Specialist rehabilitation centre and special school, The Children's Trust, responded to the Covid-19 pandemic quickly. Its communications team immediately stepped up. Recognising the anxiety and uncertainty faced by its stakeholders, the team turned high level decisions into clear communications that were timely, reassuring and transparent. The team also supported the organisation by finding new ways of fundraising the £7 million required to keep vital services running by launching a special coronavirus appeal.
Putting in extra hours and going above and beyond, the Comms Team played a critical role maintaining staff morale and donor engagement, at the same time adjusting to their own personal circumstances shielding, supporting relatives and home-schooling etc. By sourcing new case studies, speaking to families, engaging celebrity ambassadors and ensuring communications were accessible and frequent, the Communications Team were crucial in steering the organisation through the crisis. As a result, The Children's Trust services, including its special school, nursery, and rehabilitation centre remained open, stakeholders felt informed, and the team were able to raise a staggering £674,500 through its special appeal.