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The most effective value and belief statements were those that appeared to truly capture the ideological
orientation of the organisation. They inevitably have a lower impact when they appear only as a few catchy
words or statements that are otherwise unrelated to the charitys approach and work.
Therefore, value statements consisting simply of a list of words (e.g. dedicated, passionate etc.) can seem
arbitrary and unsubstantiated the proof is in the doing. If a list of values is given, the values should at the
very least be reflected throughout the rest of the website, and most importantly, in the charitys work. On the
other hand, it is not essential for an organization to explicitly state its values.
It is far more important to have values which permeate all of an organisations promotional materials,
activities and behaviour rather than simply hoping that explicit values emphasised on a webpage or in an
essence statement will do the trick. Values and beliefs are for everyone, all of the time not just to look
good in external communications. Above all, saying does not make it so, doing does. As in 2006, no values
were made explicit on Asthma UKs website, however it was evident from their strategy document that the
organisation continues to value innovation and accessibility they funded local, innovative initiatives and
were creative in their utilisation of communication technologies in getting their resources to their
beneficiaries.
Of course, for employees, an explicit statement of values can be a very important tool for ensuring that
strategic decisions are made in line with the organisations overall ethos and essence. Values that run along a
consistent theme or ethos, or fit with the organisations founding principles, appear more credible.
IFAWs description of its values and beliefs is effective because it demonstrates how they are put into practice
in its work:

We promise supporters and policy makers effective animal protection solutions delivered with intelligence,
compassion and integrity. In order to achieve IFAWs vision of a world where animals are respected and
protected, we follow key principles in our hands-on projects with animals and in our advocacy work to secure
better animal welfare protection in policy, legislation and society:

It should be recognised that animals have intrinsic value and are sentient beings.

Policy should be based on sound science and the ethical treatment of animals.

Conservation decisions should be guided by ecological sustainability and biological sustainability, the
precautionary principle and ethical treatment of animals.

Similarly, Greenpeace explains how:

Through all our work, we always hold true to our core values:
Independence: We have no permanent allies or enemies. We don't solicit or accept funding from
governments, corporations or political parties, or donations which could compromise our independence, aims,
objectives or integrity. Instead, we rely on the voluntary donations of individual supporters and grant-support
from foundations.
Internationalism: The environmental problems we face are usually global in nature, and their solutions must
be too. We are committed to internationalism, and our presence in over 40 countries with 2.8 million
supporters around the world allows us to bring enormous pressure to bear on power-holders.
Personal responsibility and nonviolence: We take personal responsibility for our actions, and we are
committed to nonviolence. These principles are inspired by the Quaker concept of 'bearing witness', which is

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about taking action based on conscience personal action based on personal responsibility. We are
accountable for our actions, and everyone on a Greenpeace action is trained in nonviolent direct action.
Values/beliefs may refer to the origin of the charity, and the on-going motivation behind its work. For
instance:

Crisis was shocked into existence over 40 years ago by the revelation that in one of the world's most affluent
countries people were still living on the streets. Today we remain shocked by the existence of
homelessness. There are still too many people without a home of their own and, since 2010, all forms of
homelessness have been on the rise. We are responding with a renewed commitment and action to end
homelessness.
A number of the charities we surveyed have religious links. This may provide a useful framework for
explaining values and beliefs, but at the same time it is particularly important for potential supporters or
employees to understand what this means for the charity.
For example, World Vision explain how Christian beliefs influence their approach:

Our Christian identity underpins everything that we do. Motivated by our faith, World Vision is committed to
following the teaching and example of Jesus Christ in his identification with those who are poor, vulnerable or
forgotten. In practical terms, this simply means that we want to make a positive difference in the world
around us as an expression and sign of Gods unconditional love. Faith is widely recognised as an important
aspect of the lives of the children, their families and their communities we work with. It crosses the
boundaries of culture and society and is protected in documents such as the Universal Declaration of Human
Rights. It is also acknowledged by many who work in international development that an understanding of
spirituality is critical for effective poverty reduction and development.
Christian Aid point out that the vision and purpose are shaped by Christian faith:

Christian Aids work is founded on Christian faith and powered by hope. It acts to change an unjust world
through charity, providing practical love and care for neighbours in need. It is driven by the gospel of good
news to the poor, and inspired by the vision of a new Earth where everyone lives in justice, peace and plenty
We are proud of our Christian identity and heritage. It defines who we are and how we work We are
committed to the Red Cross and Red Crescent Code of Conduct, meaning we never link aid with evangelism.
As well as describing both what it means that We are professional and We are Christian, Tearfund discusses
their concept of integral mission:

Local church: love in action Acting with justice and loving mercy are central to the purpose of the Christian
church. As a group of followers of Jesus, the church is a powerful and transformational force, vital to freeing
people from poverty regardless of race, religion, nationality or gender When Jesus connected with people,
he changed their lives completely - spiritually, physically and emotionally. He knew that people were more
than just their hunger, or more than just their despair. We always take our inspiration from the example of
Jesus, and so our work focuses on the 'whole' person working through churches to tackle both material and
spiritual poverty. We call this integral mission.

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Popular words
Ever wondered what the hot words were in charity essence statements? A rough and ready search to see
which words came up most frequently in charities essence statements shows a surprising level of similarity
between 2006 and 2016. Whilst we attempted to take the same approach to identifying the relevant text for
essence statements, this comparison is by its nature only approximate making this level of similarity all the
more noteworthy.
Perhaps not surprisingly, the word support came top of the list by far. Respect, partnership/collaboration
and local were the next most popular in both 2006 and 2015. The most notable difference over the last
decade is that diversity was used just 6 times in the essence statements in 2016, compared to over three
times as often ten years ago.
Table 1: Most commonly used words in charity essence statements
2006
2016

2006

2016

Support

126

100

Honesty

14

Respect

50

41

Integrity

14

Partner/partnership/collaboration

48

48

Responsive

Local

43

42

Accountable

15

Equal/inequalities

36

36

Largest

11

Christian

35

33

Passion

Trust

32

29

Champion

Effective

30

27

Grow/Growth

Potential

28

31

Inclusion

Future

27

31

Imagine/imaginative

Dignity

22

24

Steward/stewardship

Diversity

19

Determination

Innovative/innovation

19

20

Enrich

Justice

16

14

Flexible

Empower

12

19

Cost-effective

Healthy

12

10

Harmony

Expertise

11

23

Neutrality/neutral

Responsibility

11

11

Friendly

Independent

10

22

Open-minded

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A simple guide to creating a powerful essence statement


Start with the heart and soul of your organisation. Essence statements should come from the heart of
the organisation. They are not a paper exercise out of a marketing textbook but the opportunity to distil and
agree some of the essence of an organisation. Often the creation of an essence statement helps trustees and
senior managers to establish what they see as some of the fundamental tenets of the organisation.
Good essence statements act as a pole star in the darkness. The best essence statements give every
member of staff, every donor and every volunteer a reference point against which to measure their own
experience. A vision should allow people from across the organisation to say, I believe Im part of that, and
feel empowered and proud to be part of what the organisation is achieving. Alternatively an essence
statement may give people a reference point through which they can articulate and understand their
frustration between their experience and the promise of the vision or mission.
Essence statements are for everyone. The essence statement shouldnt be for funders or trustees or
major donors but for everyone. Its not just for the marketing or fundraising teams. Its not an elite
document for the walls of boardrooms or CEOs. Its often easy to find out how powerful and relevant the
vision document is ask staff what it is. Its amazing how often staff dont know their own organisations
vision, mission or values.
Every charity wants to be caring, dedicated and friendly. Charities often use essence statements to
confuse two things: features that make them distinctive, and features that are part of a universal charity
value-set. For example most charities are caring towards their staff and their beneficiaries. Its good for a
charity to be caring but hardly unique. Caring as an attribute for a charity is the equivalent of marketing a
car as silver. So in any essence statement make sure the space that the charity occupies is more about
whats unique and distinctive, than whats important but ubiquitous.
Secure wide ownership but dont write by committee. Essence statements need to inspire. They also
need to feel relevant to the stakeholders of the organisation. The solution to this paradox is not to make
essence statements feel like legal documents, or fill them with sub-clauses and subjunctives. The solution is
to consult widely across the organisation before drafting or re-drafting an essence statement and then consult
once the statement is complete. However, the drafting of this statement should be left in the hands of one or
two people preferably individuals with good, if not great, copywriting skills.
Less is more. Omit redundant words in essence statements. Do they really need to say registered charity (is
there any other kind?) Or practical support (not many charities provide impractical support)? Or positive change
(who promotes negative change?) While tautologies should be omitted, picture-painting adjectives should not.
Essence statements should paint a picture in the minds of readers of the kind of organisation you are and the
world you believe in.
Live it, breathe it, be it. In the end it doesnt matter what your vision or your mission or your values are if
you dont live and breathe them. Too many essence statements are confined to the walls of a charitys
reception or board room. The best essence statements in the world are worthless if they arent guiding and
giving focus to people every day.

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Part 2: The reference collection of


essence statements
Children and young peoples charities
Action for Children (formerly NCH)
Vision

Every child and young person has the love, support and opportunity they need to
reach their potential.

Purpose

We make life better for children (and their families).


Through our work and through speaking out, we seek to break the cycle of
deprivation. We challenge injustice and empower children to overcome the
obstacles in their lives that hold them back.

Mission

Action for Children is the leading UK provider of family and community centres,
children's services in rural areas, services for disabled children and their families,
and services for young people leaving care. Action for Children helps more than
300,000 children, young people, parents and carers through 650 projects across
the UK. We also promote social justice by lobbying and campaigning for change.
Seek to:
act early so children get the care and support they need,
and to speak out fearlessly on their behalf.
The promotion of the upbringing and care of children and young people in need,
from all backgrounds, cultures and faiths or none, in particular by:
promoting their health
promoting better care and safeguarding them
promoting their education and establishment in life
providing assistance to them, their families and carers
We tailor our work to local circumstances, in partnership with children and young
people, families, communities and local organisations.

Strapline

Since 1869 appears under logo on website (mirrored by Weve been helping
children and young people for 145 years under the logo on the footer of every
page on the website).

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Values

We put children and young people first


We value children, young people and families from all cultures, religions and
backgrounds. We listen to them and their views influence us
We encourage them to develop respect for themselves and others
We value the family, in all its various forms, as a source of love and support for
individuals and as the basis of a caring society

Beliefs

We believe all human beings are unique and have the potential for spiritual,
moral and intellectual growth; and we should be ambitious for our children.
We believe in partnerships between families and the services that support them.
We believe:
Every child should feel safe

Website

Every child should feel secure


Every child should have opportunities

Every child should have a childhood

https://www.actionforchildren.org.uk/

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Barnardos
Vision

Our vision is to realise Thomas Barnardos dream of a world where no child is


turned away from the help that they need.

Purpose

Barnardos transforms the lives of the most vulnerable children across the UK
through the work of our services, campaigning and research expertise.

Mission

As one of the UK's leading children's charities, Barnardo's works directly


with 240,000 children, young people and families every year. We run over 960
vital services across the UK, including counselling for children who have been
abused, fostering and adoption services, vocational training and disability
inclusion groups.
We work with a large number of children from specific groups, including those in
care and children on the child protection register. We also help disabled children,
those who care for a family member who is ill and young people who have been
sexually exploited.
The active involvement of children and their families in developing our services is
vital. Their input helps us deliver the services which best meet their needs.

Strapline

Believe in children

Values

Respecting the unique worth of every person - we believe that every


person is different but equal, and that everyone's unique talent should be
recognised and encouraged;
Encouraging people to fulfil their potential - we all need encouragement
at some time in life. Barnardo's aims to create opportunities for people to
make the most of their abilities;
Working with hope - our hope for a better future for all children is the
source of much of our inspiration;
Exercising responsible stewardship - the commitment of all our staff and
volunteers to making the best use of all our resources enables us to help
children, young people and their families across the UK.
Barnardos derives its inspiration and values from the Christian faith. These
values, enriched and shared by many people of other faiths and of no religious
faith, provide the basis of our work with children and young people, their families
and communities. We work in a multi-cultural society and are proud of our roots.
We value the contribution of everyone who works with Barnardo's - whether
directly with children, young people and their families, or in areas such as
fundraising, retail, administration and support services.

Beliefs

Barnardos believes in children regardless of their circumstances, gender, race,


disability or behaviour. We believe in the abused, the most vulnerable, the
forgotten and the neglected. We will support them, stand up for them and bring
out the best in each and every child. We do this because we believe that every
child deserves the best start in life and the chance to fulfil their potential.
Whatever the issue, we believe that with the right help, committed support and a
little belief, even the most vulnerable children can transform their lives and fulfil
their potential.

Website

www.barnardos.org.uk

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BBC Children in Need


Vision

Purpose

Mission

Our vision is that every child in the UK has a childhood which is:
Safe
Happy and Secure
Allows them the chance to reach their potential
BBC Children in Need is the BBC's UK corporate charity. Thanks to the support of
the public, we're able to make a real difference to the lives of children all across
the UK.
The BBC Children in Need Appeal Night takes place every year in November. The
Appeal show is a whole evening of entertainment on BBC One with celebrities
singing, dancing, and doing all sorts of crazy things to help raise money.
We provide grants to projects in the UK which focus on children and young
people who are disadvantaged. We are local to people in all corners of the UK
and support small and large organisations which empower children and extend
their life choices.
Every penny from the money you raise or donate will go towards helping
disadvantaged children and young people right here in the UK. We are able to
make this promise because we use investment income, trading income and Gift
Aid to cover all running costs, meaning that you can be sure your money makes
a real difference.

Strapline

Be a hero

Values
Beliefs
Website

http://www.bbc.co.uk/corporate2/childreninneed

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ChildLine
Vision
Purpose

To provide support for children in distress or danger (inferred from website)

Mission

ChildLine is a private and confidential service for children and young people up to
the age of 19. You can contact a ChildLine counsellor about anything -no
problem is too big or too small. Call free on 0800 1111, have a 1-2-1 chat
online or send an email.

Strapline
Values
Beliefs
Website

www.childline.org.uk

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The Childrens Society


Vision

Our vision: A country where children are free from disadvantage.

Purpose

Our mission: We fight for change, supporting disadvantaged children to have


better lives.

Mission

The Childrens Society is a national charity that runs local projects, helping
children and young people when they are at their most vulnerable, and have
nowhere left to turn. We also campaign for changes to laws affecting children
and young people, to stop the mistakes of the past being repeated in the future.
We are fighting child poverty on several fronts:
By nurturing children in their early years through our children's centres
and other services.
By strengthening families through providing crucial advice, information
and family support.
By providing a lifeline for destitute families, including the very basics for
survival.
By running a major campaign to expose the damage that debt causes to
childrens lives.
By supporting families out of the debt trap by providing practical debt
advice in our children's centres.
By supporting young people on The Children's Commission on Poverty to
investigate and expose the real impact that poverty has on children's
lives.
By forging major alliances with many others, such as the Church of
England and StepChange Debt Charity, to increase our influence and
expertise to bring about even greater change.
By directly lobbying local and national decision-makers around poverty,
destitution and welfare reform.
We are tackling neglect and supporting victims directly:
By helping hundreds of thousands of young carers have a proper
childhood.
By providing support for young runaways and victims of sexual
exploitation.
By supporting and speaking out for unaccompanied asylum-seekers and
victims of trafficking.
By supporting families to support teenagers at risk of harm.
By providing immediate help to tackle parental and teenage substance
misuse.
By providing life-changing therapy and counselling for teenagers and
young adults struggling with mental and emotional health issues.

