We share key findings from an independent evaluation of our Trading and Sustainability Programme and how the course has helped charities to successfully develop new streams of income.
charity leaders participated
said their aspirations were met
developed new income streams
For many charity leaders, becoming financially sustainable and less dependable on grants is an urgent priority, especially in light of increasing competition for decreasing pots of funding. To address this, we developed the Trading and Sustainability (T&S) programme to build charity leaders’ knowledge around different forms of income generation and organisational resilience.
The School of Social Entrepreneurs (SSE) have delivered the T&S programme in partnership with us since 2015. We recently commissioned M2 to carry out an evaluation into the programme to assess its strengths and challenges. Here we share some of the key insights alongside first-hand experiences from charity leaders.
The evaluation involved surveying programme participants about the impact of the programme on them and their organisation:
The organisations that put the learning into practice implemented a variety of approaches to developing new income streams, including:
You can read the full evaluation report here.
Hear from charity leaders who participated in the programme and how they are implementing their learning to diversify their income.
ESTEEM is a charity based in West Sussex. They work with young adults to build lasting self-esteem and communities through group and one to one activities. Louise Shara Mattock, Head of Fundraising, who took part in the September 2023 cohort, shares her experience:
The training programme was a turning point. It introduced me to the potential of trading as a strategy to diversify income, and I heard directly from other organisations already on this path. That exposure has given me clarity and the tools I need to act. One of the most valuable takeaways was recognising the worth of our assets. For instance, we have an incredible media suite that we built with, and for, young people. Before the training, we might have simply offered its use for free to local groups. Now, we’re planning to strategically price its use for community groups and businesses, ensuring its value is acknowledged.
This shift in mindset is already paying off. The media suite has brought in partnerships that wouldn’t have materialised otherwise. One company used the space for free but donated an auction prize in return for a fundraising event, which has proved that attaching a value to what we offer is crucial. It’s a small step, but the potential is immense.
Looking ahead, we've set an ambitious target to generate £50,000 from trading over the next three years. This confidence in setting such goals stems directly from the training. I also realised we didn’t need to change our constitution to explore trading opportunities - something I hadn’t understood before. Instead, we’re making these changes within our current framework, which has been both practical and empowering.
What excites me most is the long-term impact this will have on our financial sustainability. By embedding trading into our strategy, we’re not only diversifying income but also building resilience into the organisation. Funders have been responsive, too. For example, the Berkeley Foundation has invested £60,000 over two years to support our diversification efforts, including trading. Their confidence reinforces that we’re on the right path.
This journey hasn’t been without challenges, but with the backing of the training and the momentum we’ve gained, I’m optimistic about the future. Trading isn’t just an income stream; it’s a chance to amplify our impact while staying true to our mission of building a better future for young people.
Cardiff People First is a self-advocacy organisation run by and for people with a learning disability in Cardiff. Ashlea Harris, Director, who was part of the September 2021 cohort, shares her experience:
Reflecting on this experience, I can honestly say it has been transformative, not just for me but for our organisation’s future. The main reason I joined the programme was to find ways to strengthen our income generation and ensure the sustainability of our work. Funding is always a challenge in the non-profit sector, and as someone who sees first-hand the struggle of balancing resources, I felt it was vital to explore new approaches.
One idea we picked up during the programme was passive income through tools like T-shirt drop-shipping. While it's not a massive earner, it’s a start and something we can scale over time. The designs, created by people with lived experience of learning disabilities, not only bring in income but also amplify their creativity and stories.
The networking aspect was another highlight for me. The programme created space to connect with others facing similar challenges, which was invaluable. I remember one session where someone shared their struggle with succession planning. It made me reflect on my own role and the importance of giving others the confidence and tools to take on responsibilities.
One practical project I’m particularly excited about is the development of a mapping tool for accessible prayer and quiet spaces. This idea, inspired by discussions during the programme, has the potential to generate income while addressing a genuine need. Many spaces are inaccessible, even when they claim to cater to diverse needs. By creating a comprehensive map, organisations can not only attract users but also demonstrate their commitment to inclusion. It’s an entrepreneurial venture that blends purpose with sustainability.
In terms of impact, the training has reshaped how we think about our financial resilience. It’s not just about securing grants but exploring diverse income streams, whether through social enterprises, partnerships, or creative ventures. The programme helped me see the bigger picture: sustainability isn’t a single solution - it’s a mindset.
- Ashlea Harris, Director, Cardiff People First
Say It Loud Club is a member-led charity that supports LGBTQ+ refugees and asylum seekers in the UK. Thelma Ndaula, Operations Manager, who took part in the most recent cohort (June 2024) shared her experience:
When I first came across the training and sustainability programme, I was intrigued. As a small, grassroots charity, finance has always been a top priority and an ongoing challenge for us. At Say It Loud Club, we rely heavily - 95% - on grants to fund our work supporting LGBTQ+ refugees and asylum seekers. While grants have been our lifeline, the dependency on them has often felt like walking a financial tightrope. When I saw the opportunity to learn about trading and sustainability, I thought, "This could be the key to diversifying our income and securing a more stable future for our charity.
To be honest, I almost didn’t apply. The application form felt long and daunting, and I kept putting it off until the day before the deadline. But I’m so glad I pushed through. From the moment I joined the programme, it felt like a transformative experience. The workshops, peer support, and guest speakers - all of it was tailored to address exactly the kinds of challenges we face. The session on trading laws was eye-opening. I had always assumed that, as a charity, we couldn’t trade. Learning that we could - and understanding how to do so within the bounds of charity law - was a revelation.
