Fundraising strategy
Hammersley Homes
November 2025
Summary
The On Call service provided exactly what Hammersley Homes needed at a critical moment: expert fundraising guidance delivered quickly by someone who understood their context. Sarah valued the accessibility of the support:
"For small charities like ours, having the pro bono expertise is amazing and it's transformative because it does give us access to those professional skills that would otherwise be out of reach or might come with a large price tag for consultancy fees.”
The charity now operates with clearer direction, a refined approach, and greater confidence in their sustainability planning; these are essential foundations as they work to secure the future of their vital mental health support services.
Background
Hammersley Homes is a charity based in Lymington that provides long-term outreach support for adults with lasting mental illnesses, including schizophrenia, psychosis, bipolar disorder, anxiety, and depression. They provide practical and emotional support to help their beneficiaries maintain stability, independence, and connection in their communities.
The challenge
For the last three years, National Lottery funding had sustained Hammersley Homes, but as that funding is was drawing to a close, CEO Sarah Hannant needed to develop a robust fundraising strategy to ensure long-term sustainability. Sarah explained:
"We reached out to Cranfield Trust because we needed some immediate strategic support, particularly around fundraising and developing a clear plan for our next stage of growth.”
The charity wanted to move beyond short-term funding and reduce over-reliance on grants. Sarah had begun developing a fundraising strategy, but it was becoming overly complex and detailed. Working with Cranfield Trust would allow Hammersley Homes to access free, high-level fundraising expertise that could help Sarah create a clear and effective plan.
Sarah recognised the value of an external perspective:
"Being a small charity, you don't always have access to that kind of high-level business expertise which Cranfield Trust allows you to access. So for us it was really an amazing opportunity to sit down with a professional who could offer constructive insights to our fundraising strategy and also challenge us on certain things.”
The solution
Regional Manager Sue Elder matched Hammersley Homes with volunteer Ian Clark for an On Call project, designed to provide expert guidance quickly. Ian was an ideal match, having worked with Hammersley Homes on a previous occasion and possessing extensive fundraising experience as a former fundraising director with a background on the Advisory Board of the Institute of Fundraising.
Sue explained the On Call approach:
"What people are looking for really is an informed answer or guidance from a volunteer in quite a short space of time. We don't take a full brief; instead, we ask the client to give us some bullet points, to provide an overview on what it is that they're looking for.”
Ian's previous work with the charity meant he understood their context well and could provide targeted advice. For this project, he focused on helping Sarah simplify and sharpen her fundraising strategy, advising on diversifying income streams through membership fees, and focusing on fewer but more profitable activities.
Ian went beyond the scope of the original call by also reviewing Sarah's National Lottery Stage 1 application, providing valuable insights to strengthen their bid for continued funding. Sarah appreciated his practical, focused approach:
"He has a lot of experience, so it was good to tap into the knowledge and expertise that he has. He was able to give us practical advice around diversifying our income streams, particularly around increasing our earned income.”
The impact
The On Call session delivered immediate clarity and confidence, giving Hammersley Homes the strategic direction needed to pursue sustainable funding. Sarah described the transformation:
"The call provided clear, practical advice that will shape our fundraising strategy and strengthen the sustainability of our charity. It gave us a sharper focus on building reliable income streams. Having that road map for our fundraising in place and knowing that it's had that professional input certainly makes me feel more confident in the document I've produced.”
Sue Elder noted the strategic benefit:
"The way that it has helped them to really focus their fundraising activities and to take a strategic approach should result in a higher success rate in gaining funding.”
For the vulnerable adults the charity supports, people with serious mental illnesses who rely on consistent outreach support, this increased clarity has significant implications. Ian explained the stakes:
"Clearly, they need long-term support. If that support fell away, getting a renewal of either the National Lottery bid or perhaps two or three equivalent smaller applications is critical to their long-term sustainable future.”
