HOMELESS LINK NGO

1. Homeless Link NGO

2. History
- Homeless Link is a national membership charity who helps the organisations which are working
directly with people who become homeless in England.
- They work to make services better and campaign for policy change that will help end
homelessness.
- Founded in 2001 by the Homeless Network and the National Homeless Alliance, formerly the
Campaign for Homeless and Rootless
- In 2012, Rick henderson was appointed the new CEO

3. MANAGEMENT & ORGANISATION
THE SENIOR MANAGEMENT TEAM
- Chief executive officer (CEO)- Rick Henderson
- Director of policy and communications - Jacqui McCluskey
- Director of business and social enterprise - Matt Harrison

4. MANAGEMENT & ORGANISATION –
Others teams
Trustees team : Individuals elected by the membership
Central service team : Finance, HR management, office administration
In-form team : Client relationship and service management system
Innovation and good-practice team : works with local authorities and members from the homelessness
sector to develop new approaches.
Partnership team : build and maintain partenships
Policy and communication team : identify solutions that prevent homelessness

5. Financials

7. Online marketing
Digital properties
OWNED MEDIA
- Social media:
- Twitter (34 000 followers and 4300 likes) → retweet and share news about the advancement of the
organization
- Facebook (6700 followers) → sharing events
- Instagram (210 followers)
- Linkedin (4000 connected accounts, 144 employees, 1 post)
- Google+
- Youtube channel (156 subscribers)
- Annual reports “Making the difference” → The strategic plan to end homelessness 2015-2020
- Website
- Several rubrics (home, about us, our work, facts, membership, products pages)
- Donate button
- Absence of app and blog

8. Paid media
Advertising - No paid search, display ads and digital signage
● Affiliate marketing: News website (The Guardian) - pictures, data/facts
● Events: provide with other companies opportunity to knowledge
● Advertising about job vacancies (through their own website)
Online marketing

9. Earned media(Partner network):
publisher editorial
- “News” page on official webiste collects
8~10 news articles related to Homeless
Link.
- https://www.homeless.org.uk/connect

10. Earned media(Partner network):
Influencer outreach, word-of-mouth, social media
- Share relevant news, articles, videos on social media
(Facebook, Twitter) everyday.