Move the Masses

About the Client

Move the Masses’ (MTM) mission is to create healthy communities by improving people’s well-being through movement. Their flagship programme Move Mates, sees hundreds of vulnerable people (beneficiaries) being paired with a volunteer for regular walks resulting in a benefit to their physical and mental health. So successful is the Move Mates Programme that they receive referrals from York City Council. Alongside this, MTM have created a Move Map highlighting to the community the location of outdoor gyms and walking trails.

Objectives

• Explore opportunities to incorporate students into MTM’s existing volunteering system by identifying approaches to attract student volunteers and evaluating their likelihood of success.

• Identify local and commercial income opportunities through research of comparable organisations’ funding strategies to support MTM’s financial sustainability.

• Create actionable strategies for MTM to adopt suitable income streams, considering potential payout amounts, funding timelines, and any associated start up costs.

Project Outcome

York Community Consulting delivered a detailed strategy for expanding Move the Masses’ student volunteer base and exploring sustainable income streams through systematic research and stakeholder engagement. The project investigated these aspects through two sub teams which focused on each element; marketing and partnerships.

The marketing team conducted extensive research to determine reasons why students would choose to volunteer, using surveys to identify pull factors and discover barriers that prevent students from engaging with general and MTM-specific volunteering. Through stakeholder research, the team developed a realistic marketing strategy designed to attract student volunteers while providing tailored improvements for MTM’s current marketing approach. This included targeted partnerships with university societies and colleges, optimised social media strategies, and streamlined onboarding processes tailored to student schedules and preferences.

The partnerships team researched funding opportunities and strategic collaborations that could support MTM in the long-term. They identified specific grant programmes aligned with MTM’s health and wellbeing objectives, assessed local partnership opportunities with healthcare providers and community organisations, and evaluated commercial income streams which could complement the Move Mates programme. The team also provided a prioritised funding calendar with application deadlines and success probability assessments.