Our Strategy: 2026 – 2028
“Hope is not a lottery ticket… It is an axe you break down doors with in an emergency. Hope should shove you out the door.”
Change is possible
At the Sheila McKechnie Foundation (SMK), we believe campaigning is one of the most powerful forces for creating a fairer, more just society.
Our 2026–2028 strategy sets out how we will strengthen the UK’s campaigning community, supporting changemakers to be more connected, confident and effective than ever before.
SMK’s Strategy Report 2026-2028
A full version of the report—exploring the research, insights and detailed plans behind our work
A summary of our 2026–2028 strategy
Our purpose
For over 20 years, SMK has worked alongside campaigners to help them unlock their power to drive change. Our mission is simple: to strengthen campaigning by championing excellence and building a connected, resilient community of changemakers.
Our work is guided by three core values:
- Courage – facing injustice head-on
- Generosity – working collaboratively and inclusively
- Hope – believing that change is always possible
Why this strategy matters
Campaigners play a vital role in creating change—from influencing policy and improving public services to shifting attitudes and behaviours.
But today, they are operating in an increasingly challenging environment:
- Rising external pressures and threats
- Limited resources and capacity
- Skills gaps in emerging areas like digital and technology
- Growing risk aversion and fragmentation across the sector
At the same time, belief in campaigning remains strong. In 2025, 100% of survey respondents said it’s legitimate for civil society organisations to campaign, and 98% believe more campaigning will be needed in the year ahead.
Our strategy responds to this moment—supporting campaigners to overcome barriers, seize opportunities and build collective power.
Click here to find out more about our Annual Campaigner survey
Who we work with
We support campaigners across the UK at every stage of their journey:
- Grassroots campaigners in small charities and community groups
- The campaigning workforce delivering campaigning as part of their role
- Campaigning leaders shaping strategy, direction and resources
Together, these groups form a diverse and interconnected ecosystem of changemakers.
How we create change
Our work is built around a simple but powerful model:
Connect. Support. Champion.
- Connect – bringing people together to build relationships and shared purpose
- Support – equipping campaigners with skills, confidence and tools
- Champion – celebrating success and amplifying impact
These elements reinforce one another, creating a cycle that strengthens the entire campaigning community.
Our strategic priorities
Over the next two years, we will focus on three key areas to drive impact across the campaigning ecosystem.
1. Collaboration and coalition building
We will help campaigners work together more effectively—building alliances across sectors and communities to tackle complex challenges.
With 93% of campaigners wanting to collaborate more, our work will focus on unlocking the skills, tools and connections needed to make collaboration happen.
2. Innovation and adaptation
Campaigning is changing rapidly. We will support campaigners to explore new tactics, embrace emerging technologies and adapt to a fast-moving, often uncertain environment.
This includes building skills in innovation, creating space to test ideas, and sharing what works across the sector.
3. Bridging and belonging
We will strengthen the human side of campaigning—ensuring it is rooted in lived experience, builds community power, and brings people together rather than driving division.
This means supporting campaigners to:
- Amplify diverse voices
- Build empathy and connection
- Counter polarisation and harmful narratives
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