The Purpose Project: Act for Kids
Status: Completed early 2021
Client: Act for Kids
Project Background
Act for Kids is an Australian charity that provides support services for children and families who have experienced or are at risk of experiencing child abuse or neglect. Over the last 30 years, has grown to be a leading provider of integrated therapy, family support, educational services and more.
Act for Kids engaged Beacon Strategies to redefine its organisational purpose, with a view for a more aspirational purpose that fully captures the breadth of work and impact for children and families. The new organisational purpose was informed by a diverse range of stakeholder perspectives such as frontline staff, executive management and Board members, current and past service participants (e.g. children and families), referral partner agencies, individual and corporate donors, and government funders.
Project Approach
Beacon Strategies developed a structured engagement approach based around the development of several customer and supporter personas, to help develop meaningful engagement methods.
Over a 2-month period, our team engaged with external and internal stakeholders to capture their perspectives around Act for Kids purpose statement and inform other options.
Being guided by these insights, we worked closely with an internal steering group to consider options and define a new organisational purpose/mission with consideration of the implications and opportunities going forward. Acknowledging the importance of the internal and external change management required to embed the new organisational purpose, Beacon Strategies also supported Act for Kids to communicate and plan for change.
Project Outcomes
After several iterations, the refreshed Act for Kids purpose statement maintains specificity about the issue, introduce keywords that resonated with stakeholders and provide a more aspirational direction for the brand. While every effort was made to capture as many perspectives as possible in the purpose statement, we acknowledge one statement cannot say it all.
The refreshed purpose statement our team delivered for Act for Kids was:
“We help keep kids safe, heal from trauma and lead happy lives.”
In addition to delivering the refreshed purpose statement for Act for Kids, Our team applied a structured change management framework to guide Act for Kids to embed their new purpose statement and ensure the success of the change management process.
Read more about this project here: https://www.actforkids.com.au/act-for-kids-has-redefined-our-purpose/