Strapline

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Values

Brave: We are brave, fighting injustice at every level, fearless in our


determination to be listened to. We expose and directly address hard truths and
are determined to turn words swiftly into actions.
Ambitious: We are ambitious for the lives of the children we work with. The
pioneering work we do helps them and children across the country aspire to
better lives.
Supportive: We support children in their personal development and to build
positive relationships. Together we enable children to reach their full potential
and realise their ambitions.
Trusted: We have been trusted for over a century to deliver care where it is most
needed. We maintain that trust by being dependable and consistent in our
approach and by fighting for change based on hard evidence

Beliefs

In the late 1800s, The Childrens Society grew out of the ministry of Christians
like Edward Rudolf. While working in some of England's poorest
neighbourhoods, Rudolf was inspired as we are by the practice of Jesus
Christ, who taught that children and the poor are at the heart of the Kingdom of
God (Matthew 18.1-3, Luke 6.20).
Christ teaches us that when we offer hospitality and care to children and those
who lack food or shelter, we are welcoming and caring for him (Matthew 18.5,
25.3440). He tells us that we can only enter the Kingdom of God when we
become like children (Matthew 18.1-3, Luke 6.20). His ministry shows that love
must be combined with courage, and a willingness to confront injustice. In his
words and in his actions, he proclaims hard truths which disturb the powerful and
the comfortable (see Jesus' cleansing of the Temple in Mark 11, Matthew 21,
Luke 19-20 and John 2).
That is why we have a vision of a country where children are free from
disadvantage, and why our mission involves a willingness to tell hard truths as
we fight for change, supporting disadvantaged children to have better lives. It is
because our organisation has grown out of the Churchs ministry with and for the
poorest, and our action has such deep roots in the Gospels, that our charity
continues to draw so much of its support from churches and individuals who are
committed to serving society.

Website

www.the-childrens-society.org.uk

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NSPCC
Vision

Our vision is a society in which all children are loved, valued and able to fulfil
their potential. In other words, a society that will not tolerate child abuse whether sexual, physical, emotional, or neglect.

Purpose

The NSPCC's mission is to end cruelty to children.

Mission

We are the leading children's charity in the UK, specialising in child protection
and dedicated to the fight for every childhood. We are the only UK children's
charity with statutory powers and that means we can take action to safeguard
children at risk of abuse.
Our work includes:
community-based teams and projects throughout England, Wales and
Northern Ireland.
A free, 24-hour Child Protection Helpline that provides information,
advice and counselling to anyone concerned about a child's safety.
Public education campaigns, to increase understanding about child
abuse and provide advice and support on positive parenting.
Parliamentary campaigning to persuade government, Parliament and
opinion-formers to put children's issues at the top of the political
agenda.
Child protection training and advice for organisations involved in the
care, protection and education of children.
Research into the nature and effects of child abuse.
Information resources on child protection and related topics

Strapline

Every childhood is worth fighting for

Values
Beliefs
Website

www.nspcc.org.uk

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Save The Children


Vision

Our vision is a world in which every child attains the right to survival,
protection, development and participation.

Purpose

We aim to inspire breakthroughs in the way the world treats children, and to
achieve immediate and lasting change in their lives.

Mission

Save the Children works in more than 120 countries, including the UK. We save
childrens lives. We fight for their rights. We help them fulfil their potential.

Strapline
Values

Accountability: We take personal responsibility for using our resources


efficiently, achieving measurable results, and being accountable to supporters,
partners and, most of all, children.
Ambition: We are demanding of ourselves and our colleagues, set high goals
and are committed to improving the quality of everything we do for children.
Collaboration: We respect and value each other, thrive on our diversity, and
work with partners to leverage our global strength in making a difference for
children.
Creativity: We are open to new ideas, embrace change, and take disciplined
risks to develop sustainable solutions for and with children.
Integrity: We aspire to live the highest standards of personal honesty and
behaviour; we never compromise our reputation and always act in the best
interests of children.

Beliefs
Website

www.savethechildren.org.uk

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Scout Association
Vision

Scouting in 2018 will make a positive impact in our communities; prepare young
people to be active citizens; embrace and contribute to social change.
Scouting in 2018 will be shaped by young people in partnership with adults;
enjoyed by more young people and adult volunteers; as diverse as the
communities in which we live.
Members of Scouting in 2018 will feel empowered, valued and proud.

Purpose

Scouting exists to actively engage and support young people in their personal
development, empowering them to make a positive contribution to society.

Mission

Scouting takes place when young people, in partnership with adults, work
together based on the values of Scouting and:
enjoy what they are doing and have fun
take part in activities indoors and outdoors
learn by doing
share in spiritual reflection
take responsibility and make choices
undertake new and challenging activities
make and live by their Promise.
It is locally that Scouts are best able to identify and work directly with those
young people most in need. Scouting offers bridges to a world of social
involvement and inclusion through education and activity.

Strapline

Be prepared

Values

As Scouts we are guided by these values:


Integrity - We act with integrity; we are honest, trustworthy and loyal.
Respect - We have self-respect and respect for others.
Care - We support others and take care of the world in which we live.
Belief - We explore our faiths, beliefs and attitudes.
Co-operation - We make a positive difference; we co-operate with others and
make friends.

Beliefs

We believe that through adventure, we challenge individuals so that they learn


and experience new things that can enrich their lives.

Website

www.scouts.org.uk

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YHA (England and Wales) Ltd


Vision

Everyone should have the unique opportunity to discover, explore and experience
something new.
Our vision is to reach out and enhance the lives of all young people.

Purpose

YHAs charitable objective forms the basis of all our work:


To help all, especially young people of limited means, to a greater knowledge,
love and care of the countryside, and appreciation of the cultural values of towns
and cities, particularly by providing Youth Hostels or other accommodation for
them in their travels, and thus to promote their health, recreation and education
Mission: To inspire all, especially young people, to broaden their horizons,
gaining knowledge and independence through new experiences of adventure and
discovery.

Mission

YHA today:
Welcomes all - individual travellers, families, school and youth groups, recording
around two million overnight stays each year
Helps provide learning opportunities for 8,000 school, college and youth groups
to meet the requirements of the National Curriculum and other educational
needs
Gives thousands of disadvantaged young people each year a trip part-funded by
YHAs Breaks for Kids scheme
Accommodates 750,000 overnight stays by young people under the age of 18
each year, travelling independently, with families or as part of an organised
group
Runs a network of 200 Youth Hostels, bunkhouses and camping barns, in
stunning rural, coastal and city locations throughout England and Wales

Strapline

#LiveMoreYHA

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Values

#LiveMoreYHA is all about Adventure, Inclusivity, Freedom, Experience and


Discovery. Its about inspiring your sense, travelling, exploring, seeing new things
and experiencing things you never have before. YHA create unique opportunities
for you to grow, explore, learn and relaxand make new friends along the way.
We live by the philosophy of #LiveMoreYHA and its in everything we do. Every
YHA experience is completely unique, whether youre on a road trip, climbing a
mountain or admiring a city skyline. Well create memories that last a lifetime and
leave you wanting more.
Adventure: Were all about providing new and inspiring experiences for our
customers. So step out of your comfort zone and do something different today.
Inclusivity: Were part of a worldwide hostelling community and were open to all.
Our staff are knowledgeable, welcoming and non-judgemental its like being
part of a huge family, with relatives all over the world.
Freedom: Come and go as you please, eat with us or fire up your barbecue, join
in with our activities and events or crash with us after an exciting day. At YHA,
you truly have the freedom to go your own way.
Experience: The YHA experience is something unique to everyone and all of our
accommodation is affordable and accessible, making it easier for you to get away
and Live More.
Discovery: Make the most of the inspirational locations we are in. Go out and
discover England and Wales and discover yourself.

Beliefs
Website

www.nfpsynergy.net

www.yha.org.uk

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YMCA
Vision
Purpose

Mission

Our vision is of an inclusive Christian movement transforming communities so


that all young people can belong, contribute and thrive.
YMCA enables people to develop their full potential in mind, body and spirit.
Inspired by, and faithful to our Christian values, we create supportive, inclusive
and energising communities where young people can truly belong, contribute and
thrive.
The services each of our 114 YMCAs provide meet the needs of people in their
area, reaching out to communities and engaging with young people from groups
that might be hard to reach. YMCAs dont just provide a bed, but also seek to
help young people gain the training, skills and confidence to go on to lead
independent lives. Some YMCAs will work predominately with homeless
people, while others focus wholly on physical activity or youth work and
creches. Together we are delivering services to 530 communities across the
country.

Strapline
Values

Beliefs

The way we act at YMCA is characterised by five strong and distinctive values
that flow from our Christian ethos.
We seek out: We actively look for opportunities to make a transformative
impact on young lives in the communities where we work, and believe
that every person is of equal value.
We welcome: We offer people the space they need to feel secure,
respected, heard and valued; and we always protect, trust, hope and
persevere.
We inspire: We strive to inspire each person we meet to nurture their
body, mind and spirit, and to realise their full potential in all they do.
We speak out: We stand up for young people, speak out on issues that
affect their lives, and help them to find confidence in their own voice.
We serve others: We are committed to the wellbeing of the communities
we serve and believe in the positive benefit of participation, locally and in
the wider world.
We believe all young people should be able to reach their full potential.

Website

www.ymca.org.uk

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Disability charities
Action for Blind People
Vision

Making every day better for everyone affected by sight loss: by being there
when people need us, supporting independent living, creating an inclusive
society and preventing sight loss.
This is our ambition and is what drives our work.

Purpose

Our mission is to inspire change and create opportunities to enable blind and
partially sighted people to have equal voice and equal choice.

Mission

Action for Blind People has been offering vital support for people who are blind
and partially sighted for over 150 years.
We can support you to live as independently as possible by providing tailored
information and guidance to help you understand what it means to be blind or
partially sighted. We can also offer advice to people who have a visually
impaired friend or family member. For issues outside our areas of expertise, we
have developed a network of partners who are experts in their field and we work
with them to get the best possible deal for people who are blind or partially
sighted.

Strapline

Working with RNIB

Values

To fulfil our ambition we have five values that underpin our behaviour.
Led by blind and partially sighted people: Blind and partially sighted
people are at our heart and influence everything we do.
Collaborative: We work together to make the biggest difference.
Creative: We understand challenges and find ways to overcome them
and move forward.
Inclusive: We include and value people with diverse experience, abilities
and backgrounds.
Open: We are honest, candid and transparent, challenging ourselves and
others.

Beliefs

We believe that everyone should participate in an inclusive society and this


website has been built with this in mind and is for anyone and everyone to
enjoy, however they choose to access and use it.
www.afbp.org

Website

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Action on Hearing Loss (formerly RNID)


Vision

We want a world where hearing loss doesnt limit or label people, where tinnitus
is silenced and where people value and look after their hearing.
We want:
people to acknowledge their hearing loss and take action
more support for people with hearing loss
no one to be isolated through their hearing loss
people to protect themselves against hearing loss and tinnitus

to cure hearing loss and tinnitus.

Purpose

Action on Hearing Loss is the Royal national charity helping people confronting
deafness, tinnitus and hearing loss to live the life they choose.
Action on Hearing Loss enables them to take control of their lives and remove
the barriers in their way, giving people support and care, developing technology
and treatments, and campaigning for equality.

Mission

We're experts in providing support for people with hearing loss and tinnitus.
We provide day-to-day care for people who are deaf and have additional
needs.
We supply communication services and training.
We offer practical advice to help people protect their hearing.
We campaign to change public policy around hearing loss issues.
We support research into an eventual cure for hearing loss and tinnitus.
A national charity since 1911

Strapline
Values

We have three core values at Action on Hearing Loss: People, Passion


and Partnership. They reflect what we are like at our best and what we aim to be
more like, more of the time. They guide how we act, behave towards others and
go about our day to day work.
People
We treat people with warmth, dignity and respect.
We show kindness, care and understanding.
We treat people how we would like to be treated.
Passion
We work with enthusiasm and energy.
We strive for high standards and always try to do our best.
We innovate, take risks and try new things.
Partnership
We listen carefully to others and try hard to understand.
We share insights, ideas and resources.
We act with integrity, building trust.

Beliefs
Website

https://www.actiononhearingloss.org.uk/

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The Disabilities Trust


Vision
Purpose

Mission statement: Inspired by the potential of people with disabilities, we are


working in partnerships to provide the highest quality services for those within
our area of expertise.

Mission

The Disabilities Trust is a leading national charity, providing innovative care,


rehabilitation and support solutions for people with profound physical
impairments, acquired brain injury and learning disabilities as well as children
and adults with autism. People are at the heart of everything we do and our
services across the country include purpose-built residential accommodation,
community-based housing, respite care, special education and community
enabling services to maximise each individual's independence. We provide care
that is tailored to the needs of the individual, enabling independence and
ensuring dignity and respect at all times.
Working in partnership with those we support, their families and friends, local
authorities, health authorities, housing associations and other organisations, we
have an established track record of delivering leading-edge services that meet
the needs of people with complex and challenging disabilities. We are continually
looking to refine our existing services and develop new ones in response to
identified individual needs. We monitor and, where possible, aim to influence
policy and legislative changes which will affect our service users or people with
disabilities within our areas of expertise.

Strapline
Values

People with disabilities are at the heart of all that we do. While meeting their
care and support needs, we will endeavour at all times to enhance their
independence and promote their rights as equal members of society.
We believe in:
the honesty and integrity of everyone in, and associated with, the Trust
respect and support for each other and our respective roles
accountability and responsibility at all times
working in partnership with others to the mutual benefit of people with
disabilities.
We will:
deliver services to the highest possible standard
be businesslike and professional but caring
aim for financial viability
be forward thinking, innovative and pioneering
work towards measurable quality outcomes
raise standards within the sector.

Beliefs
Website

www.disabilities-trust.org.uk

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Guide Dogs for the Blind


Vision

We will not rest until people who are blind or partially sighted can enjoy the
same freedom of movement as everyone else.

Purpose

We will deliver a world class guide dog service as part of a range of mobility
services, and work to break down barriers to ensure people who are blind and
partially sighted can get out and about on their own terms.

Mission

We have been expertly breeding and training guide dogs now for over seventy
years and have provided thousands of dogs to blind and partially-sighted people
of all ages and from all walks of life. We also deliver confidence-building
rehabilitation services to adults, young people and children - including long cane
mobility training and communication and daily living skills.
Guide Dogs carries out research that provides sound scientific evidence on which
to base our services, campaigns, policies and operational procedures (the way
we do things).
We campaign alongside visually-impaired people for rights that most sighted
people take for granted. These include access to services and transport, freedom
of mobility, and provision of better rehabilitation services. Working closely with
guide dog owners, service providers, other voluntary organisation and MPs,
we've won major victories and have successfully lobbied to influence policies and
legislation.

Strapline
Values

Beliefs

Website

The beliefs that guide the entire organisation:


Dedicated to superior quality
Always trustworthy
Inclusive and embracing
Customer focused
Maximising impact
Passionate and determined
We will always seek to be trustworthy and transparent; that we will always be
innovative and responsive; and that we will collaborate with others wherever that
is to the benefit of people who are blind and partially sighted.
We believe everyone has the right to get out and about safely and we work
tirelessly to improve mobility and access for people who are blind and partially
sighted.
www.gdba.org.uk

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Leonard Cheshire
Vision

We work for a society in which every person is equally valued. We believe


disabled people should have the freedom to live their lives the way they
choose. To have the opportunity and support to live independently, to
contribute and participate fully in society.

Purpose

Leonard Cheshire Disability is a charity supporting disabled people in the UK


and around the world to fulfil their potential and live the lives they choose.
We support disabled people to have the freedom to live their lives the way
they choose with the opportunity and support to live independently,
contribute economically and participate fully in society.

