CASE STUDY: HOME FOR GOOD
Background
Over the past six months, Freedto partnered with Home for Good, a charity advocating for adoption and fostering, which recently merged with Safe Families. The collaboration came at a crucial moment for the organisation, facing significant staffing challenges in its communications department due to long-term sick leave. With the merger amplifying the need for unified messaging and strategic communication, Home for Good turned to Freedto to fill the gap, provide clarity, and guide them through the transition.
Freedto managed communications for Home for Good as they merged with Safe Families
The Challenge
As Home for Good merged with Safe Families, they encountered internal communication hurdles, compounded by a shortage of staff and the complexities of aligning two distinct organisational cultures. There was an immediate need to maintain consistent messaging, engage stakeholders, and ensure that their key audiences remained connected throughout the process. The organisations had also recently completed detailed personas and experience mapping, yet required support in translating these insights into practical solutions for their digital platforms.
The Approach
Freedto, known for its adaptive communication strategies, stepped in as an embedded team. Lizzie from Freedto took on the key role, supported by Ed, with Lizzie attending team meetings regularly, acting as a bridge between departments and operating as de facto Head of Communications.
A critical aspect of this project involved Lizzie's work with Home for Good’s personas and experience mapping. She helped department heads understand the outcomes of the mapping and how they could adjust their approach to enhance user experience on their platforms. This process aimed to streamline user journeys, making it easier for their audience to navigate the site and access relevant information.
Freedto also played a vital role in managing tactical communications during the merger, working hand-in-hand with the communications team from both organisations. This included facilitating messaging that clearly conveyed the vision of the merger, especially through social media and email campaigns. Freedto provided content and strategic planning support, ensuring consistent communication across all platforms and guiding the organisation through key events such as the summer festivals.
The Results
Freedto’s involvement helped stabilise Home for Good’s communications during a time of transition and helped map out what success looked like for the merged organisation in the future. Their strategic support allowed the organisation to maintain momentum, ensuring their audience stayed engaged and informed throughout the merger process. By offering both day-to-day tactical assistance and high-level strategic insight, Freedto helped set the stage for Home for Good and Safe Families to thrive as a unified organisation moving forward.
“Freedto played a critical role for us leading our communications work during a critical time of transition. Lizzie blended into our culture and delivered tangible, focussed work, working hand in hand with people from across the team. We would be happy to work with them again”
Conclusion
Freedto’s collaboration with Home for Good and Safe Families showcases their ability to step in as “change agents” during critical periods of organisational transformation. Whether filling gaps or providing a fresh perspective, Freedto’s tailored approach ensured a successful merger and solidified the foundation for future growth.