Marketing your organisation: What’s it all about?

Lisa Mok Assistant Director, Wai Yin

27/02/2013

Case Study – Wai Yin Chinese Women Society

Registered Charity No. 1073437Limited Company by Guarantee No. 3479994

Wai Yin Chinese Women Society is an organisation led by Chinese women which provides education and social welfare services to minority communities in the North West.

Organisation aim:

The Wai Yin Chinese Women Society is dedicated to providing quality services to socially excluded and disadvantaged Chinese women and their families and other ethnic minorities in the North West of UK so as to enhance their well-being in terms of social, cultural, educational, health and career development.

Wai Yin Chinese Women Society:

Wai Yin Chinese Women Society

• A registered charity organisation.

• Company Limited by Guarantee.• Established for 25 years (since 1988).

• Currently 47 members of staff (F/T & P/T).

• Yearly turnover: just over £1 million in 2011/2012.

• Apart from Head Office, there are 3 off-site services in Manchester.

• More than 150 on volunteer database, more than 50 active volunteers.

Services delivered in 4 premises

(1) Wai Yin Headquarters

66 – 68 Swan Street, Manchester, M4 5JU

(2) Wai Yin Learning Centre

81 Mosley Street, Manchester, M2 3LQ

(3) Sheung Lok Well Being Centre

Grosvenor Centre, Justin Close, Chorlton on Medlock, ManchesterM13 9UB

2 Greenhill Rd, Manchester, Cheetham Hill M8 9LG

(4) Welcome Centre

11 projects with different services running in Wai Yin

Family Unit: Youth & Family Support

Youth Project: Chinese & Somali Youth groups

Education, Training & Employment Team

Welcome Centre Work Club & Language Training

Health & Social Care Unit: Older People &Mental Health Project

Arts and Women Migration Project

Macmillan Cancer Support Project

Community Organisers’ Project

Wai Yin have supported:

350 Chinese older people / year, 600 meals / month, 70 Chinese older carers

25 Somali older people / year

Health & Social Care Unit:

ETE Team: 220 learners / year (80% Chinese, 10% English, 4% Bhutanese, 6% Pakistanis & others)

Welcome Centre: 80 people / week, 60 free lunches / week, 20 job seekers / week

Family Unit: 80 Chinese young people / year, 15 Somali young people / year

420 Chinese families (including women case works / year)

80 intense mental health cases / year, 150 cases got signposted / year

Community Organisers’ Project:Contacted 41 women’s groups, recruited 21 women members to WI’s (Women’s Institute’s)‘One Voice’ Group

Wai Yin: Marketing Strategy???• A voluntary organisation, limited resources, no marketing manager, SMT do everything.

• Services are mainly service users led, react to their requirement, but proactive to find out what services are needed.

• SMT do a lot of networking activities and to promote Wai Yin.

Wai Yin: Unique Selling Point• Service units provide holistic approach.

• Funders driven, need to be smart and to match service users needs to funders needs.

• Actively position ourselves to compete with others:

• Not only providing service for one particular ethnic minority group.

o alert to government policy and society changes;

o put high value on quality standard

o make ourselves known, e.g., awards and achievements

• Review service unit every year with all the staff and service users

Thank you!