Mission

For over 65 years, we have supported disabled people in many different ways,
to reflect what they tell us they want. This includes providing care in peoples
own homes, in supported rented accommodation, in residential homes, in day
centres and through respite services.
We make a difference to the lives of thousands of people by supporting them
to develop skills through employment, education, enterprise,
health, volunteering and digital inclusion projects.
We campaign alongside disabled people to bring about changes for the better,
and to challenge ignorance and unfairness in society.
Internationally, we are part of a Global Alliance of Leonard Cheshire
charities which works to improve the lives of disabled people in 54 countries.
What we do goes far beyond providing social care. We deliver innovative
services to help disabled people find and remain in employment. We build
confidence through the provision of information, advice and guidance, and to
break down barriers through access to computers and adapted IT equipment.

Strapline
Values
Beliefs

We believe disabled people should have the freedom to live their lives the way
they choose.

Website

www.leonard-cheshire.org

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Livability (formerly Shaftesbury Society)


Vision

At Livability, we believe that communities should be places of inclusion.


Everyone has the right to a full and independent life. People shouldnt just exist
or survive they should thrive.
Our vision is of a transformed society where disabled and disadvantaged people
can live life to the full.

Purpose

Livability is a national Christian disability and community engagement charity


that has been fighting against social exclusion for 160 years. We are an enabling
network, tackling barriers in society to make community livable.

Mission

Inspired by our Christian ethos, we work with disabled and disadvantaged


people to achieve real choice, independence and opportunity. We do this
through our expertise, the breadth and quality of our services and by
campaigning for change.
We deliver disability services, community projects, education and training
resources that promote inclusion and wellbeing. We work to tackle barriers in
peoples lives and support the physical, emotional, spiritual and social needs of
all we meet. Wherever we create a service, we seek to create partnership work
with other local agencies or churches. We always aim to enhance whats
important and special in a place and person. Focusing on the strengths in
peoples lives and growing opportunities for community.
With expertise in disability service delivery and grass roots community
engagement work, we have a strong presence in a number of UK
communities and we also share our expertise internationally

Strapline
Values

We value all people: We believe in the equality and unique value of every
individual, and create opportunities for people to fulfil their potential and live life
to the full.
We work together: We work together in partnership not just with those who use
our services, but with their families, local communities and other organisations.
We invest in our staff: We value the people who work for us and with us,
developing their skills and confidence.
We are professional: We seek to deliver services of the highest quality and
constantly seek to improve through listening, reflecting, learning and action.
We exercise responsible stewardship: Making the best possible use of and
conserving scarce resources is vital to us.
We challenge injustice: Working closely with disabled and disadvantaged
people, we challenge injustice, using our research and expertise to achieve real
change.
Livability has a broad, generous and inclusive Christian ethos, welcoming people
from all faiths and none to work together towards the good of the whole
community.

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Beliefs

Livability derives its inspiration and values from the life and message of Jesus
Christ and the Christian faith. These Christian beliefs shape what we do and
provide the basis on which our work is founded.
Our ethos and values that flow from it are an expression of our shared
commitment to put into practice the teaching of Jesus Christ and our
understanding of how God calls us to work in the world.
We warmly welcome people of all faiths or none to work with us, asking them
only to share our commitment to living out our values through their work and
serving all unconditionally.
We believe that every person is important and of equal worth. For all whom we
serve, we are committed to supporting people as they pursue their purpose, live
a flourishing life and enjoy complete participation in their community.
We work with local churches and other partners as agents of community
change. Churches in the heart of a neighbourhood, motivated to spread the
Good News of Gods kingdom, can have a massive impact on making a
community livable.
Livability works with a range of churches, to help meet the needs of their
community; partnerships that bring communities together and provide training
and resources around issues of disability and social inclusion.

Website

http://www.livability.org.uk/

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RNIB
Vision
Purpose

Were here for everyone affected by sight loss. Whether youre losing your sight
or youre blind or partially sighted, our practical and emotional support can help
you face the future with confidence.
Together we make daily life better for people affected by sight loss, by being
there when you need us.
We raise awareness of sight problems, and how to prevent sight loss, and we
campaign for better services and a more inclusive society.

Mission

Our work includes:


campaigning on a range of issues from preventing sight loss through to
better transport services for blind and partially sighted people
supporting others through a range of products and services
offering training, education and learning
employment and education services
promoting accessible services

Strapline

Supporting people with sight loss

Values

We listen and work energetically with others to achieve our aims.

Beliefs
Website

www.rnib.org.uk

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Scope
Vision

Our vision: A world where disabled people have the same opportunities as
everyone else.

Purpose

Scope exists to make this country a place where disabled people have the
same opportunities as everyone else. Until then, well be here.

Mission

We provide support, information and advice to more than a quarter of a million


disabled people and their families every year. We raise awareness of the issues
that matter. And with your support, we'll keep driving change across society
until this country is great for everyone.

Strapline

About disability

Values
Beliefs

Our beliefs
See the person: In our interactions with disabled people we consider all of the
qualities and characteristics that go to make people distinctive and unique, not
only their impairment or condition.
Set no limit on potential: Every disabled person has the right to live their life
and work towards their goals without being limited by other peoples
expectations or prejudices. We never set limits on any disabled persons
individual potential.
Freedom to choose: Every disabled person should have the right to exercise
choice and control over all decisions that shape their future including the
products, services and support programmes they use.
Independence and inclusion: All service developments designed to support
disabled people should enable them to become increasingly independent and
to live their lives within the community of their choice.
Everyday life equality: We believe that all disabled people should have the
same opportunity to education, work, building a home and social life, and
access to any location or venue that other people in our society enjoy. No
more. No less.
Together we can create a better society: The investment required to support
our beliefs will be more than repaid through the as yet untapped potential of
disabled people and through our collective pride in creating a better society for
all.

Website

www.scope.org.uk

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Sense
Vision

Our vision: A world in which all deafblind children and adults can be full and
active members of society.

Purpose

Sense is a national charity supporting and campaigning for people who are
deafblind and those with sensory impairments.
Our purpose: To support and promote the interests of people who are deafblind,
multi-sensory-impaired, or who have a single sensory impairment with additional
needs.

Mission

We have been supporting people who have sensory impairments to enjoy more
independent lives for the last 60 years.
At Sense we offer high-quality, flexible services across the UK, using skilled staff
and a dedicated network of volunteers. We work with a wide range of people
who are deafblind or have sensory impairments, as well as those who have a
single-sensory impairment with additional needs. We have skills in complex
communication, orientation and challenging behaviour.

Strapline

For deafblind people

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Values

www.nfpsynergy.net

Our values underpin our vision and purpose, as they guide us in all that we do:
Honesty in how we behave
Aspirational in our approach
Accountability for our actions
Recognition of peoples contribution and worth
Trust in each other
The I statements put these values into effect and describe our behaviours and
expectations. They are inclusive and apply to us all, staff, trustees, deafblind
people, families, and our behaviour to colleagues in other agencies. They also
flow into practice, through induction, training, information materials, policies and
staff performance.
I will listen to others: By whatever means something is communicated to
me: by gesture, facial expression, body tension or posture, sign language,
objects of reference, in writing or voice, I actively listen.
I will understand and respond: I try to the best of my ability to
understand what is being communicated to me and I always respond in a
timely and respectful way.
I will respect others: I respect and treat others as I would wish to be
respected and treated myself.
I will be honest and open: I am open about the reasons for my actions
and I give my honest opinion knowing that it will be respected.
I will participate and contribute: I participate to the best of my ability and
contribute willingly and freely.
I will take informed risk: I consider the benefits of taking a risk as well as
what might happen if things go wrong. Where possible I seek to manage
risk rather than avoid it.
I will find things to celebrate: I recognise that all achievements, no matter
how small they might seem to me, are cause for celebration.
No decision about me, without me: I always seek to involve individuals in
coming to decisions that affect them.

Beliefs
Website

www.sense.org.uk

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Sightsavers
Vision

Purpose

We want avoidable blindness to be eliminated. We want equality for people with


disabilities.
The problem: There are 39 million blind people in the world, but 80 per cent of
blindness could be prevented or cured. Thats 31.2 million people who are blind
when it could have been avoided. Shocked at how unfair this is? So are we. But
you can help us do something about it.
We help blind people to see again, and prevent people from going blind
wherever we can. We improve the lives of people with disabilities, particularly
those who have permanent sight loss.
We need to change the lives of people at risk of sight loss for the long term not
just today. So we campaign to make the world a fairer place for people with
disabilities and we tackle the underlying causes of avoidable blindness.

Mission
Preventing blindness: Every year, we support our partners to carry out millions
of eye examinations and refer people for treatment to prevent blindness and
restore sight. Through community volunteers in developing countries, we enable
the distribution of medication to prevent blinding diseases. We fund operations
for people who need them, and train eye care workers and surgeons.
Supporting equality: We work with partners to train specialist teaching staff;
supply glasses, Braille kits and other learning tools; and educate communities to
reduce stigma around visual impairment and blindness. Because of Sightsavers,
people who are visually impaired or have other disabilities are supported to live
independently, get an education and earn an income.
Campaigning for change: We work with national governments, strengthening
systems that tackle the problems at the root of avoidable blindness the sorts
of things most of us take for granted, like access to clean water, sanitation
facilities and education. We make changes for the long term, and help change
systems from the inside to ensure support continues to be given to the people
who need it.
Strapline
Values
Beliefs
Website

www.sightsavers.org.uk

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Mental health and learning


disability charities
Alzheimers Society
Vision

Our vision: A world without dementia.

Purpose

We are here for anyone affected by dementia, and we do everything we can to


keep people with dementia connected to their lives and the people who matter
most. We will:
change the face of dementia research
demonstrate best practice in dementia care and support
provide the best advice and support to anyone dealing with dementia
influence the state and society to enable those affected by dementia to
live as they wish to live.
By pursuing these four goals together we'll mobilise thousands of people. With
them we'll reduce the impact of dementia on lives today and create a world
without dementia tomorrow.

Mission

We are the UK's leading dementia support and research charity, here for
anyone affected by any form of dementia in England, Wales and Northern
Ireland.
We provide information and practical and emotional support to help people live
well with dementia, and we invest in world-class research with the ultimate goal
of defeating it. We also campaign to improve public understanding of dementia
and the devastating impact it can have, and make sure it's taken seriously and
acted on by our governments.

Strapline

Leading the fight against dementia

Values

Always informed by the needs and experiences of people affected


by dementia, we:
are inclusive, making sure that we reach out to and involve people from
every group and community
challenge ourselves and others to question the status quo, be
pioneering, and embrace change
aspire to excellence in everything we do
always act with integrity and treat everyone with respect, dignity and
fairness

enable others to make a meaningful contribution and realise their


potential.

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Beliefs

At Alzheimer's Society, we believe passionately that life doesn't end when


dementia begins.

Website

www.alzheimers.org.uk

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Mencap
Vision

Our vision is a world where people with a learning disability are valued equally,
listened to and included. Our challenge, alongside people with a learning
disability and their families, is to make this world a reality.
Right now, people with a learning disability face inequalities in every area of
life. We need to tackle the issues head on through tireless campaigning and
the delivery of high quality support and services to the people who need us.

Purpose

As youll know, ever since we were founded back in 1946 weve been helping
to change society for the better, fighting for equality for people with a learning
disability.
Mencaps mission is to transform societys attitudes to learning disability and
improve the quality of life of people with a learning disability and their
families.

Mission

Our big plan is divided into five priorities. These are the areas of life we want
to have the biggest impact on, the areas where there is the most need to see
change for the better.
Raising awareness and changing attitudes
Making a difference to the lives of people with a learning disability here
and now
Supporting friendships and relationships
Improving health for people with a learning disability
Giving children the best start in life.

Strapline

The voice of learning disability

Values

Inclusive: We are Inclusive. People with a learning disability are at the heart of
everything we do.
Trustworthy: We are Trustworthy. When we promise something, we dont let
people down.
Caring: We are Caring. We treat everyone with respect and kindness.
Challenging: We are Challenging. When we see things that arent fair we will
campaign until we see real change.
Positive: We are Positive. We never stop believing in a better future and we
celebrate what we are proud of now.

Beliefs
Website

www.mencap.org.uk

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Mind
Vision

We wont give up until everyone experiencing a mental health problem gets


both support and respect.

Purpose

We provide advice and support to empower anyone experiencing a mental


health problem. We campaign to improve services, raise awareness and
promote understanding.

Mission

Staying well: Support people likely to develop mental health problems, to


stay well.
Empowering choice: Empower people who experience a mental health
problem to make informed choices about how they live and recover
Improving services and support: Ensure people get the right services and
support at the right time to help their recovery and enable them to live with
their mental health problem
Enabling social participation: Open the doors to people with experience of
mental health problems participating fully in society
Removing inequality of opportunity: Gain equality of treatment for people
who experience both mental health and other forms of discrimination
Organisational excellence: Make the most of our assets by building a culture
of excellence.

Strapline

for better mental health

Values

Mind's

values are at the heart of everything we do.


Open: We reach out to anyone who needs us
Together: We're stronger in partnerships
Responsive: We listen, we act
Independent: We speak out fearlessly
Unstoppable: We never give up

Beliefs
Website

www.mind.org.uk

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National Autistic Society


Vision

Our staff are passionate about creating a world in which all autistic people get
to lead the life they choose. [From Who we are]
Our aim is to spread the understanding of autism and autism practice that we
have developed over 50 years. Until everyone understands. [From Our story]

Purpose

Our activity is all designed to make the maximum positive impact on the lives of
the 700,000 autistic people in the UK and their families and friends.

Mission

We are the leading UK charity for autistic people (including those with Asperger
syndrome) and their families. We provide information, support and pioneering
services, and campaign for a better world for autistic people.
We now know that more than one in 100 people are autistic that's around
700,000 people in the UK today. We also know that our charity alone can only
directly support a small proportion of these people, their families and friends.
That's why our aim is to spread the understanding of autism and autism
practice that we have developed over 50 years. We will give very best
information and advice possible to autistic people, their families and others so
that more people can make informed decisions about their lives. We will pass on
our knowledge to professionals working in education, health, social care and
beyond. And we'll push wider society to understand autism better so that fewer
people feel unable to engage with their communities.
We want to inform, inspire and motivate. We want lasting change. Our work
has given us the experience, expertise and determination to do this.

Strapline
Values
Beliefs
Website

www.nas.org.uk

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Rethink Mental Illness (formerly Rethink)


Vision

Our goal is a better life for everyone affected by mental illness.

Purpose

Leading the way to a better quality of life for everyone affected by severe mental
illness.
We challenge the stigma and discrimination that too often accompanies mental
illness and campaign to change policy, nationally and locally so that things
improve for people with mental illness.

Mission

Today we directly support almost 60,000 people every year across England to get
through crises, to live independently and to realise they are not alone. We have
over 200 mental health services and 150 support groups across England. We
provide expert, accredited advice and information to everyone affected by mental
health problems.
We campaign nationally for policy change, and locally for the support people
need.

Strapline

Our goal is a better life for everyone affected by mental illness. See how we
make a difference [appears on header throughout website]

Values
Beliefs

At Rethink Mental Illness we believe in equality. Everyone should be treated with


respect and dignity. Thats why we strive to prevent discrimination and protect
our staff, the people who use our services, and our members from being
discriminated against.

Website

www.rethink.org

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United Response
Vision

Our vision is a society where everyone has equal access to the same rights and
opportunities.

Purpose

Our mission is to ensure that individuals with learning disabilities, mental or


physical support needs have the opportunity to live their lives to the full.

