We spend a lot of time thinking about how best to communicate our work at SOS Children’s Villages UK. How do we make sure that people feel connected to our cause? What’s the best way to make sure the stories we tell centre the voices of those we support?
Now, as we work towards some of the biggest changes we have ever made in our 50-year history, those questions feel bigger and more important than ever.
We aren’t just changing the way we look and the way we talk about our work. This is the next step in a decades-long story. We are taking the work we have been developing for years and making sure that the values we are led by are reflected across everything we do.
We spoke to our team about what this change means for them, how it affects their work, and how the changes we are making fit into our longer-term goals.
Why our work matters
What really unifies colleagues across SOS Children’s Villages UK, is the children, young people and families we exist to support.
We have always been proud of being a values-led charity. Making difficult decisions, such as our recent decision to fully end child sponsorships and leave the international SOS Children’s Villages federation, are a big part of that.
Karis, our People Operations Manager, puts it well: “Children and families need support from organisations with integrity that stick to their principles and prioritise safeguarding and sustainability, and people want to work for charities that can evidence that as well.”
Our Director of Communications, Brand and Advocacy, Sarah, adds: “Sadly, there has never been a greater need for the work we do. As the world becomes increasingly complex, with a multitude of pressures on families, it is vital that children are not forgotten.”
The changes we are making have also helped clarify why our work matters. “We are much clearer now about the kind of care we believe children need, and the kind of support families and communities need around them”, says Susa, our Director of Development and Programmes.
What do these changes mean for the team?
The way we are evolving is having a direct impact on everything we do, from communications and programmes, to HR and fundraising.
Holly, who leads on some of our fundraising work as Head of Development, said, “What excites me most is the opportunity to engage donors in addressing the causes of poor childhood outcomes, rather than only responding when things have already gone wrong. Our new identity will help create space for those conversations and allow supporters to see how their contribution can help build lasting change for children and families.”
These changes are also “an opportunity to make sure our systems, policies, culture, and ways of working genuinely reflect who we are and where we want to go” says Karis.
In a world where charities are increasingly competing for attention and awareness, building a new identity goes beyond just creating a new look and name. As Sarah explains: “This evolution will enable us to be an even bolder and more impactful voice, so we can speak up with and for children in some of the most difficult situations”.
For Susa, it comes down to connection: “People working in this sector want to see how their work translates into change. This next chapter can make that connection much clearer.”
Why is this the right direction for us?
“The change we are making is intentional and values-led, and the different audiences we reach appreciate that. People have fed back positively on our journey and are clear that while our commitment to children remains, making these changes will enable us to be a more agile, and impactful organisation in the future.” said Sarah, from a communications perspective.
Susa sees the changes we are making as key for how we work with our partners: “This next chapter gives us the opportunity to work even more directly with programme implementing partners, shaping our work together around where we can make the biggest difference for children and families.”
“We bring years of experience and insight, but now we have the opportunity to present that through a clearer strategy, stronger values and a more focused way of working.”
Whether you’re a supporter of our work, or a member of our team, our shared goal to change children’s lives unites us all. As Holly puts it, “For many supporters, giving is about being part of lasting change. Our new identity will help us express that ambition more clearly, linking individual programmes and interventions to a bigger mission: ensuring every child can grow up with the care, protection and opportunities they need to thrive.”
