Age UK Herefordshire & Worcestershire

The prospect of getting older is often associated with difficult conversations or tough decisions. None of us relish the idea of losing our independence or becoming frail and no longer able to do the things we enjoy. But, when meeting with Age UK Herefordshire and Worcestershire in January, we discovered a very different vision for older people.

“It was clear from the outset,” says Amy Stevens, “that this regional branch of Age UK was eager to transform what it means to grow old and live well across two of England’s largest counties.”

The Charity is committed to promoting positive attitudes to ageing as well as combating the effects of loneliness and isolation. It also believes that kindness and dignity are fundamental to care giving. Through awareness raising, advocacy and innovative programmes, the organisation’s mission is to strengthen social connection and enable seamless access to advice and support.

Joined-up services

The Charity currently receives most of its income from statutory sources such as local government grants and restricted NHS funding. In Herefordshire and Worcestershire, it uses this revenue to provide joined-up services that make a tangible difference to someone’s health and wellbeing. These activities are laid out in the Charity’s Strategy 2025, which also reflects the resilience it developed as a result of the pandemic.

Doing even more for older people

“Strategy 2025 embraces a real commitment to doing even more for older people,” says Amy. “The Charity engaged our services to help work out which of its programmes are most likely to attract new sources of philanthropic funding and successfully deliver on its vision. Through the feasibility study process we were able to guide them in developing a more compelling case for support and identify the most effective route to diversifying key income streams. All of this informs sound strategic planning that will have a real impact on the Charity’s future sustainability.”