Mission

Founded in 1973 with just one service in West Sussex, we now support around
2,000 people, work in over 300 locations across England and Wales and employ
over 3,500 staff.
As well as providing support, we run campaigns to raise awareness and to lobby
for change on key issues, run fundraising appeals and events, and provide
guidance and information via our website, as well as through various publications

Strapline

Support that changes with you

Values

We are committed to improving the lives of the people we support. We do this


chiefly through our person-centred approach, which puts people at the centre of
all our activity whether thats day-to-day support or advocacy on matters that
affect them.
We respect and promote the rights of every person we support. As such, we
campaign around issues that are important to and for them in our own right, as
well as members of the Voluntary Organisations Disability Group.
In line with United Responses values and the Equality Act 2010, United Response
does not discriminate against anyone on the grounds of age, sex, race, religion
and belief, marriage and civil partnership, gender reassignment, pregnancy and
maternity, sexual orientation or disability.

Beliefs

All individuals have the right to be treated with dignity and each of us has a
responsibility to treat others with respect

Website

www.unitedresponse.org.uk

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Health and medical charities


Arthritis Research UK (formerly Arthritis Research Campaign)
Vision
Purpose

Our long-term commitment is to:


prevent the onset of arthritis
develop a cure for arthritis
transform the lives of those with arthritis.
Over the next five years to 2020 we want to make a positive and tangible change
in the quality of life for people with arthritis so that they can say: I am in
control, independent and recognised.
We want people with arthritis to:
do the things that make their lives fulfilling and meaningful
manage their condition and the impact it has on their day to day lives
feel that they have a voice and are being heard, understood and visible.

Mission

Our network of experimental treatment centres have supported the testing and
development of new treatment for arthritis and related conditions.
We continue to provide information to help those living with arthritis. There are
more than 90 booklets covering a wide range of conditions, which you can
download or order as hard copies. Our information has been used by millions of
people in the UK, to help manage pain and support daily living.
We have worked hard to ensure key decision makers in government at all levels
take arthritis more seriously, and make it a priority.

Strapline
Values

Everything we do is driven by knowledge to positively impact on what matters to


people with arthritis.

Beliefs
Website

www.arc.org.uk

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Asthma UK
Vision

Stop asthma attacks


Cure asthma

Purpose

We work to stop asthma attacks and, ultimately, cure asthma.


Every ten seconds someone in the UK has a potentially life-threatening asthma
attack and three people die every day. Tragically two thirds of these deaths could
be prevented, whilst others still suffer with asthma so severe current treatments
don't work.
This has to change. That's why Asthma UK exists. We work to stop asthma
attacks and, ultimately, cure asthma by funding world leading research and
scientists, campaigning for change and supporting people with asthma to reduce
their risk of a potentially life threatening asthma attack.

Mission

We fight asthma in three ways:


We fund world class asthma research.
We campaign to improve the quality of care received by people with
asthma.
We help hundreds of thousands of people a year with our expert advice
and support.

Strapline
Values
Beliefs
Website

www.asthma.org.uk

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Breast Cancer Care


Vision

We want every person affected by breast cancer to get the best treatment,
information and support.

Purpose

We are the only UK wide charity providing care, information and support to
people affected by breast cancer.

Mission

We combine the personal experiences of people affected by breast cancer with


clinical expertise, using this in a unique way to:
provide information and offer emotional and practical support
bring people affected by breast cancer together
campaign for improvement in standards of support and care
promote the importance of early detection
We focus our work on the unique experience of each individual affected by
breast cancer. We involve people with breast cancer in all that we do. We use
our understanding of the emotional and practical issues facing people affected by
breast cancer alongside our clinical expertise.

Strapline
Values
Beliefs
Website

www.breastcancercare.org.uk

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British Heart Foundation


Vision

Our vision is a world where people don't die prematurely from heart disease.

Purpose

Coronary heart disease is the UK's single biggest killer but we are leading the
fight against it. Our pioneering research has helped to transform the lives of
people living with heart and circulatory conditions.

Mission

We are the nation's heart charity and the largest independent funder of
cardiovascular research. Today, we are funding thousands of research projects
around the UK that are fighting heart disease.
We also help people millions of people every year with our up to date
information about heart disease so the UK public are better informed.
Our publications offer vital information for heart patients and we also have
resources for healthcare professionals.
We work hard to protect heart health and fight for better services for heart
patients. We are also taking our fight to politicians, government officials,
workplaces and schools.

Strapline

Fight for every heartbeat

Values

Brave: It takes heroic qualities to fight heart disease.


Informed: Our fight is real. Were always armed with knowledge and seek to
know more. This makes the story behind our fight authentic.
Compassionate: We take personal interest in the hearts and minds of everyone
around us.
Driven: We know the need is urgent. Our relentless determination to succeed
ensures we use the knowledge we have to make things happen.

Beliefs
Website

www.bhf.org.uk

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Cancer Research UK
Vision

Cancer Research UKs vision is to bring forward the day when all cancers are
cured.

Purpose

We save lives by preventing, controlling and curing cancer. We fund research


into more than 200 types of cancer we support ground breaking science that
benefits everyone.

Mission

Were the worlds leading charity dedicated to beating cancer through research.
Weve saved millions of lives by discovering new ways to prevent, diagnose and
treat cancer. Over the past century, our researchers have made consistent
progress in the fight against cancer, and survival rates have doubled over the
past 40 years. Our ambition is to accelerate progress and see three quarters of
patients surviving the disease within the next 20 years.

Strapline

Lets beat cancer sooner

Values
Beliefs
Website

www.cancerresearchuk.org

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Diabetes UK
Vision
Purpose

We care for, connect with and campaign alongside and on behalf of all people
affected by and at risk of diabetes.

Mission

We are the UK's leading diabetes charity.


We are diabetes experts: We provide information, advice and support to help
people with diabetes manage the condition well, and bring people together for
support when its needed most.
We are campaigners: We influence governments, opinion formers, healthcare
professionals and health services to ensure that people with diabetes get the
standards of care they deserve.
We are researchers: We are the UKs largest charitable funders of diabetes
research and search relentlessly for life-changing breakthroughs that improve
diabetes care, treatment and prevention.
We are fundraisers: We are members and regular donors, trust and corporate
supporters, runners, swimmers, mountain climbers, bakers and more raising
vital funds to help fund our work.
We are volunteers: We are an army of nearly 7,000 individuals and over 250
groups raising awareness, raising funds and making the work of Diabetes UK
possible.
We are healthcare professionals: Together with our network of over 10,000
professional members and diabetes specialists, we share knowledge to improve
the lives of people with diabetes.

Strapline

Care. Connect. Campaign.

Values
Beliefs
Website

www.diabetes.org.uk

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Great Ormond St Hospital Childrens Charity


Vision

From the Annual Report 2014/15: Great Ormond Street Hospital (GOSH) seeks to
continue to provide the best care and discover new treatments and cures so that
the children of today and tomorrow are given the best chance in life.

Purpose

We face an incredible task to raise about 100 million every year to support
GOSH to remain at the forefront of paediatric medicine. We raise money to
enable the hospital to provide world class care and to pioneer new treatments
and cures for childhood illnesses.
The charity ultimately helps to give hope to our young patients and their families.

Mission

We seek to enhance ability to transform the health and wellbeing of children and
young people, giving them the best chance to fulfil their potential. Our support
for GOSH is focused on four key areas:
The redevelopment programme to replace outdated clinical facilities and
accommodation, enabling the hospital to treat many more children in
modern, purpose-built environments.

Strapline

Support for pioneering research to seek new treatments and cures.

Investment in new equipment so the hospital can harness the latest


technologies.

Welfare and clinical development projects to help improve the experience


of patients and their families, enable clinical innovation, and provide
support for the hospitals dedicated staff.

The child first and always

Values
Beliefs
Website

www.gosh.org

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Macmillan Cancer Support


Vision

Not explicitly stated but can be inferred as: a world where people affected by
cancer are supported and feel more in control of their lives.

Purpose

To reach and improve the lives of everyone living with cancer and to inspire
millions of others to do the same. This is why we exist.
There are 2.5 million people living with cancer in the UK today, and as more
people live longer with their cancer, this number is set to grow to 4 million by
2030. We want to make sure we can provide support to everyone who needs
it, to help people affected by cancer feel more in control of their lives.

Mission

We are a source of support and a force for change. We are about giving
people a helping hand right here and now. That's our role.
We have grown to be the UKs leading source of cancer support. No one
should face cancer alone. So when you need someone to turn to, were here.
Right from the moment youre diagnosed, through your treatment and beyond,
were a constant source of support, giving you the energy and inspiration to
help you take back control of your life, and feel more like yourself again.
We make sure were offering the best information, advice and resources for
everyone.
Macmillans research helps us, and others, understand the needs, numbers and
experiences of people affected by cancer, to develop and influence better care
and services.
We find out what matters to people affected by cancer, and fight for the best
deal. We help shape policies and work with the government to improve lives.
Macmillan offers a range of free courses, workshops and e-learning for people
affected by cancer, including carers, family members, volunteers and
community members.

Strapline

We are Macmillan. Cancer support.

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Values

www.nfpsynergy.net

We are personal. We are open. We inspire others. We are practical experts.


We demand better. These are our values.
We are practical experts: We are recognised for our expertise in everything we
do from providing cancer care, to fundraising, to campaigning. Our
reputation is based on constantly improving our skills and involving people
affected by cancer the real experts in all areas of our work. Were actionfocused, so we use our expertise to deliver tangible improvements to peoples
lives.
We are open: We understand that collaboration is the only way we can help
improve the lives of everyone affected by cancer. We are open-minded and
inclusive. That is why we share our expertise and experience with each other
and the wider world. Were not afraid of letting go and enabling others to build
on our work.
We inspire others: Our shared commitment to what we do inspires us to do
our best. Our positive energy inspires people affected by cancer to cope with
their experience. And our passion will inspire millions of people to get involved,
to change the lives of everyone living with cancer.
We demand better: Whatever we do, we always believe theres room for
improvement. So we demand better from ourselves and others. Were
constantly looking at the bigger picture and for better ways of doing things so
we can stay one step ahead and shape a better future for everyone affected
by cancer.
We are personal: We treat everyone we come into contact with as an
individual and with care. We listen to their experiences and needs and provide
them with the personal support thats right for them. Thats true whether
theyre a person living with cancer, someone who wants to raise money or a
potential volunteer.

Beliefs
Website

www.macmillan.org.uk

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Marie Curie Cancer Care


Vision

A better life for people and their families living with a terminal illness

Purpose

To help people and their families living with a terminal illness make the most of
the time they have together by delivering expert care, emotional support,
research and guidance.

Mission

Strapline

We provide care and support for people living with any terminal illness, and their
families. Weve been carrying out this vital work for over 65 years last year
alone we cared for over 40,000 people across the UK.
How we help people living with a terminal illness:
Marie Curie nurses
Our hospices
Support Line and online help
Helper volunteers
Care and support through terminal illness

Values

Always compassionate

Connecting and empathising with people


Starting with the person's needs, respecting them and treating them with
dignity
Supporting people's choices and decisions

Making things happen

Being clear and straightforward


Listening so that we can understand and do the right thing
Prepared to speak up and challenge on people's behalf

Leading in our field

Building on our unique skills, expertise and experience


Sharing, innovating and partnering
Always seeking to improve in everything we do

People at our heart

Valuing every individual


All views and expectations are heard and respected
Bringing people together and building relationships

Beliefs
Website

www.mariecurie.org.uk

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Marie Stopes International


Vision

A world in which every birth is wanted

Purpose

Marie Stopes International exists to bring quality family planning and


reproductive healthcare to the worlds poorest and most vulnerable people. Our
aim is to create sustainable local networks to bring people the reproductive
healthcare choices they need.
Our mission: Children by choice, not chance. Our mission is to give people a
choice: the choice of when and whether to have children, the choice of what type
of family planning methods to use, and the choice of where and how to get
them.

Mission

We are one of the largest international family planning organisations in the world
and have been delivering family planning, safe abortion, and maternal health
services for over 35 years. Marie Stopes International provides a full range of
quality sexual and reproductive health services, including: family planning, safe
abortion (where abortion is permitted), post-abortion care, maternal and child
health care, diagnosis and treatment of sexually transmitted infections, and
HIV/AIDS prevention.
Our focus is on providing a full range of services to people who would not
otherwise be able to access them and we have pioneered innovative methods of
reaching people in remote and challenging locations. In particular we work with
women and men in remote rural areas and in urban slums whose poor access to
family planning and reproductive health care only exacerbates their poverty and
vulnerability. We have more than 600 centres around the world where clients can
access these services, but the majority of our work is carried out in remote,
inaccessible and under-served communities that cannot reach our centres.
Around 60% of our clients connect with our services through our clinical outreach
teams: they provide services to under-served communities in approximately
30,000 remote rural locations and urban slums.

Strapline

Children by choice, not chance

Values

Our work is underpinned by our passionate commitment to save and improve


womens lives.
Mission driven: With unwavering commitment, we exist to empower
women and men to have children by choice not chance.
Client centred: We are dedicated to our clients and work tirelessly to
deliver high-quality, high-impact services that meet their individual needs.
Accountable: We are accountable for our actions and focus on results,
ensuring long term sustainability and increasing the impact of the
Partnership.
Courageous: We recruit and nurture talented, passionate and brave
people who have the courage to push boundaries, make tough decisions
and challenge others in line with our mission.

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Beliefs

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Choice is fundamental to everything that we do. We respect the right of women


to decide whether and when to have children. Its about what is most suitable for
each individual and for each couple; we give them the information they need to
make their own choices.
At the heart of the way we work are our partnerships with existing healthcare
providers, with governments, and with other aid agencies.
We believe that we should be held accountable for the impact that our work has,
not simply the amount of work that we do. We have developed innovative tools
to do this, like Impact 2 a mathematical model which allows us to measure the
impact of our work and the wider social and economic benefits of offering access
to family planning.

Website

www.mariestopes.org.uk

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Multiple Sclerosis Society


Vision

Our vision is a world free from the effects of multiple sclerosis.

Purpose

Our ultimate goal is to find a cure. Until then, we will do all that we can to
enable people with MS to live life, knowing that they do not have to face MS
alone.
So what is the future that we are determined to build?
A future where quality of life is improved for all people with MS, with
effective treatments to stop relapses, slow progression and restore lost
function.
A future where fewer people are diagnosed with MS because of
progress in the area of prevention.
A future where we greatly reduce the uncertainty around diagnosis
and what the future holds.
A future where people affected by MS have the information they need,
along with the understanding and awareness of others.
A future where people with MS live life, strengthened by an MS
community that ensures no one has to face MS alone.
Our mission is to enable everyone affected by MS to live life to their full
potential and secure the care and support they need, until we ultimately find a
cure. Our aim is to beat MS.

Mission

We fund research, give grants, campaign for change, provide information and
support, invest in MS specialists and lend a listening ear to those who need it.

Strapline
Values

We are led by people affected by MS: people with MS guide our work.
Our work is backed by evidence: We produce accurate information to help
people make informed choices. We believe in good science and that everyone
has the right to safe and effective treatment.
We are accessible to all: We make sure our information and our events are
easily accessible to anyone who needs them, regardless of who they are.
We are impartial: All the information and support we give, and everything we
campaign for, is based on real evidence. We only work with the
pharmaceutical industry when were certain its in the best interests of people
with MS. When we do, were open and honest about it. In 2012 only 0.5% of
our income came from pharmaceutical companies. Our industry supporters
will never have any influence over the content of our publications or the
research we fund. The Society wont accept financial or other support from a
company to support campaigning activities linked to equity of access to drugs
or treatments.
We are open and accountable: We report collaborations and financial
contributions received from industry in our yearly financial report and
accounts. All our accounts are audited by an independent financial group.

