How to launch a new charity service

As part of our Reimagining Services Campaign, this article looks at how charities can set up new services for users. With a rise in demand for services, it is important to be able to create and run new ones.

 

Of course, we know that it shouldn’t just be charities providing vital services. Government funding and support is needed too.

 

Planning for and delivering a new service can be both an exciting and daunting experience. There’s a lot at stake for charities as they need to make the best use of their resources.

 

With limited budgets and stretched staff teams, it’s important that charities plan carefully before setting up and delivering new services.

 

Here is our step-by-step guide to setting up a new service.

 

 

Set clear objectives

 

You need to have clear objectives for your service that you can measure. Think about what you are aiming to achieve. Using the SMART (specific, measurable, achievable, relevant and time-bound) method will help you to keep track of the progress you make.

 

 

Know your audience

 

It’s important to understand who the people are that will use your service, so get into the mind of your target audience. Speak to potential users of the service and find out how they like to be communicated with.

 

Once you know who you are trying to reach, you’ll know how to communicate with them. That means deciding on the language you use to talk about the service and the different communication channels you use to talk to your audience.

 

 

Define the needs of your audience

 

Be clear on what people need from a service. This will help to make sure you put users at the centre of your planning and that the service is effective. It’s important to understand what challenge the service will solve.

 

You can find out the needs of users by carrying out quantitative research. Look at the information you have, including data from past events, information about membership, and interactions on social media.

Qualitative data is also important. For example, surveying users through email, on social media, and face-to-face. Find out what people would like to see from a new service.

 

 

Look at legal requirements and good practice

 

If you are considering running a public service for the first time, the Charity Commission has information on its website. This includes both legal requirements and good practice information.

 

The guidance covers topics such as: what public services are, whether charities can use their own funds to pay for or contribute to services that public authorities normally provide or fund, and the risks charities should be aware of.

 

 

Carry out research

 

Make sure you do your research to check if there are similar services out there. It’s best to avoid duplicating efforts or reinventing the wheel.

 

 

Involve your target audience

 

It’s important to get feedback from service users and involve them in the process of setting up a new service. According to the National Council for Voluntary Organisations (NCVO), involving people who use services in the design and delivery will make the services more effective. This is because the services are more likely to meet people’s needs.

 

 

Put together a strategic plan

 

Set out a plan that includes:

• Evaluation of the marketplace and competition
• Communications planning
• How you will measure the success and impact of the service. 

Make sure the plan aligns with your objectives.

 

 

Think about digital

 

The charity sector has the experience and expertise to use digital technology when introducing new services. During the pandemic, many charities used technology to help them continue running their services online.

 

In 2024, Shelter partnered with a technology company to set up a live online chat service for people who can’t get through to an advisor on the phone. The digital service is helping Shelter to meet increasing demand for its advice services.

 

 

Make sure you test the service

 

It’s important to test your service before launching it. Collecting feedback and insight from service users will make sure people have the intended experience.

 

 

Continually improve

 

Once you launch the service, you need to continually improve it. Speak to users to find out their views on the service so you can develop it further.

 

It’s also important to continue promoting the service to people who would benefit from it. You need to be able to demonstrate the value of your service in your communications.