Marketing your organisation: What’s it all about?

1. Marketing your organisation: What’s it all about? Case Study – Wai Yin Chinese Women Society Lisa Mok Assistant Director, Wai Yin Registered Charity No. 1073437 Limited Company by Guarantee No. 3479994 27/02/2013

2. Wai Yin Chinese Women Society: 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.

3. 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). • More than 150 on volunteer database, more than 50 active volunteers. • Yearly turnover: just over £1 million in 2011/2012. • Apart from Head Office, there are 3 off-site services in Manchester.

4. Services delivered in 4 premises (2) Wai Yin Learning Centre (1) Wai Yin Headquarters 81 Mosley Street, Manchester, M2 3LQ 66 – 68 Swan Street, Manchester, M4 5JU • Sheung Lok Well Being Centre (4) Welcome Centre Grosvenor Centre, Justin Close, Chorlton on Medlock, Manchester M13 9UB 2 Greenhill Rd, Manchester, Cheetham Hill M8 9LG

5. 11 projects with different services running in Wai Yin

6. Family Unit: Youth & Family Support

7. Youth Project: Chinese & Somali Youth groups

8. Education, Training & Employment Team

9. Welcome Centre Work Club & Language Training

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

11. Arts and Women Migration Project

12. Macmillan Cancer Support Project Community Organisers’ Project

13. Wai Yin have supported: Health & Social Care Unit:  350 Chinese older people / year,  600 meals / month,  70 Chinese older carers  25Somali older people / year  80 intense mental health cases / year,  150 cases got signposted / year Family Unit:  80 Chinese young people / year,  15 Somali young people / year  420 Chinese families (including women case works / year) ETE Team: • 220 learners / year (80% Chinese, 10% English, 4% Bhutanese, 6% Pakistanis & others) Community Organisers’ Project: Contacted 41 women’s groups, recruited 21 women members to WI’s (Women’s Institute’s) ‘One Voice’ Group Welcome Centre: • 80 people / week,  60 free lunches / week,  20 job seekers / week

14. 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. • Funders driven, need to be smart and to match service users needs to funders needs. Wai Yin: Unique Selling Point • Service units provide holistic approach. • Not only providing service for one particular ethnic minority group. • Actively position ourselves to compete with others: • alert to government policy and society changes; • put high value on quality standard • make ourselves known, e.g., awards and achievements • Review service unit every year with all the staff and service users

15. Thank you!