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Website

www.mssociety.org.uk

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Sue Ryder Care


Vision
Purpose

We provide incredible hospice and neurological care for people facing a


frightening, life changing diagnosis. We do whatever we can to be a safety net
for our patients and their loved ones at the most difficult time of their lives. We
see the person, not the condition.

Mission

Our care is personal: We start with the person as an individual with their
strengths, characteristics, preferences and aspirations. Then we help them to be
at the centre of the process of identifying their needs. We do this, so they're
enabled to make choices about how and when they're supported to live their
lives.
Not only do we treat more conditions than any other UK charity in our hospices,
neurological care centres and out in the community; we also campaign to
improve the lives of people living with them. We see the person, not the
condition, taking time to understand the small things that help that person live
the fullest life they can.

Strapline

Incredible hospice and neurological care

Values

At Sue

Beliefs

Some people believe that once you have a life-changing illness, there's little
left. We don't. We believe it's the beginning of a new stage of life. A challenging
one, true.

Website

www.suerydercare.org

Ryder we're passionate about giving people the care they want.
That is why we:
push the boundaries
do the right thing
make our future together

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Social welfare and social inclusion


charities
Age UK (formerly Age Concern and Help the Aged)
Vision

We believe in a world where everyone can love later life and we work every day
to achieve this.

Purpose

The over-60s is the fastest-growing group in society and there are more of us
than ever before. Ageing is not an illness, but it can be challenging. Age UK is
the country's largest charity dedicated to helping everyone make the most of
later life.

Mission

We help more than 5m people every year providing support, companionship and
advice for older people who need it most. At Age UK we provide services and
support at a national and local level to inspire, enable and support older people.
We stand up and speak for all those who have reached later life, and also protect
the long-term interests of future generations.

Strapline

Love later life

Values
Beliefs
Website

http://www.ageuk.org.uk/

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British Refugee Council


Vision

We want the UK to be a welcoming place of safety for people who seek refuge
here from persecution and human rights abuses abroad.
For those seeking asylum, we want fair and just decision making;
For those granted refuge, we want equality of opportunity to lead fulfilling
lives;
For those denied protection, we want understanding and humane
treatment;
For all refugees in the UK, we want respect and dignity.

Purpose

To be an influential and effective advocate of refugee protection rights,


supporting and empowering refugees to lead safe, dignified and fulfilling lives, in
line with the UKs international refugee and human rights commitments and
obligations.

Mission

We offer practical support and advice to refugees and people seeking asylum
throughout their journey in the UK. We have been helping refugees for more
than 60 years and have a thorough understanding of the difficulties facing people
arriving in the UK, having fled war, rape, torture and with unimaginable stories to
tell. Many refugees have lost everything and their lives will never return to
normal. We offer a helping hand to support and empower them to rebuild their
lives.
We intend that the Refugee Council uses its position as one of the UKs most
prominent refugee and human rights NGOs to play a pivotal role in:
Creating a vibrant, inclusive and influential refugee rights movement in the
UK;
Ensuring that all refugees in the UK obtain the specialist and mainstream
services and resources they need;
Strengthening the influence and involvement of refugees in shaping the
decisions and processes that affect their lives.

Strapline

Supporting and empowering refugees

Values
Beliefs

We believe asylum seekers and refugees should be treated with understanding


and respect. Our services aim to reflect this.

Website

www.refugeecouncil.org.uk

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Citizens Advice
Vision
Purpose

We aim to provide the advice people need for the problems they face and
improve the policies and practices that affect people's lives.

Mission

We provide free, independent, confidential and impartial advice to everyone on


their rights and responsibilities. We respond to the right issues through the right
channels, as one service working together.
As a service, we:
deliver advice to solve individual problems
provide education to empower clients to help themselves in the future
campaign to solve collective problems
benefit society through the way we work
As the UK's largest advice provider we are equipped to deal with any issue, from
anyone, spanning debt and employment to consumer and housing plus
everything in between.

Strapline
Values

We value diversity, promote equality and challenge discrimination.

Beliefs
Website

www.citizensadvice.org.uk

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Crisis
Vision

We are dedicated to ending homelessness

Purpose

Crisis is the national charity for single homeless people. We are dedicated to
ending homelessness by delivering life-changing services and campaigning for
change.
Our aims are:
We want to do more for more homeless people in more places across the
UK and help to change their lives for good.
We want to change the way society thinks and acts towards homeless
people

Mission

Our work is in the following key areas:


Employment
Education
Housing
Crisis Skylight centres
Health and wellbeing
Christmas
Influencing

Strapline

The national charity for single homeless people

Values
Beliefs

Crisis was shocked into existence over 40 years ago by the revelation that in one
of the world's most affluent countries people were still living on the streets.
Today we remain shocked by the existence of homelessness. There are still too
many people without a home of their own and, since 2010, all forms of
homelessness have been on the rise. We are responding with a renewed
commitment and action to end homelessness.

Website

www.crisis.org.uk

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Groundwork UK
Vision

We want to see a society of sustainable communities which are vibrant, healthy


and safe, which respect the local and global environment and where individuals
and enterprise prosper.
We're passionate about creating a future where everywhere is vibrant and green,
every community is strong and able to shape its own destiny and where
everyone can reach their potential.

Purpose

Creating these sustainable communities means developing initiatives which cut


across economic, social and environmental issues. Our work is diverse, but it all
helps to achieve our vision.
Our projects aim to deliver benefits in three ways:
For people: Creating opportunities for people to learn new skills and take
local action
For places: Creating better, safer and healthier neighbourhoods
For prosperity: Helping businesses and individuals fulfil their potential

Mission

We help people to carry out thousands of projects each year. Tackling climate
change. Helping people out of fuel poverty. Bringing out the best in young people
by helping them to improve their local area. Building stronger communities by
improving green space. Getting people back into work by creating green jobs.
We aim to do this by getting residents, businesses and other local organisations
involved in practical projects that improve quality of life, bring about regeneration
and lay the foundations for sustainable development.
The Groundwork approach:
Start local
Put the right tools in peoples hands
Engage with everyone who has a stake in a place
Address as many issues as possible with the same investment

Strapline

Changing places changing lives

Values
Beliefs
Website

www.groundwork.org.uk

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Jewish Care
Vision

Jewish Cares vision is of a society where people support and care about one
another and are able to participate fully in their community.

Purpose

We want to make a positive impact on the lives of Jewish people by creating and
providing excellent social care that enhances wellbeing and inspires them to stay
connected to their community. We are a leading communal organisation with a
charitable purpose working in London and South East England, with an ambition
to work collaboratively, initiate debate, be a catalyst for change, a channel for
advancement and a voice across the sector.
Jewish Care - promoting meaningful lives for our community.

Mission

We are the largest provider of health and social care services for the Jewish
community in the UK. We provide services to:
Older people
People with mental health needs
Holocaust survivors
People with dementia
People who care for others who have a variety of needs e.g. mental
health, older people, people with disabilities
People with MS, Parkinsons, strokes and those who are visually impaired
People who are bereaved and those recently separated
We also provide youth leadership opportunities, recreational, educational, and
cultural programmes, as well as half-term schemes.

Strapline
Values

Our five values are at the heart of the way we work. They are distinctively Jewish
Care, driving how we act as individuals and as an organisation and shape our
culture. They are:
Excellence: We are ambitious, professional and passionate about offering high
quality services delivered with dedication and sensitivity.
Enabling: Working together, we actively encourage people to go for it and live
meaningful lives.
Creative: We are innovative, adaptable, welcome new ideas and believe in
finding solutions that work for each individual.
Inclusive: Everyone involved with Jewish Care is important and deserves to be
treated with dignity and respect.
Integrity: We treat people fairly and are accountable for what we do and how we
do it.

Beliefs
Website

www.jewishcare.org

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RNLI
Vision

Vision: To end preventable loss of life at sea.

Purpose

Purpose: The RNLI save lives at sea.

Mission

We provide, on call, a 24-hour lifeboat search and rescue service and a


seasonal lifeguard service.

Strapline

The RNLI is the charity that saves lives at sea

Values

Our work is based on and driven by our values. Our volunteers and staff strive
for excellence and are ...
Selfless: willing to put the requirements of others before our own and the
needs of the team before the individual, able to see the bigger picture and act
in the best interests of the RNLI, and to be inclusive and respectful of others.
Prepared to share our expertise with organisations that share our aims.
Dependable: always available, committed to doing our part in saving lives with
professionalism and expertise, continuously developing and improving. Working
in and for the community and delivering on our promises.
Trustworthy: accountable and efficient in the use of the donations entrusted to
us by our supporters, managing our affairs with transparency, integrity and
impartiality. Responsible for our own safety and dedicated to the safety of
others.
Courageous: prepared to achieve our aims in changing and challenging
environments. We are innovative, adaptable and determined in our mission to
save more lives at sea.

Beliefs
Website

www.rnli.org.uk

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Royal British Legion


Vision
Purpose

The Royal British Legion provides lifelong support for the Armed Forces
community - serving men and women, veterans, and their families

Mission

Our twin commitments are to the memory of the fallen and the future of the
living, both equally important parts of our work:
As Custodian of Remembrance we ensure the memories of those who
have fought and sacrificed in the British Armed Forces live on through the
generations.
Through our welfare work we help the British Armed Forces, veterans,
and their families to live on to a more hopeful future.
We want people to understand that the poppy is not just about Remembrance;
it's also about providing hope for the Armed Forces community of all ages,
throughout the year.

Strapline

Live on: to the memory of the fallen and the future of the living

Values
Beliefs
Website

www.britishlegion.org.uk

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Royal Voluntary Service (formerly WRVS)


Vision

Royal Voluntary Service wants to help create a society where everyone feels
valued and involved whatever their age.

Purpose

We are one of the largest volunteer organisations in the country. Our 35,000
volunteers help older people stay active, independent and able to continue to
contribute to society. They do this by providing practical and emotional help
where and when its needed.

Mission

Royal Voluntary Service helps in all sorts of ways:


We help older people get out of the house for a bite to eat, social occasions or
just to see friends. We enjoy popping round for a chat as often as is liked. We
will help with jobs such as doing the shopping and collecting library books. We
can also do the simple but important things, such as changing a light bulb or
fixing a lock.
We are here to make sure older people are calm and well informed before they
have appointments or a stay in hospital, and well check they are ok when they
get home.
We also work on a national level to raise awareness of the issues older people
face. We do this through our media campaigns and research, and by lobbying the
government for age-related policy improvements.

Strapline

Together for older people

Values
Beliefs
Website

www.wrvs.org.uk

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St Johns Ambulance
Vision

Vision: Everyone who needs it should receive first aid from those around them.
No one should suffer for the lack of trained first aiders.

Purpose

As the nation's leading first aid charity, we want to teach everyone simple, life
saving skills.
First aid is such a simple skill, but it has an incredible impact. We want everyone
to learn it, so that they can be the difference between a life lost and a life saved.

Mission

Every year, more than 400,000 people learn how to save a life through our
training programmes, including hundreds of thousands of young people.
Our volunteers provide first aid in their communities, keeping people safe at
events, and working alongside the NHS in response to 999 calls. Were also
always campaigning to raise awareness of first aid and directly educate the
public.
Our mission is to:
provide an effective and efficient charitable first aid service to local
communities
provide training and products to satisfy first aid and related health and
safety needs for all of society
encourage personal development for people of all ages, through training
and by volunteering within our organisation.
As the nation's leading first aid charity, we want to teach everyone simple, life
saving skills.

Strapline
Values

Our values guide our thinking and actions they set out the way we do things.
Humanity Treating others with compassion and respect
Excellence Pride in doing an excellent job
Accountability Delivering what we promise
Responsiveness Continuously learning and improving
Teamwork Working together effectively
Collectively, our values spell out HEART people are at the heart of St John
Ambulance.

Beliefs
Website

www.sja.org.uk

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The Salvation Army


Vision
Purpose

Called to be disciples of Jesus Christ, The Salvation Army United Kingdom


Territory with the Republic of Ireland exists to save souls, grow saints and
serve suffering humanity.

Mission

Our mission: to transform the lives of individuals and communities as a


Christian church and charity in the UK and Republic of Ireland.
We are part of the wider International Salvation Army, which is at work in
127 countries, demonstrating Christian principles through practical support;
offering unconditional friendship, and very practical help to people of all ages,
backgrounds and needs.

Strapline

Christian church and charity

Values

The Salvation Army is a Christian organisation and part of the universal


Christian Church. Its message and the lifestyle it advocates are based on the
Bible's teaching. Its work is to make known the good news about Jesus Christ
and to persuade people to become his followers.

Beliefs

The 11 doctrines of the Army are clearly set out on their website.

Website

www.salvationarmy.org.uk

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Samaritans
Vision

Samaritans vision is that fewer people die by suicide.

Purpose

We work to achieve this vision by making it our mission to alleviate emotional


distress and reduce the incidence of suicide feelings and suicidal behaviour.

Mission

We do this by:
Being available: 24 hours a day to provide emotional support for people who
are struggling to cope, including those who have had thoughts of suicide
Reaching out: to high risk groups and communities to reduce the risk of suicide
Working in partnership: with other organisations, agencies and experts
Influencing public policy: and raising awareness of the challenges of reducing
suicide

Strapline
Values

We are committed to the following values:


Listening, because exploring feelings alleviates distress and helps people to
reach a better understanding of their situation and the options open to them
Confidentiality, because if people feel safe, they are more likely to be open
about their feelings
People making their own decisions wherever possible, because we believe that
people have the right to find their own solution and telling people what to do
takes responsibility away from them
Being non-judgemental, because we want people to be able to talk to us
without fear of prejudice or rejection
Human contact, because giving people time, undivided attention and empathy
meets a fundamental emotional need and reduces distress and despair.

Beliefs
Website

www.samaritans.org.uk

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Shelter (England)
Vision

We strive every day to give people the help they need, and we campaign
relentlessly to achieve our vision of a safe, secure, affordable home for everyone.

Purpose

Were here so no one has to fight bad housing or homelessness on their own.

Mission

Shelter helps millions of people every year struggling with bad housing or
homelessness through our advice, support and legal services. And we campaign
so that one day, no one will have to turn to us for help.

Strapline

At 50

Values

We are:
Bold: Were not afraid to challenge the status quo. We want to make an impact
and well make sure our voice, and the voice of those we help, is heard.
Passionate: Weve a fundamental belief in social justice, fairness and a place to
call home. We wont give up until we achieve our vision.
Focused: More people than ever need our help. We focus on how to make a
difference and achieve sustainable change for individuals, families and wider
society.
Together: We bring expert knowledge, experience and talent together to help us
achieve our goal.

Beliefs
Website

www.shelter.org.uk

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St Mungos
Vision

Our vision is that everyone has a place to call home and can fulfil their hopes and
ambitions.

Purpose

We are here to end homelessness and rebuild lives.

Mission

We achieve our vision through:


Providing direct support to our clients to prevent or respond to their
homelessness and to enable their recovery

Building relationships with communities and the wider public to increase


understanding about homelessness and empathy for the people who
experience it

Combining the voices of our clients with evidence and knowledge about
what works to advocate for policy change

Strapline

Ending homelessness
Rebuilding lives

Values

We seek to demonstrate our values in everything we do, from our interactions


with our clients, to the way we treat each other as colleagues, to how we work
with our commissioners and others.
Our values are to be: Empowering, Inclusive, Committed, Creative, Accountable

Beliefs
Website

www.mungos.org

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Turning Point
Vision

Can be inferred as: for those who need it to have the support they need to turn
their lives around

Purpose

We've been working hard to support people to turn their lives around for 50
years. We were founded on the principle of reaching out to support people to
find a new direction on their journey and this has always remained the case.

