Analysis of Community Engagement Practices in UK Charity Sector

This report provides a detailed analysis of community engagement practices, focusing on Age UK Foundation and CMHT (Community Mental Health Team) in the UK. It explores the importance of effective communication, stakeholder participation, and social media engagement in achieving successful community engagement. The report compares the approaches of both organizations, highlighting the significance of strategies like keeping everyone in the loop and embracing community input. Furthermore, it emphasizes the role of community mapping in fostering community responsibility and environmental consciousness. The study concludes that community engagement is a dynamic relational process crucial for the success of any business, as it promotes interaction, involvement, and communication between the company and the community. The effective use of social media is also identified as a key component in enhancing stakeholder engagement and knowledge sharing within the community.

COMMUNITY
ENGAGEMENT 2

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Community engagement is being defined as the process of working collectively and
collaboratively among groups in order to attain the business objectives. The reason behind this
fact is that community engagement involves a process through which community is benefitting
the organization and individuals. The present study will outline the personal learning and
reflection relating to the use of practices being employed in Age UK foundation and another
charity organization in Newham, UK. The current study will discuss about the differences
between the both the projects and the best practices relating to community engagement which are
being employed by the charity organization. Along with this critical evaluation of the use of
different models, community mapping, social media engagement and many other aspects will be
discussed. In the present reflection, the differences that effective communication, stakeholder
participation can create within community engagement will also be discussed within the current
study.
MAIN BODY
The present study was based on Age UK Foundation which is a charity organization
catering to the needs of elderly people in UK. The aim of the charity organization is to provide
moral support to the people who are at alder age and also require medical assistance but are not
having any opportunity. After a certain age it becomes tough for a person to survive in case they
are not having any facility or person to take care. Hence, in such situation Age UK Foundation
assist such kind of people in surviving a good and healthy life. There are many other charity
organizations which are undertaking their operations in betterment of the society and develop the
community. These charity organizations play a crucial part in community engagement as they
work in direction of developing the society and environment in proper and effective manner.
With the analysis of the project on Age UK Foundation it was evaluated that project of
foundation majorly focuses on the protection of the elderly people. The major reason underlying
this fact is that after the current pandemic many of the older people have faced issues due to
isolation (What we do, 2021). Hence, it is very hard for them to survive a good life and due to
this Age UK Foundation is taking care of them. On the other side, another charity organization
that is CMHT (older people) that is Community Mental Health Team (older people) dealing as a
mental health and social service team. This team aims at assisting in social need assessment and

psychiatric treatment and intervention for people suffering from mental trauma. The major focus
of CMHT is over the elderly people only as this is the segment which faces a major mental
trauma and need some special care. This foundation aims a providing outpatient services and
high quality services majorly to elderly people (Tambo and et.al., 2021).
With this comparison I learnt that community engagement is very crucial for getting
successful. The reason pertaining to this fact is that when the company does not take care of the
community then this will be affecting the image of the company to a great extent (Miner and
Nicodemus, 2021). This is majorly due to the reason that community engagement involves
ensuring the fact that community members are having access to social setting and develop a
functional capability which assist them to participate in proper and effective manner. For
effective community engagement Age UK Foundation is having a good communication strategy.
This is pertaining to the fact that in case communication will not be good then this will be
affecting the level of community engagement.
This is majorly because of the reason that when the communication is not proper and
effective then this will be impacting the people coming to charity organization. With this I felt
that effective communication is a necessity for effective community engagement. The reason
behind this fact is that when the people will not be in position to effectively communicate with
one another then they will not be satisfied (Rawl and Newhouse, 2021). Hence, for better
working and operations both Age UK Foundation and CMHT need to have a good
communication. In case the communication will be good then this will be having and creating a
good impact over the working of every organisation. The older people will be in position to
express themselves in proper and effective manner. In addition to this, when communication will
be good then only these foundation and charity organisation will be in position to manage and
cater and fulfil the need of the patient or victim coming to the charity.
In addition to this, I felt that stakeholder involvement is also very crucial for the success
of business. this is particularly because of the reason that stakeholders are the people who are
interested in the development of the organization. This is particularly because of the reason that
when the stakeholder of the company will not be satisfied then they will not be working in
proper and effective manner (Franco and et.al., 2021). Hence, for these charity organizations to
become successful it is very crucial that the effective stakeholder participation is present in these
charities. The reason underlying this fact was that when stakeholders will be working in proper

manner and are satisfied then this will improve the working of the business. hence, for both Age
UK Foundation and CMHT it is important that they keep all the stakeholders whether be it
internal or external happy and engaged within the business. the reason underlying this fact is that
when the external and internal stakeholders will be having a good and effective working and
interest in the charity organisation then working will be improved (Bowd, 2021).
Moreover, I also learnt that social media practices are the most common tool to keep the
stakeholders motivated and engaged with charity organisation. This is particularly because of the
reason that when the use of effective communication will be taking place in the organization then
this will motivate stakeholders to communicate with one another in proper and effective manner
(Best and et.al., 2021). Along with this I learnt that participation of all stakeholders is essential
for the effective management of funds and duties within the charity organization. The reason
underlying this fact is that stakeholders are the one which takes decision for the effective
working of the organization. Hence, it is necessary for the charity organization to have a good
engagement of stakeholders within the company.
Along with this study I evaluated that fact that community mapping is also very
important. This is pertaining to the fact that community mapping involves resident in identifying
the assets of their neighbourhood and to look at other opportunities and create a good picture
wherein people can live in proper and effective manner (Community engagement strategies- 4
effective ways to keep members engaged and inspired, 2021). This is very crucial for the reason
that when person knows how they can develop their area of living then this will result in
effective management of the place. In addition to this, it will also foster the community and
environmental responsibility of the people towards their area of living.
On the other side, I analysed that for getting successful in community engagement there
is need to implement the best practice in order to improve the working. Hence, for the effective
working it is necessary that both Age UK Foundation and CMHT undertakes the use of best
practice for effective community engagement. For implementing good community engagement,
Age UK Foundation is complying with the strategy of keeping everyone in the loop. This
strategy focuses on the fact that every person within the management of the company must be
considered at time of taking the decisions (Baurley and Younan, 2021). This is particularly
because of the reason that when every stakeholder and other key person of charity are kept in
loop at time of taking the decision then this will result in proper and good decisions. Hence, as a