One of the most valuable aspects of the programme was the peer support. Being in a room with others navigating similar challenges was reassuring and energising. We shared ideas, strategies, and struggles, and it helped me realise that we’re not alone in this. The case studies and practical advice from guest speakers gave me a clear picture of what’s possible. For the first time, I could envision Say It Loud Club building new income streams and doubling our revenue.
The programme has given me the confidence to take these ideas forward. I’ve already shared my plans with our board of trustees, who have been incredibly supportive. They understand the need for growth and are excited about the vision for the future. As we head into our strategy meeting, I’m bringing everything I’ve learned to the table. The goal isn’t just to survive but to thrive - to build a sustainable income model that allows us to keep delivering and expanding our services.
By this time next year, I hope to see tangible results: a diversified portfolio, doubled income, and the foundation of a sustainable financial future. Thanks to this programme, I now see opportunities everywhere—corporate partnerships, social media marketing, trading income—and I’m equipped to pursue them. It’s been a game changer, not just for our organisation, but for me personally. I feel more energised and optimistic than I’ve ever felt in my eight years with Say It Loud Club.
Looking ahead, I’m eager to share our progress and celebrate these achievements with my peers. This journey has shown me that even the smallest wins can fuel us to keep going. With the right tools, knowledge, and support, the possibilities truly are endless.
Lotus Families is based in East Sussex and specialises in the prevention of and recovery from the abuse of women and girls. Kate Lawrence, Chief Executive, who took part in the February 2024 cohort, shares her experience:
I can honestly say the trading and sustainability course was one of the best I've done in years. We’d recognised for some time that we needed to diversify our funding sources - our reliance on grants alone was leaving us too vulnerable. I had tried trading before, but it hadn't gone well, and I knew I needed to upskill and boost my confidence. This programme came at the right time. It gave me the space to explore ideas and connect with others tackling similar challenges, without the fear of competition since we’re all working in different areas.
The course was invaluable for helping me understand key aspects of trading, from pricing strategies to legal considerations. The guest speakers were inspiring, sharing their stories and challenges openly. I walked away not only with answers to many questions but also with a clear set of ideas to take back to my trustees. I even incorporated these into our business and strategic plans.
The ideas I developed during the programme have the potential to create sustainable income streams, particularly around providing specialist support for professionals in areas like domestic abuse and child-to-parent violence. These services could not only help us financially but also allow us to deepen our impact.
What I need now is capacity - both the time and the support - to put these plans into action. We've discussed these ideas at the trustee level, and there's buy-in, but until our team is fully staffed and stable, it’s hard to move forward. The course did make me realise that I need to shift my mindset to think more entrepreneurially.
It’s a work in progress, but I’m determined to make it happen. Looking ahead, once things settle, I’m confident we’ll be able to take these plans forward. It’s a risk, of course, but I believe it’s a risk worth taking. If we get this right, it could secure our charity’s future, ensuring we’re not only surviving but thriving for years to come. That’s a vision worth fighting for, and it’s why I remain committed to finding a way to make it all work.
Nottingham CYF is a grassroots charity that supports Nottingham’s most under-resourced families. Susie Gray, founding Project Manager, who took part in the June 2024 cohort, shares her experience:
When I first joined the programme, I didn’t have high expectations. Honestly, I’ve been in the voluntary sector for over 20 years, and my experiences with training programmes haven’t always been great. Looking back now, I can say it was the most transformative course I’ve ever been on. What made it so impactful was the way it was tailored to meet the unique needs of small organisations like mine. The guest speakers were exceptional, the sessions were flexible and practical, and the residential component made all the difference. For once, I could truly immerse myself in the learning without the constant interruptions of daily crises at work.
One of the biggest revelations for me was the idea that we don’t have to “make do” in the voluntary sector. There’s this culture of accepting less because of limited resources, but the programme flipped that on its head. I remember thinking, “Why aren’t we aiming for the very best?” That realisation gave me permission to think differently, to aspire for more—not just for myself, but for my organisation. I also gained a deeper understanding of social enterprise and realised it wasn’t out of reach for us. Before the programme, I thought there was no way we could manage a trading arm alongside our charity—it felt like too much to take on. But the course helped me see that we already had the capacity and resources, just waiting to be tapped. It was about shifting my mindset and recognising what was possible. The course gave me two strong social enterprise ideas, and we’re moving forward with both.
What’s been incredible is how this experience has not only changed my thinking but also impacted my team. We’re a small organisation, and this programme raised our aspirations about what we can achieve. I’ve shared what I learned with my colleagues, and it’s given us all a renewed sense of purpose.
The programme also gave me connections I never expected. I’ve already started collaborating with another participant, John from Bolton Deaf Society. Together, we’re planning to add a sign language component to the promotional film project. That kind of peer support and collaboration is something I’ve never experienced in any other training. In fact, our cohort is staying in touch, with plans to meet every six months.
The biggest thing I’ve taken away from this is confidence—confidence in our ability to generate income without straying from our mission. Before this, I resisted the idea of a social enterprise because I thought it would drain our already limited resources. Now, I see it as a way to add value to what we do without taking away from anything else. It’s not about adding work; it’s about leveraging what we already have. What’s more, the programme has left me thinking about sustainability in a completely different way. The housing project, for example, isn’t just a way to bring in income—it’s a long-term safety net. Even if grant funding dried up tomorrow, we’d still be supporting families in a tangible, meaningful way. That kind of security feels priceless.
In all my years in the voluntary sector, I’ve never come across anything else that comes close to this level of quality and impact. It’s changed the way I approach my work, my team, and my organisation’s future. Most importantly, it’s given me the tools and inspiration to create lasting change—for us and for the people we support.
- Susie Gray, founding Project Manager of Nottingham CYF