Mission

We are a social enterprise, providing specialist and integrated services which


focus on improving lives and communities across mental health, learning
disability, substance misuse, primary care, the criminal justice system and
employment. Our tailored personalised care helps achieve positive outcomes by
offering choice, creating independence and helping people build a better life. We
are experts highly skilled in helping people with the most complex needs.

Strapline

Inspired by possibility

Values
Beliefs
Website

www.turning-point.co.uk

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Humanitarian charities (aid, development


and human rights)
ActionAid
Vision

Together we demand action at local, national and international level. We dont


walk away until weve achieved lasting change.

Purpose

ActionAid is a leading international charity working in over 45 countries. Our


purpose is to help the poorest women and children in the world change their
lives for good.

Mission

Our unique approach: Helping people claim their basic rights to achieve lasting
change is at the centre of our approach. Survival isn't enough. We help women
and girls understand the power they have to change their own lives, for good.
How were different
we empower women and girls to help themselves, and we fight what
holds them back
we work directly with and through local people
were on the frontline; we respond fast with practical hands-on support
we do more than give short-term solutions; we build lasting change.
Across the world we focus on five key areas of work to help people claim their
rights:
Ending hunger
Womens rights and gender equality
Emergencies and conflicts
Education
Unjust tax and economic systems

Strapline

Change lives. For good.

Values

Were committed to being open and honest about every aspect of what we do,
with all the people we work with.

Beliefs
Website

www.actionaid.org.uk

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Amnesty International
Vision

Our vision is a world in which every person enjoys all of the human rights
enshrined in the Universal Declaration of Human Rights and other international
human rights standards.

Purpose

We work to protect men, women and children wherever justice, freedom, truth
and dignity are denied.
As a global movement of over seven million people, Amnesty International is the
world's largest grassroots human rights organisation. We investigate and expose
abuses, educate and mobilise the public, and help transform societies to create a
safer, more just world. We received the Nobel Peace Prize for our life-saving
work.

Mission

To achieve our vision we see it as our mission to undertake research and take
action focused on preventing and ending grave abuses of human rights.
We carry out a wide range of educational activities, promoting the values
contained in the Universal Declaration of Human Rights and other international
agreed human rights standards.
We encourage people to accept that all human rights must be protected
We encourage governments to accept and enforce international standards
of human rights
We encourage governments, political organisations, businesses, other
groups and individuals to support and respect human rights

Strapline
Values

We are a global movement of seven million men, women and children across the
world standing up for humanity and human rights. Our purpose is to protect
individuals wherever justice, fairness, freedom and truth are denied.
With these values at our heart, we have stopped torture, freed prisoners,
prevented executions and saved homes.

Beliefs

We are independent of any government, political ideology, economic interest or religion.

Website

www.amnesty.org.uk

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The British Red Cross


Vision
Purpose

The British Red Cross helps people in crisis, whoever and wherever they are.
We are part of a global voluntary network, responding to conflicts, natural
disasters and individual emergencies.
We help vulnerable people in the UK and abroad prepare for, withstand and
recover from emergencies in their own communities.

Mission

A crisis can happen to anyone. We help more than a million people in the UK
every year, supporting them in emergencies, providing care in the home, and
teaching life-saving first aid skills, among other services.
Our work overseas includes helping communities to prepare for disasters,
helping refugees and asylum seekers to access essential services and adapt to
life in a new country, and protecting people in armed conflict.

Strapline
Values

Beliefs

Website

Our values point the way to how we behave in our daily work:
Compassionate
Courageous
Inclusive
Dynamic
These values sit alongside our fundamental principles, which underpin
everything the International Red Cross and Red Crescent Movement does:
Humanity
Impartiality
Neutrality
Independence
Voluntary service
Unity
Universality
To the British Red Cross, every crisis is personal. From floods to loneliness, it's
not the scale of the crisis that matters. Whoever you are, wherever you are, all
we see is someone who needs our help - and we give it.
www.redcross.org.uk

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CAFOD
Vision

Inspired by Scripture and Catholic Social Teaching, and the experiences and hopes
of people living in poverty, CAFOD works for a safe, sustainable and peaceful world.
Our vision is a world transformed to reflect the Kingdom of God: a world where >
the rights and dignity of every person are respected > all have access to basic
needs in life > women and men share equally in shaping their societies and our
world > the gifts of creation are nurtured and shared by all for the common good >
the structures that shape peoples lives are just and enable peace

Purpose

CAFOD is the official aid agency of the Catholic Church in England and Wales and
part of Caritas International. Across the world we bring hope and compassion to
poor communities, standing side by side with them to end poverty and injustice. We
work wherever the need is greatest, with people of all faiths and none.

Mission

At CAFOD, our mission is to work alongside the worlds poorest people. We work
without prejudice, we dont preach, and we pride ourselves on our diversity. We:
work with poor and disadvantaged communities in the global South to
overcome poverty and bring about sustainable development and well-being

protect lives and relieve suffering during emergencies; reduce the risks to
vulnerable communities as a result of conflict and natural disasters

raise awareness and understanding of the causes of poverty and injustice to


inspire a commitment to lasting change

challenge those with power to adopt policies and behaviour that promote
social justice and end poverty

Strapline

Just one world

Values

Guided by the values of compassion, solidarity and hope, we are rooted in the
Catholic community. We are inspired by Scripture, Catholic Social Teaching and by
the experiences and hopes of people who are disadvantaged and living in poverty.
Values: compassion, hope, dignity, solidarity, partnership, sustainability,
stewardship.

Beliefs

We believe that everyone in the world has the right to live their lives with dignity.
Thats why we work through the local Catholic Church and other partners in Africa,
Asia, Latin America and the Middle East to fight poverty and injustice, wherever the
need is greatest.

Website

We believe our Catholic values are best shown through working for justice and an
end to poverty.
www.cafod.org.uk

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CARE International
Vision

We seek a world of hope, tolerance and social justice, where poverty has been
overcome and people live in dignity and security.
We will be a global force and partner of choice within a worldwide movement
dedicated to ending poverty.
We will be known everywhere for our unshakeable commitment to the dignity of
people.

Purpose

CARE International is one of the worlds leading humanitarian and development


organisations, and has been fighting global poverty and defending the dignity of
people around the world for 70 years.

Mission

CARE currently works in 79 poor and developing countries, helping millions of the
worlds poorest people find routes out of poverty. We are there to provide lifesaving assistance when disaster strikes, and to help people rebuild their lives
afterwards. And we are there to work alongside poor people and communities
on long-term programmes to deliver lasting change.
Our programmes and our policy work tackle the underlying causes of poverty so
that people can become self-sufficient. We place special focus on empowering
women and girls because, equipped with the proper resources, women have the
power to lift whole families and communities out of poverty.

Strapline
Values

At the core of all we do, CARE values:


Respect: We affirm the dignity, potential and contribution of participants, donors,
partners and staff.
Integrity: Our actions are consistent with our mission. We are honest and
transparent in what we do and say, and accept responsibility for our collective
and individual actions.
Commitment: We work together effectively to serve the larger community.
Excellence: We constantly challenge ourselves to the highest levels of learning
and performance to achieve greater impact.

Beliefs

CARE is non-religious and non-political, allowing us to deliver humanitarian and


development assistance to anyone in need regardless of race, gender, ethnicity,
age, religion, political view or sexual orientation.

Website

www.careinternational.org.uk

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Christian Aid
Vision

Poverty is an outrage against humanity. It robs people of dignity, freedom and


hope, of power over their own lives. Christian Aid has a vision - an end to poverty and we believe that vision can become a reality.

Purpose

Christian Aid is a Christian relief, development and advocacy agency. Our essential
purpose:
to expose the scandal of poverty
to help in practical ways to root it out from the world
to challenge and change structures and systems that favour the rich and
powerful over the poor and marginalised

Mission

We work globally for profound change that eradicates the causes of poverty,
striving to achieve equality, dignity and freedom for all, regardless of faith or
nationality. We are part of a wider movement for social justice.
We provide urgent, practical and effective assistance where need is great, tackling
the effects of poverty as well as its root causes.
We are an agency of our churches in Britain and Ireland and are mandated to work
on relief, development and advocacy for poverty eradication.
Wherever we can make a difference, Christian Aid works with and through local
organisations our partners. For many years Christian Aid has worked with
partners of all faiths and none who share our vision of championing the eradication
of poverty and injustice.

Strapline
Values

Love and solidarity: We are called to love and care for one another in compassion
and humility, as we stand alongside all those who struggle against poverty,
powerlessness and injustice.
Dignity and respect: We are convinced that every human being has innate dignity.
All people are of equal worth, which is why we place honesty and respect for
others at the heart of what we do.
Justice and equality: We understand that where people lack power, poverty
prevails, so we support work that empowers individuals and communities. We fight
injustice and inequality with courage, hope and determination, challenging the
structures and systems that prevent people from rising out of poverty.
Cooperation and partnership: Our work is rooted in a spirit of cooperation and we
affirm the value of acting in partnership with others. We work with and for the
churches, as well as with other faith and secular groups. We also engage with
other key actors, including civil society, government and the private sector, in
various ways and on various levels.
Accountability and stewardship: We are accountable for how we use the resources
entrusted to us, ensuring that our decision-making is open and transparent. We
measure our impact and are always striving to improve our performance. We are
committed to being effective stewards of the planet's scarce resources and caring
for the earth for the sake of future generations.

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Beliefs

Christian Aids work is founded on Christian faith and powered by hope. It acts to
change an unjust world through charity, providing practical love and care for
neighbours in need. It is driven by the gospel of good news to the poor, and
inspired by the vision of a new Earth where everyone lives in justice, peace and
plenty.
Christian Aid follows the teaching of Jesus Christ, who commanded his followers to
love their neighbour and work for a better world. Jesus identified with the poor,
excluded, weak, sick and oppressed. He said he wanted everyone to have life,
abundantly, hence, We believe in life before death.
Christian Aid believes everyone is created equal, with inherent dignity and basic
rights. When people are dehumanised denied food, water, dignity, justice,
education, healthcare and chance for an income Christian Aid stands with them in
the struggle to realise their civil, political, economic, social and cultural rights.
We believe in the just and sustainable use of the earth and its resources so that
the greed of one generation will not create poverty for the next.
We are proud of our Christian identity and heritage. It defines who we are and how
we work.
We are committed to the Red Cross and Red Crescent Code of Conduct, meaning
we never link aid with evangelism.

Website

www.christian-aid.org.uk

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Comic Relief
Vision

A just world, free from poverty.

Purpose

Our mission is to drive positive change through the power of entertainment.

Mission

Since we first set up shop in 1985, weve been doing three main things...
We raise millions of pounds through two big fundraising campaigns Red
Nose Day and Sport Relief.
We spend that money in the best possible way to tackle the root causes
of poverty and social injustice.
We use the power of our brand to raise awareness of the issues that we
care most about.
Over the years weve inspired a lot of people who dont normally do charity to,
well, do charity.

Strapline
Values
Beliefs
Website

www.comicrelief.com

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Concern Worldwide
Vision

Concern's vision is a world where no one lives in poverty, fear or oppression.


Where all have access to a decent standard of living and the opportunities
essential to a long, healthy and creative life. A world where everyone is treated
with dignity and respect.

Purpose

Concern Worldwide is a non-governmental, international, humanitarian


organisation dedicated to the reduction of suffering and working towards the
ultimate elimination of extreme poverty in the worlds poorest countries.

Mission

Our mission is to help people living in extreme poverty achieve major


improvements in their lives which last and spread without ongoing support from
Concern.
To achieve this mission, Concern engages in long term development work,
responds to emergency situations, and seeks to address the root cause of
poverty through our work with advocacy and development education.

Strapline

Working with the world's poorest people to transform their lives

Values

Built on our history and the voluntary, compassionate commitment of Concerns


founders:
We focus on extreme poverty: We are driven by a clear focus on eliminating
poverty in the most vulnerable places and responding to humanitarian crises.
We believe in equality: People are equal in rights and must be treated with
respect and dignity.
We listen: Listening and partnership are key to empowering the poorest and
most vulnerable to transform their own lives.
We respond rapidly: People affected by disasters are entitled to have their most
basic needs met through rapid, effective, and principled responses.
We are courageous: Taking necessary risks, balanced with sound judgement,
allows us to work in the most challenging contexts.
We are committed: Going the extra mile to support communities in times of
need and in the face of very difficult operating environments.
We are innovative: Finding effective solutions requires innovative thinking
combined with a pragmatic approach.
We are accountable: Accountability and transparency are central to all of our
actions and use of resources.

Beliefs
Website

www.concern.net

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Mdecins Sans Frontires/Doctors Without Borders (MSF)


Vision
Purpose

MSF exists to save lives by providing medical aid where it is needed most in
armed conflicts, epidemics, famines and natural disasters. All these situations call
for a rapid response with specialised medical and logistical help. But, we also run
longer-term projects, tackling health crises and supporting people where the
need is greatest. We currently have projects running in over 60 countries.

Mission

Mdecins Sans Frontires provides assistance to populations in distress, to


victims of natural or man-made disasters and to victims of armed conflict. They
do so irrespective of gender, race, religion, creed or political convictions.
As well as providing emergency medical assistance around the world, we also
work to raise awareness and create debate about these crises through our policy
of 'tmoignage. This means MSF acts as a witness and will speak out, either in
private or in public, about the plight of populations in danger for whom we work.
In doing so, MSF sets out to alleviate human suffering, to protect life and health
and to restore respect for human beings and their fundamental human rights.

Strapline

Medical aid where it is needed most. Independent. Neutral. Impartial.

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At the core of MSFs identity is a commitment to independence, neutrality


and impartiality. These ideals have driven every aspect of our work from
medical care and logistics to finance and communications since MSF was
established in 1971.
Impartial: We provide free medical care to people who need it. It doesnt matter
which country they are from, which religion they belong to, or what their political
affiliations are. All that matters is they are human beings in need.
Neutral: In a conflict situation, we dont take sides, but go where peoples
medical needs are greatest. In the ward of one MSF field hospital, you might find
wounded civilians alongside injured soldiers from opposing sides. Hostilities and
weapons have to be left at the gate.
Independent: We rarely take funds from governments, businesses or institutions
for our work, but rely mainly on the generosity of individual members of the
public. Over 90 percent of our income comes from private donors giving small
amounts. This means that when there is an emergency, we dont need to wait for
official funds to be released or for the media to generate interest; we can act fast
to save peoples lives based on need alone. Our financial independence also
means the aid we provide cannot be used to further any governments political or
military goals.
Acceptance: Wherever we are working, we make sure that local people
understand that MSF is politically neutral and will provide assistance to anyone
who needs it. We run radio campaigns and hold meetings with everyone from
government ministers to local warlords, community elders to womens groups.
Gaining their acceptance is key to our being able to work in difficult
environments such as Afghanistan or Democratic Republic of Congo.
Improvement: MSF is an outspoken organisation we expect and demand high
standards from ourselves and other organisations. We speak out if we think other
humanitarian organisations are being dishonest, compromised or slow to react.
But we also examine and critique our own performance.

Beliefs

Temoignage is a French term means to bear witness. MSF believe that


bandages are not enough they speak out when the people they are trying to
help are being abused.

Website

www.msf.org/unitedkingdom

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Oxfam
Vision

Oxfam's work is always rooted in a vision of a world where women and men are
valued and treated equally, able to influence the decisions that affect their lives
and meet their responsibilities as full citizens. A just world without poverty.

