Strategic Plan 2011-16
Executive Summary
The Strategic Plan provides an overview of our key strategic aims over the next five years. The Business Plan will detail our key business objectives for the next 12 months. Both plans have been developed via consultation with a range of key stakeholders including staff, trustees, volunteers, clients and external agents and with due regard to the current external operating environment. The overall direction for next 5 years will be to increase our client base, range of services, raise our profile, overcome stigma and discrimination and achieve a sustainable funding base to support these activities. These 5 strategic aims are intended as a growth strategy but we must also be realistic in the current economic environment, a steady state would also be a good outcome. The strategic aims are not separate from one another, rather they will be delivered as an integrated package with each building on the success of the others.
Our Mission
To work with and on behalf of people with mental health needs, ensuring their fair and equal treatment, and to promote better mental health for all.
Our Values
Client Centred: we put the individual needs and hopes of our clients first.
Choice: we believe the best outcomes are achieved when people have choices and are empowered.
Community: we believe that communities have a crucial role to play in ensuring the full social inclusion of people with mental health needs.
Stigma and Discrimination: we believe that through equality, respect and humanity these can be overcome.
Our Strategic Aims 2011 to 2016
Increase the number and diversity of the people we support by:
- Clear and simple messaging about who we are, what we do and how to access us.
- Delivering a wider range of services to meet different needs.
- Responding more effectively to different needs as and when they become known to us.
- Expanding our opening times to include people who are at work.
- Increasing referrals from other agencies.
- Better and proactive promotion of our services.
Become a focal point and key community resource for better mental health by:
- Developing a telephone help-line service for clients and other agencies.
- Increasing opportunities for on-line interaction.
- The provision of training to other agencies and members of the public.
- Developing activities and workshops for wellbeing.
- Ensuring the highest standards in service provision and customer care.
Overcome stigma and discrimination by:
- Regular communications and media presence.
- Regular and constructive engagement with the wider community and partner agencies.
- Themed high profile events.
- Creating and delivering projects that involve both clients and the wider community.
- Targeted awareness raising.
Raise our profile and standing by:
- Building our reputation as an excellent service provider.
- Regular media presence.
- Regular and constructive engagement with the wider community and partner agencies.
- Themed high profile events with media coverage.
Achieve a sustainable funding base through developing diverse sources of income by:
- Building a donor and supporter base.
- Being ready to submit high quality bids (statutory).
- Increasing non-statutory funding.
- Increasing efficiency and effectiveness.
- Developing a package of commercial services that deliver a profit for the charity.