result of this the decision taken by the company will be good and helpful in development of
charity.
On the other side, CHMT also utilises different strategies for effective community
engagement. For proper community engagement, the practice used by CMHT is embracing the
community input (Clark, 2020). The reason pertaining to the fact is that just using the
community platform is not enough rather it is also very essential for the business to effectively
embrace all the input of community as well. this also involves taking into consideration views
and suggestion of all the people living within the community. The reason underlying this fact is
that when views of people are undertaken then this will improve working of CMHT. This is
pertaining to the fact that when community engagement is present then people within community
will be providing their own views for betterment of community. Hence, this will result in
effective management of the community and the charity organization as well.
Along with this, I learnt that social media engagement is also very important for the
successful community engagement. The reason pertaining to the fact is that for engaging the
community, communication is the key. Hence, for this it is essential that the use of social media
must be undertaken. This is majorly due to the reason that social media is the latest source
through which a person can effectively communicate with other people (Raza, 2021). In addition
to this, discussion done with help of social media will be more attractive and good. The reason
underlying this fact is that currently use of social media is much liked by people. Hence, when
both the organizations that is Age UK Foundation and CMHT will implement use of social
media then it will create a good impact over working of all the organizations.
Moreover, the use of social media will also assist elderly people in enjoying and relaxing
their life as well. the reason pertaining to the fact that with respect of current pandemic situation
elderly people have faced many problem and mental pressure because of isolation. Hence, the
use of social media will definitely assist the people in managing their life in proper and effective
manner. Also, the use of social media will assist in information sharing and this in turn will
increase knowledge of people using the social media (Mills, 2020). However, the use social
media can also be treated as source of sharing the information. Along with this social media can
also be used by both Age UK Foundation and CMHT in order to communicate with the
stakeholders. The reason underlying this fact is that when the use of different social media
platforms like Facebook, Twitter and other social media platforms will be used then this will

increase stakeholder engagement within the business. The reason underlying this fact is that use
of social media is very helpful in gaining knowledge and will also promote effective
communication.
Thus, it is clear that community engagement is very important for the success of business
as company cannot work in isolation and they have to operate within the community only
(Taylor and et.al., 2021). Hence, it is necessary for the different business that they include all the
necessary information and discussion with respect to the community. The involvement of
community and its requirement will definitely improve the working condition and goodwill of
the business.
CONCLUSION
The above report concluded the fact that community engagement is being defined as
dynamic relational process which facilitates interaction, involvement, and communication among
the company and community. For any kind of business organization, it is necessary that they
involve the community at time of taking decision. The reason underlying this fact is that when
community engagement is included then this provides a better and effective working
environment to the company. Also, the above report evaluated the fact that use of social media is
very crucial for success in community engagement. The reason underlying this fact is that social
media is trending and in this competitive era it is very crucial for the business to implement these
platforms for communication to engage the community.

REFERENCES
Books and Journals
Baurley, J. and Younan, S., 2021. Youth and community engagement at the Amgueddfa Cymru–
National Museum Wales. In Museum Innovation (pp. 3-14). Routledge.
Best, D., and et.al., 2021. Building recovery capital through community engagement: A hub and
spoke model for peer-based recovery support services in England. Alcoholism Treatment
Quarterly, 39(1), pp.3-15.
Bowd, K., 2021. Re-focusing on the local: News start-ups, community engagement and social
capital. Australian Journalism Review, 43(1), pp.63-79.
Clark, M.J., 2020. Charity, Justice, and Development in Practice: A Case Study of the Daughters
of Charity in East Africa. Journal of Moral Theology, 9(2), pp.1-14.
Franco, Z., and et.al., 2021. Veterans Health and Well-Being—Collaborative Research
Approaches: Toward Veteran Community Engagement. Journal of Humanistic
Psychology, 61(3), pp.287-312.
Mills, H., 2020. Body & Soul Charity: youth suicide prevention. Perspectives in public health,
140(3), pp.135-136.
Miner, A. and Nicodemus, B., 2021. Situated Community Engagement. In Situated Learning in
Interpreter Education(pp. 69-80). Palgrave Macmillan, Cham.
Rawl, S.M. and Newhouse, R.P., 2021. Advancing Methods for Patient and Community
Engagement.
Raza, H., 2021. Social Justice and Community Development: A Multilevel Community
Engagement Model to Effectively Work with Families Living in Culturally-Diverse
Communities in Pakistan. ASEAN Journal of Community Engagement, 5(1), p.3.
Tambo, E., and et.al., 2021. Early stage risk communication and community engagement
(RCCE) strategies and measures against the coronavirus disease 2019 (COVID-19)
pandemic crisis. Global Health Journal.
Taylor, and et.al., 2021. Rural Community Engagement for Health Disparities Research: The
Unique Role of Historically Black Colleges and Universities (HBCUs). International
Journal of Environmental Research and Public Health, 18(1), p.64.
Online
Community engagement strategies- 4 effective ways to keep members engaged and inspired.
2021. [Online]. Available through: < https://www.cmnty.com/blog/community-
engagement-strategies/ >
What we do. 2021. [Online]. Available through: < https://www.ageuk.org.uk/about-us/what-we-
do/ >