Purpose

Oxfam is a global movement of millions of people who share the belief that, in a
world rich in resources, poverty isn't inevitable. In just 15 years, extreme
poverty has been halved. 15 more years and we can end it for good. To spread
that change and make it last, political solutions are also needed to tackle the
root causes of poverty and create societies where empowered individuals can
thrive.

Mission

Oxfam runs life-saving emergency responses, life-changing development


projects and campaigns at the grassroots to tackle poverty. Oxfam's 6 goals put
local communities and the voices of poor people at the centre of change - our
best hope for ending the injustice of poverty.
1. Help people claim their right to a better life: More women, young people and
other poor and marginalised people will be able to exercise their civil and
political rights, influence the decisions of people in power and hold them
accountable for their actions.
2. Champion equal rights for women: Women are still massively underrepresented and often oppressed. We will help more poor and marginalised
women claim their rights, and work to significantly reduce the prevalence of
violence against women.
3. Save lives, now and in the future: When natural disasters strike - or in times
of war - we'll be there to save lives, providing clean water, food, sanitation and
other fundamental needs. Fewer men, women and children will die or suffer
illness, insecurity and deprivation.
4. Safeguard global food supplies: We're working to protect food supplies so
that people always have enough to eat. More people who live in rural poverty
will enjoy greater food security, income, prosperity and resilience through fairer
global food systems.
5. Help people claim a fairer share of natural resources: Natural resources are
vital for prosperity. We will work to help the world's most marginalised people
become significantly more prosperous and resilient, despite increasing
competition for land, water, food and energy sources, and stresses caused by a
changing climate.
6. Increase money for basic services: And we're pushing for more and bettertargeted money to go to basic development such as health and education, so
that more women, men, girls and boys can participate fully in the economic,
social and democratic life of their societies.

Strapline

We wont live with poverty

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Values

As we strive to achieve our goals, we will lead by example in demonstrating the


same values that we wish to see in the people we work with and those we aim
to influence.
Empowerment: Our approach means that everyone involved with Oxfam, from
our staff and supporters to people living in poverty, should feel they can make
change happen.
Accountability: Our purpose-driven, results-focused approach means we take
responsibility for our actions and hold ourselves accountable. We believe that
others should also be held accountable for their actions.
Inclusiveness: We are open to everyone and embrace diversity. We believe
everyone has a contribution to make, regardless of visible and invisible
differences.

Beliefs
Website

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Plan
Vision

Our vision is to strive for a world in which all children realise their full potential in
societies that respect peoples rights and dignities.

Purpose

Plan is a global childrens charity. We work with children in the worlds poorest
countries to help them build a better future.
Children are at the heart of everything we do. Our child-centred and communityled approach is a rights-based approach in which children, their families and
communities are active and leading participants in their own development.
Listening to what children have to say about their rights, needs and concerns is
key to this approach. We encourage and help children to take an active role in
finding solutions to their problems and realising their full potential.

Mission

For over 75 years weve been taking action and standing up for every childs right
to fulfil their potential by:
giving children a healthy start in life, including access to safe drinking
water
securing the education of girls and boys
working with communities to prepare for and survive disasters
inspiring children to take a lead in decisions that affect their lives
enabling families to earn a living and plan for their childrens future

Strapline

because I am a girl

Values

Were accountable first and foremost to the children and communities we work
with, and to the sponsors and donors who make that work possible. Its very
important to us that everything we do is open and honest.

Beliefs

Plan is independent, with no political or religious affiliation.

Website

www.plan-uk.org

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Tearfund
Vision

Were passionate about our vision to work with and through a worldwide network
of local churches forming one global church to end poverty.

Purpose

When a community lifts itself out of poverty, everything changes. Poverty does
more than exhaust, starve, trap and kill people. It destroys their sense of worth,
limits their horizons, robs people of the chance to reach their full potential.
Tearfunds call is to follow Jesus where the need is greatest. We long for new life
and a new sense of worth for people. We do whatever it takes to end poverty and
rebuild poor communities.

Mission

We work through local churches, because they're Jesus body on earth, ready to
care for the whole person - and the whole community - inside and out.
Our work focuses on the 'whole' person working through churches to tackle
both material and spiritual poverty

Strapline

Following Jesus where the need is greatest

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We work to the highest possible standards, with integrity and transparency. Below
we outline some of Tearfunds values around what we do, how we do it and why
we do it.
Being professional. In everything we do. As well as setting high standards for
ourselves, weve signed up to a range of internationally recognised operating
standards because they enshrine our principles of respecting the people we work
with. At Tearfund we strongly believe development work should be answerable to
the people it aims to help. Because of this, were a member of the Humanitarian
Accountability Partnership (HAP). We also believe in transparency, being open
about the way we work. We demonstrate this publicly through the HAP 2007
Standard in Humanitarian Accountability and Quality Management. The standards
weve signed up to stipulate that aid is given regardless of race, religion,
nationality or gender, that it will never be used to further a particular political or
religious standpoint. This is of vital importance to us, because Gods love is for
everyone, and this is the kind of development work the Bible describes.
Being Christian Tearfund is a Christian organisation. Were passionate about
living out Gods kingdom-values of love, hope and transformation. Its what
inspires and drives us. We were born out of the Evangelical Alliance in 1968, and
our biblical values are the foundation of everything we do.
Local church: love in action Acting with justice and loving mercy are central to
the purpose of the Christian church. As a group of followers of Jesus, the church
is a powerful and transformational force, vital to freeing people from poverty
regardless of race, religion, nationality or gender. The local church loving the
whole person: integral mission When Jesus connected with people, he changed
their lives completely - spiritually, physically and emotionally. He knew that people
were more than just their hunger, or more than just their despair. We always take
our inspiration from the example of Jesus, and so our work focuses on the 'whole'
person working through churches to tackle both material and spiritual poverty.
We call this integral mission.

Beliefs

Spiritual passion: Were Christians committed to following Jesus where the need is
greatest. God has called us to serve those living in poverty, regardless of race,
gender, nationality or religious belief.
We know the gospel has the power to transform lives and heal communities, we
see this truth in our work every day. God isnt giving up on the poor, neither are
we.

Website

www.tearfund.org

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Unicef UK
Vision

For every child to be safe

Purpose

Right now, millions of children are in danger. Theyre facing violence,


disease, hunger, and the chaos of war and disaster. Together, we have the power
to change that. With your help, well do whatever it takes until every child is safe.
We focus on five big dangers children face in the world today:
Violence, exploitation and abuse

Disease

Hunger and malnutrition

War and conflict

Disaster

We seek to protect children in danger, transform their lives and build a safer world
for tomorrows children. With operational field programmes in more than 150
countries worldwide, Unicef's global reach is far beyond that of any other
childrens charity.
Mission

Strapline

Unicef was created by the United Nations in December 1946, and now works in
more than 190 countries with families, local communities, business partners and
governments, to help protect children in danger. Unicef UK was founded in 1956
and is a registered charity. Unicef UK raises funds to support Unicef's work to
protect children's rights worldwide, in accordance with the UN Convention on the
Rights of the Child. We also lobby and campaign to keep children safe. In the UK,
we run programmes in health services, schools and local communities to protect
and promote the rights of children and young people and advocate for lasting
change.
For every child in danger

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The United Nations Convention on the Rights of the Child, or UNCRC, is the basis
of all of Unicef's work. It is the most complete statement of childrens rights ever
produced and is the most widely-ratified international human rights treaty in
history.
Our global reach, expertise, access, innovation and efficiency as a charity for
children are the values that guide our work and make Unicef unique.
Donate to the charity with reach and expertise: With operational field programmes
in more than 150 countries worldwide, Unicef's global reach is far beyond that of
any other childrens charity you might donate to. We have proven expertise in
specialist areas such as health, nutrition and children protection. Your donations
support our 60 years of experience, our know-how and extensive network of
highly-skilled field staff translates into making real differences to childrens lives.
Wherever a humanitarian emergency may occur, Unicef is already there. The
money you donate ensures we have the ability to deliver aid almost anywhere
within 48 hours. With the aid of your donations, we supported 76 countries with
emergency supplies in 2012.
Donate to the charity with access and influence: Unicef works with communities
and governments to tackle the root causes as well as the symptoms of problems
directly affecting children. As a charity, our work is to deliver long-term,
sustainable solutions as well as helping childrens immediate needs.
Donate to the charity that's efficient: Unicefs work relies entirely on charitable
donations. We receive no funding from the UN budget. We use all donations
wisely and are one of the most efficient non-profit organisations in the world.
Using the money you donate, we work to deliver long-term, sustainable and costeffective solutions. Unicef are the largest supply networks in the world. This
enables us to achieve cost savings and delivery of essential supplies including
mosquito nets, vitamin A capsules and vaccines to help children. We can rapidly
despatch to wherever they are needed by land, sea or air.
Donate to the innovative charity: Unicef has helped develop simple, affordable,
and innovative solutions to complicated problems. From birthing kits to help
women give birth safely; oral rehydration salts to treat diarrheal dehydration in
children; to portable School-in-a-Box kits to make classes possible almost
anywhere when you donate to charity, you help us develop solutions that will
help make a difference to millions of children's lives.

Beliefs
Website

www.unicef.org.uk

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Voluntary Service Overseas


Vision

VSO's vision is a world without poverty.

Purpose

VSO is the worlds leading international development organisation that uses


volunteers to fight poverty and reduce inequality.
VSO brings people together to fight poverty.

Mission

Change starts with individuals - people who realise that things could be better.
Perhaps you are one of them. Our aim is to bring these people together into a
force for enabling change. What sort of change can people create? We help
people VSO volunteers to form relationships with nurses to boost skills, with
community groups to find reliable sources of income, with governments to make
systems fairer. These relationships lie at the heart of the positive changes we see
every day. We see organisations able to function more efficiently and effectively.
Whole communities benefit from new information or sources of income.
And because we give people the ability to create changes for themselves,
the outcomes of working through people are long-term and sustainable. We
treasure people as our greatest resource in improving the lot of the worlds most
vulnerable communities. We strengthen the human capital the teachers,
doctors, farmers and entrepreneurs in developing countries who are working for
a brighter, richer future. Together, we are creating a global network of change
makers.

Strapline
Values

Values
By thinking globally, we can change the world
Progress is only possible by working together
Knowledge is our most powerful tool
People are the best agents of change
VSO is committed to being 100% fair, open and transparent about our funding
and practices.

Beliefs
Website

www.vso.org.uk

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WaterAid
Vision

Our vision is a world where everyone everywhere has safe water, sanitation and
hygiene.

Purpose

WaterAid is an international organisation whose mission is to transform the lives


of the poorest and most marginalised people by improving access to safe water,
sanitation and hygiene.
The worlds poorest people do not have access to safe water, sanitation or
hygiene. This crisis is ruining lives and holding back development.
650 million people live without safe water.

Mission

2.3 billion people don't have access to adequate sanitation, one in three
of the world's population.

Around 315,000 children under-five die every year from diarrhoeal


diseases caused by dirty water and poor sanitation. That's 900 children
per day.

To transform lives, we deliver taps and toilets, campaign for change and build
the skills of local people.
Everything we do is about getting safe water, sanitation and hygiene to everyone
everywhere by 2030. We deliver services and make change happen.
We tackle the reasons why millions of the worlds poorest people live without
these most basic human services.
With hundreds of partners in civil society, government and the private sector, we
deliver water, sanitation and hygiene to those most in need and make
transformational change happen so that governments across the world provide
all of their citizens with affordable, sustainable services.

Strapline
Values

Everything we do is shaped by our six values:


Respect
Accountability
Courage
Collaboration
Innovation
Integrity

Beliefs
Website

www.wateraid.org/uk

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World Vision UK
Vision

Our vision for every child, life in all its fullness;


Our prayer for every heart, the will to make it so.

Purpose

World Vision is an international partnership of Christians whose mission is to follow our


Lord and Saviour Jesus Christ in working with the poor and oppressed to promote
human transformation, seek justice and bear witness to the good news of the
Kingdom of God.

Mission

World Vision is the worlds largest international childrens charity, working to bring real
hope to millions of children in the worlds hardest places. And we do it all as a sign of
Gods unconditional love.
Poverty, conflict and disaster leave millions of children living in fear. Fear of hunger
and disease. Fear of violence, conflict and exploitation. Fear that robs them of a
childhood. Our local staff work in thousands of communities across the world to free
children from fear. They live and work alongside them, their families and communities
to help change the world they live in for good. Our worldwide presence means we're
quick to respond to emergencies like conflict and natural disasters. We also use our
influence and global reach to ensure that children are represented at every level of
decision-making.

Strapline

Every child free from fear

Values

World Vision has six core values that guide and determine our actions, and each value
is a challenge that we seek to live and work to every day.
We are Christian: We follow the teachings of Jesus who calls us to love our
neighbours, care for children and challenge injustice.
We are committed to the poor: We are called to serve the neediest people of the
earth, to relieve their suffering and to promote the transformation of their well-being.
We value people: We believe that every person is created equal and entitled to
freedom, justice, peace and opportunity. We celebrate the richness of diversity in
human personality, culture and contribution.
We are stewards: We take great care of the resources entrusted to us by others,
whether this is money, time or trust, and we are open and transparent in our
reporting.
We are partners: We work together with all those who care, recognising that more is
achieved through cooperation than competition.
We are responsive: We respond to need whenever and wherever we can. We shall
never rest while children suffer in situations that can be changed.

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Our Christian identity underpins everything that we do. Motivated by our faith, World
Vision is committed to following the teaching and example of Jesus Christ in his
identification with those who are poor, vulnerable or forgotten.
In practical terms, this simply means that we want to make a positive difference in the
world around us as an expression and sign of Gods unconditional love.
Faith is widely recognised as an important aspect of the lives of the children, their
families and their communities we work with. It crosses the boundaries of culture and
society and is protected in documents such as the Universal Declaration of Human
Rights. It is also acknowledged by many who work in international development that
an understanding of spirituality is critical for effective poverty reduction and
development.

Website

www.worldvision.org.uk

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Environment and conservation charities


Greenpeace UK
Vision

The underlying goal of all our work is a green and peaceful world - an earth that
is ecologically healthy and able to nurture life in all its diversity.

Purpose

We defend the natural world and promote peace by investigating, exposing and
confronting environmental abuse, and championing environmentally responsible
solutions. We investigate, expose and confront environmental abuse by
governments and corporations around the world. We champion environmentally
responsible and socially just solutions, including scientific and technical
innovation.

Mission

Greenpeace is an international organisation, working across the globe on several


priority campaigns. As well as the campaigns we're currently focusing on in the
UK - climate change, protecting forests, defending oceans, and working for
peace - other Greenpeace offices continue to work on challenging nuclear
power, promoting sustainable agriculture and eliminating toxic chemicals.
Greenpeace intervenes at the point where our action is most likely to provoke
positive change - whether this is intervening at the point of an environmental
crime, targeting those who have the power to make a difference, engaging
people and communities who can leverage change, or working for the adoption
of environmentally responsible and socially just solutions. Usually, our
campaigns involve elements of all of these tactics.

Strapline

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Values

Through all our work, we always hold true to our core values:
Independence: We have no permanent allies or enemies. We don't solicit or
accept funding from governments, corporations or political parties, or donations
which could compromise our independence, aims, objectives or integrity.
Instead, we rely on the voluntary donations of individual supporters and grantsupport from foundations.
Internationalism: The environmental problems we face are usually global in
nature, and their solutions must be too. We are committed to internationalism,
and our presence in over 40 countries with 2.8 million supporters around the
world allows us to bring enormous pressure to bear on power-holders.
Personal responsibility and nonviolence: We take personal responsibility for our
actions, and we are committed to nonviolence. These principles are inspired by
the Quaker concept of 'bearing witness', which is about taking action based on
conscience personal action based on personal responsibility. We are
accountable for our actions, and everyone on a Greenpeace action is trained in
nonviolent direct action.

Beliefs
Website

www.nfpsynergy.net

www.greenpeace.org.uk

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The National Trust


Vision

For our nations heritage and open spaces to be preserved for everyone to
enjoy

Purpose

Were a charity founded in 1895 by three people who saw the importance of
our nations heritage and open spaces and wanted to preserve them for
everyone to enjoy. More than 120 years later, these values are still at the
heart of everything we do. We look after special places throughout England,
Wales and Northern Ireland for ever, for everyone.

Mission

Looking after the places in our care now and in the future is our first
responsibility. But our strategy is also about how we rise to the big challenges
of the 21st century and how we work with others to find solutions.
We will:
play our part in restoring a healthy, beautiful, natural environment:
- develop and share new economic models for land use
- work with our tenants to improve all land to a good condition
- work with others to conserve and renew the nations most important
landscapes
- champion the importance of nature in our lives today.
offer experiences that move, teach and inspire:
- raise the standard of presentation and interpretation at all the places
we look after
- make our outdoors experience better for all ages and needs
- innovate the experience people have at the places we look after
- explore and reveal our cultural heritage through events and
exhibitions
help look after the places where people live:
- find new solutions for managing local green space
- celebrate local heritage and equip communities to care for it
- engage in shaping good housing and infrastructure development
Weve launched an ambitious plan to nurse the natural environment back to
health and reverse the alarming decline in wildlife. Our strategy for the next
decade will also see us invest in looking after the nations heritage.

Strapline

For ever, for everyone

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Values

Conservation is defined as the careful management of change. It's about


revealing and sharing the significance of places and ensuring that their special
qualities are protected, enhanced, understood and enjoyed by present and
future generations. We base our conservation work around six main
conservation principles. These are:
Integration: Integrating the conservation of natural and cultural
heritage
Change: Working with change, adapting and mitigating
Access and engagement: Benefiting society and gaining support
Skills and partnership: Developing skills and experience with others
Accountability: Recording decisions and sharing knowledge
Significance: Understanding values and spirit of place

Beliefs
Website

www.nfpsynergy.net

www.nationaltrust.org.uk

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WWF UK
Vision

Our ultimate goal has always been people living in harmony with nature.

Purpose

We're about respecting and valuing the natural world and finding ways to share
the Earths resources fairly.
We use our experience, credibility and influence to help create long-term
solutions to global threats to people and nature - such as climate change, the
peril to endangered species and habitats, and the unsustainable consumption of
the worlds natural resources.

Mission

WWF is a truly global conservation organisation that has been instrumental in


making the environment a matter of world concern. In addition to funding and
managing countless conservation projects throughout the world, WWF continues
to lobby governments and policy-makers, conduct research, influence education
systems, and work with business and industry to address global threats to the
planet by seeking long-term solutions.
WWF is:
the worlds leading independent conservation organisation
a truly global network, working in more than 100 countries
a challenging, constructive, science-based organisation that addresses
issues from the survival of species and habitats to climate change,
sustainable business and environmental education
creating solutions to the most important environmental challenges facing
the planet so people and nature can thrive
an organisation that makes a difference
For a future where people and nature thrive.

Strapline
Values

Beliefs

To guide WWF in its task of achieving the mission goals, the following principles
have been adopted.
WWF will:
be global, independent, multicultural and non party political;
use the best available scientific information to address issues and critically
evaluate all its endeavours;
seek dialogue and avoid unnecessary confrontation;
build concrete conservation solutions through a combination of field
based projects, policy initiatives, capacity building and education work;
involve local communities and indigenous peoples in the planning and
execution of its field programmes, respecting their cultural as well as
economic needs;
strive to build partnerships with other organizations, governments,
business and local communities to enhance WWF's effectiveness; and
run its operations in a cost effective manner and apply donors' funds
according to the highest standards of accountability.

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Website

www.wwf.org.uk

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Animal and wildlife charities


The Blue Cross
Vision

Our vision is that every pet will enjoy a healthy life in a happy home and we
wont rest until we achieve it.

Purpose

We find happy homes for abandoned or unwanted pets and we keep pets healthy
by promoting welfare and providing treatment.

Mission

Our services
Rehoming: we find new homes for abandoned or unwanted pets
Clinical: we care for poorly pets when their owners cant afford private
treatment
Behaviour: we help pets with behavioural issues to have happy, healthy
futures
Education: we educate pet owners of the future by giving talks and
offering advice
Pet bereavement: we support people struggling to cope with the loss of a
much-loved pet
We care for more than 40,000 pets every year but we know its not enough
there are many, many more out there who still desperately need us and we must
be there for them. By 2020 we want to be helping 70,000 animals a year.

Strapline

For pets is on logo but otherwise not part of name

Values
Beliefs
Website

www.bluecross.org.uk

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Cats Protection
Vision

Our vision is a world where every cat is treated with kindness and an
understanding of its needs.

Purpose

Cats Protection is the UK's leading feline welfare charity.

Mission

We help around 200,000 cats and kittens every year through our network of over
250 volunteer-run branches and 32 adoption centres.
Our work doesnt stop there, however: we also provide an array of cat care
information via our publications, website and Helpline; promote the benefits of
neutering to prevent unwanted litters from being born and becoming the
abandoned cats of tomorrow and seek to educate people of all ages about cats
and their care.
Cats Protection has simple and clear objectives to help cats:
Homing - Finding good homes for cats in need
Neutering - Supporting and encouraging the neutering of cats
Information - Improving peoples understanding of cats and their care

Strapline
Values
Beliefs
Website

www.cats.org.uk

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Dogs Trust
Vision

All dogs can enjoy a happy life, free from the threat of unnecessary destruction.

Purpose

Our mission is to bring about the day when all dogs can enjoy a happy life, free from
the threat of unnecessary destruction.

Mission

Founded in 1891, Dogs Trust is the largest dog welfare charity in the UK.
Each year we care for around 16,000 dogs at our nationwide network of 20
Rehoming Centres. No healthy dog is ever destroyed.
We run subsidised neutering campaigns in areas of the UK with the most acute
stray dog problems.
Our Education Officers give thousands of classroom presentations every year.
Free teaching resources are made available to all schools in the UK.
Our FREEDOM Project helps pet owners who are fleeing domestic violence by
fostering their animals while they start a new life.
The HOPE Project gives preventative veterinary care to dogs belonging to
homeless people.
We advise government on any matters concerning dog ownership.
We have established a charity in Ireland that runs a rehoming centre in Dublin.
We assist overseas animal welfare charities by training their staff in best
practice.

Strapline
Values

Dogs Trust shall be non-political, non sectarian and non racial.

Beliefs
Website

www.dogstrust.org.uk

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IFAW UK
Vision

Our vision is a world where animals are respected and protected.

Purpose

IFAWs mission is to rescue and protect animals around the world.


We rescue individuals, safeguard populations, and preserve habitat.
Founded in 1969, the International Fund for Animal Welfare saves individual
animals, animal populations and habitats all over the world. With projects in
more than 40 countries, IFAW provides hands-on assistance to animals in need,
whether it's dogs and cats, wildlife and livestock, or rescuing animals in the wake
of disasters. We also advocate saving populations from cruelty and depletion,
such as our campaign to end commercial whaling and seal hunts.

Mission

Our approach: We are international, with local expertise and leadership in all of
our field offices. Through strong international coordination, we leverage regional
campaigns and projects to achieve global influence and impact. We use our
hands-on projects on the ground to inform and influence policy and practices at
the international, national and community level. Our work connects animal
welfare and conservation, demonstrating that healthy populations, naturally
sustaining habitats and the welfare of individual animals are intertwined. We
work closely with communities to find solutions that benefit both animals and
people.

Strapline
Values

We promise supporters and policy makers effective animal protection solutions


delivered with intelligence, compassion and integrity.
Our principles: In order to achieve IFAWs vision of a world where animals are
respected and protected, we follow key principles in our hands-on projects with
animals and in our advocacy work to secure better animal welfare protection in
policy, legislation and society:
It should be recognised that animals have intrinsic value and are sentient
beings.
Policy should be based on sound science and the ethical treatment of
animals.
Conservation decisions should be guided by ecological sustainability and
biological sustainability, the precautionary principle and ethical treatment
of animals.

Beliefs
Website

www.ifaw.org.uk

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PDSA
Vision

Our vision at PDSA is a lifetime of wellbeing for every pet. We believe that the
physical and mental health of companion animals should be of paramount
concern to everyone involved in their care.

Purpose

To care for the pets of people in need by providing free vet services to their sick
and injured animals, and promoting responsible pet ownership.
Together we will improve the life of every pet by:
Preventing illness, suffering and unnecessary death of pets
Educating people about the welfare needs and values of pets
Treating sick and injured pets needing our help within communities across
the UK

Mission

At PDSA, saving, protecting and healing pets is what were all about. We are
dedicated to improving pet wellbeing in three very special ways by educating
owners, preventing disease and carrying out life-saving operations.
We are the UKs leading vet charity. Every year, the dedicated teams at our 51
Pet Hospitals and 380 plus Pet Practices work tirelessly to provide 2.7 million
veterinary treatments including 440,000 preventative treatments. This helps
over 470,000 much-loved pets and brings peace of mind to 300,000 owners.
And we are a leading authority on all things concerning pet health and wellbeing:
whether its leading the debate on pet obesity, conducting Britains biggest annual
pet wellbeing survey, raising the status of animals or simply celebrating their
contribution to our lives.

Strapline

Help a vet. Help a pet.

Values

Our values:
Head and Heart Expertise with understanding. At PDSA, we combine
expertise with understanding to help deliver a happier and healthier
future for pets and their owners.

Better together - Empowering through unity. We can achieve more if we


work in partnership with everyone who touches the life of a pet. Working
together, PDSA, owners, supporters and the public can all have a positive
impact on pets health and happiness.

Passion with Purpose Driven in our dedication. We can all make a


difference in creating a world where no pet suffers. We must improve and
deliver more today than yesterday, making every pound deliver even
more benefit. Our passion and dedication drive us to continually achieve
more.

Beliefs
Website

www.pdsa.org.uk

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RSPB
Vision

For nature to have the home it needs

Purpose

Together we can give nature the home it needs.


Our birds and wildlife are increasingly vulnerable in a rapidly-changing world.
Together, we will create bigger, better, more joined-up spaces for nature to save
our wildlife, and our shared home.

Mission

Campaigning: We have taken a stand to protect many important natural places


from damaging developments. Our work on climate change also seeks to
challenge decision makers to make the right choices for nature in the face of this
vast issue.
Conservation projects: There's more to the RSPB's work than nature reserves and
Big Garden Birdwatch. We also work in a whole range of other areas, from
finding out why house sparrows have declined to researching the effects of
windfarms and working with farmers.
Conservation and sustainability work with professionals: We base our work on
good analysis of the threats facing birds and the environment. We see a problem,
work out what is causing it, and find ways to put it right.
Get out of doors: We've been working with the University of Essex to develop a
brand new approach to find out just how connected to nature children are. The
results have enabled us to create a baseline measure for the UK and allow us to
develop ways to inspire and connect children with nature right through to
adulthood.
International: As part of the BirdLife International partnership, we work with and
support like-minded conservation organisations all around the world to save our
most endangered wildlife and special places.

Strapline

Giving nature a home

Values
Beliefs
Website

www.rspb.org.uk

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RSPCA
Vision

Our vision is a world where all animals are respected and treated with
compassion.

Purpose

The RSPCA as a charity will, by all lawful means, prevent cruelty, promote
kindness to and alleviate suffering of all animals.
We work to improve the welfare of pets by:
ensuring that every pet is cared for properly and has a good home
ending cruelty to pet animals
raising standards for pet animals worldwide
stopping pet overpopulation.
We aim to improve the lives and reduce the suffering of farm animals by:
aiming to have all UK farmed animals kept to RSPCA higher welfare
standards
improving farm animal welfare legislation and ensuring it is enforced
encouraging consumers to replace meat, eggs and dairy products with
those from higher welfare production systems
ensuring animal products are properly labelled so consumers can make
higher welfare choices
stopping the live export of farm animals for slaughter from the UK.
We aim to improve the welfare of wild animals by:
stopping the use of wild animals in circuses
making it socially unacceptable to hunt and kill any wild animals in the
name of sport
ensuring any use of performing animals in the UK follows appropriate
guidelines
stopping the keeping of exotic animals as pets in unsuitable conditions
stopping the ivory trade.
These are just five of our goals. Find out more about our work to
help wild animals.
We aim to reduce the use and suffering of animals in experiments by:
ensuring animal use is challenged - ethically and scientifically
working to replace animal experiments, reduce animal numbers and
suffering, and improve welfare
raising standards of regulation, animal welfare and ethical review in the
UK and internationally
working to end 'severe' suffering in animal experiments
promoting open and honest debate about animal use.

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Mission

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We are a unique animal welfare charity. Were proud to be the oldest welfare
charity around. We were the first to introduce a law to protect animals and we
work hard to ensure that all animals can live a life free from pain and suffering.
Through our campaigns we raise standards of care and awareness of issues for
the animals who have no voice. With your support we push for laws to be
changed, improving the welfare of animals on farms, in research labs, in the wild,
in paddocks or in our homes.
Through investigations and prosecutions we stand up to those who deliberately
harm animals to send out a clear message - we will not tolerate animal abuse.
Our highly trained officers tackle neglect and cruelty at every level and are
working hard to stamp out large-scale serious, organised and commercial animal
cruelty.
Animals can rely on us to rescue them when they need us most. To
rehabilitate them wherever possible, provide them with the very best veterinary
care and to find them new homes, either through rehoming or release.

Strapline
Values

Beliefs

We are compassionate.
We are inspirational.
We are committed.
We are expert.
We act with integrity.
We believe every animal has the right to be counted as an individual.

Website

www.rspca.org.uk

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Miscellaneous
Charities Aid Foundation
Vision
Purpose

Our mission is to motivate society to give ever more effectively, helping to


transform lives and communities around the world.
At Charities Aid Foundation we're committed to effective giving. We help you
support the causes you care about, and help charities thrive.

Mission

We help people and businesses support the causes they care about, and for
charities, we provide simple and straightforward day-to-day banking and
fundraising services, freeing them up to concentrate on the real work of making
a difference.
For 90 years, weve found the most effective and efficient ways to connect
donors to the causes that matter to them and for money to get where its
needed.
As a charity, making an impact in the charitable sector is what drives us. That's
why we have spearheaded many of the changes that make the UK one of the
best giving environments in the world.
We help individual donors give more effectively - find out more about
individual giving
We help charities thrive - discover more about our products and services
We support businesses to achieve greater impact - find out how we can
help your company
We work internationally, harnessing local knowledge and expertise, to
help charities and donors give effectively - read more about Global
Alliance

Strapline
Values
Beliefs
Website

www.cafonline.org

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About nfpSynergy
nfpSynergy is a research consultancy that aims to provide the ideas, the insights and the
information to help non-profits thrive.
We have over a decade of experience working exclusively with charities, helping them develop evidencebased strategies and get the best for their beneficiaries. The organisations we work with represent all sizes
and areas of the sector and we have worked with four in five of the top 50 fundraising charities in the UK.
We run cost effective, syndicated tracking surveys of stakeholder attitudes towards charities and non-profit
organisations. The audiences we reach include the general public, young people, journalists, politicians and
health professionals. We also work with charities on bespoke projects, providing quantitative, qualitative
and desk research services.
In addition, we work to benefit the wider sector by creating and distributing regular free reports,
presentations and research on the issues that charities face.

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