Registered Charity 1128436
How the Plan was Developed 5
The Operating Environment 7
SWOT Analysis 12
Responding to the Challenge 13
Goals, Aims and Objectives 16
Appendix 1 - Key Activities 21
Objective 1 21
Objective 2 24
Objective 3 27
Objective 4 31
Objective 5 35
Objective 6 37
Objective 7 38
Business Plan 2011-14
In April 2009 Age Concern Cymru and Help the Aged in Wales merged and a new
charity, Age Cymru, was established.
At the time of merger both charities had completed 1 year of their 3 year Business Plans
and the following priorities were agreed:
Deliver existing commitments
Integrate the two charities
Ensure the sustainability and longer term independence of the new charity.
Deliver existing commitments
The first annual report and the 6 months activity report indicate that the
charity has not only successfully delivered on its commitments but has
also continued to build on the achievements of the two pre-merger
charities whilst developing its own priorities and objectives.
Integrating the Two Charities
The priorities of the two charities contained a number of similarities that
formed the basis of the rationale for the merger, however, the activities
and initiatives have necessarily been developed differently. We built on
those initiatives to complement each other and added value through
further developments. An example being the work with older people; an
injection of an additional £80,000 in this area of work ensured that older
people are at the heart of decision making in the new charity and are
supported to influence the development of public policy through the newly
created Senate for Older People. We will carry this commitment forward
and ensure that all older people’s groups and forums can input to the
Senate for Older People.
The development of Information and Advice services includes an
additional £75,000pa to provide a national advice line which includes a
bilingual service and the development of Wales specific materials. The
significant infrastructure set up was provided through our partnership with
Age UK and over the life of this plan we will develop the service in local
Internal developments included harmonisation of staff terms and
conditions of employment and cultural integration.
Ensure the sustainability and longer term independence of the New Charity
Our commitment to develop a robust governance structure has been very
successful as we have attracted high calibre Trustees with a variety of
skills gained from experience of operating at very senior levels within a
variety of significant organisations. The Consultative Forum of Older
People has been established, a nomination from which will complete our
Board and ensure that older people can input into the heart of our
Long and short term strategies have been developed to create a
sustainable, independent charity that can operate effectively and be a
proficient contributor to the interdependent relationship with the other
national charities. These include an ambitious yet achievable income
generation plan, which will result in positive growth and sustainability for
Age Cymru works closely with the other national charities representing Wales, in the
Age UK community of charities, for UK-wide activities and work.
To ensure that we understand the day to day issues affecting older people in Wales, we
will work with a network of independent local partners, the governance and operations
of which will remain rooted in their local communities.
We are committed to working for a better life for all older people in Wales both today
and into the future. We celebrate ageing and work to create opportunity in later life. We
fight and challenge disadvantage and unfairness wherever we find it.
This plan outlines what we will to do in the period April 2011 to March 2014 to meet the
challenges and to achieve our ambitions. It was developed by staff and trustees in
consultation with older people and Age Concern organisations.
Our vision for a world in which older people flourish is shared with our national partners
across the UK. Our mission is to improve life for older people.
Our ambition is for:
a world where we celebrate ageing and treat people of all ages fairly, with dignity
financial security for us all and an end to poverty in later life
better health for longer and improved care when we need it
excellent support to stay independent when we are frail or caring for loved ones
communities where every one of us is able to have fun, take part and have a
diversity to be recognised and support for the most vulnerable to be provided
products and services designed to meet our needs as we age.
3. How the Plan was Developed
Following a presentation on The Community Calculator at the Board of Trustees
meeting January 2010, a group of Trustees met to consider both the document and the
report from which it was developed, ‘Towards Common Ground’, in order to start the
development of the 2011-14 Strategic Plan. From the original ten themes within the
document in April 2010 the Board of Trustees identified four initial areas around which
the objectives for the strategic plan will be developed and in June 2010 the Board
Trustees agreed to consult on the following objectives:
Health, Wellbeing and fulfilment - To maximise healthy life expectancy,
support and promote the health, independence and wellbeing of older people
Services and Support - To ensure access for all to the basic services and
support needed to maintain quality of life
Participation - To strengthen older people’s capacity to exercise their rights and
ensure that providers and commissioners of service engage effectively
Built environment - To ensure the physical design of our communities
empowers and enables older people to be active in older age.
To develop the plan, in addition to consultation with Trustees, we also consulted with all
staff, Older People and Age Concern organisations (ACO’s) on the objectives and
undertook environmental analysis.
The consultations with Older People were undertaken in 4 geographic areas and
generated a great deal of discussion with wide-ranging views as to the priority and
significance that should be afforded different issues. There were a number of common
strands that ran through the discussions:
The importance of working in partnership came up in a number of instances; the
importance of Age Cymru working with local organisations, specialist
organisations and other third sector organisations to achieve our overall
objectives and the need to work with older people to input to government on
policy development and implementation
The importance of information and advice across all themes and issues was
common in all the consultation events and underlines the importance of I&A as a
There was broad support for the community themes outlined in the Age Cymru
consultation, but a feeling that finance and income of older people needed to be
given a stronger priority.
Consultations with ACOs were undertaken in the same 4 geographic areas. Because of
the current work on the development of the Wales Brand Partner Agreement it came as
no surprise that the discussions in every group featured the structure of the movement.
In addition to those discussions there was broad consensus on the following priorities:
1. Sustainability and support for Brand Partners
2. Income Generation
3. Influencing policy and campaigning
4. The development of services to standards which are monitored, in the
recognition that local services need support through training, information and
funding. The most frequently identified services were:
Information and Advice
Services to combat loneliness and isolation
In all the consultation events there were indepth discussions about technology with
views ranging from the need to offer training and equipment for older people to access
the internet to the feeling that older people were not interested in technology. There
was consensus, however, that information published on the website should be readily
available in other formats to ensure that older people are not excluded.
A questionnaire seeking the views of older people and ACOs on how closely the work
we have done to date fits with their priorities received 79 responses:
Health, Wellbeing and fulfilment - 83% responded that this was an excellent fit.
Priority was given to Healthy ageing followed by Health. End of life care came
in at third above social care
Services and Support - 78% saw this objective as an excellent fit. Income was
the highest priority in this category followed by transport and then information
Participation - 63% rated this as an excellent fit with a further 25% rated as
good. Inclusion was seen as the highest priority with intergenerational/
partnership working as the lowest at 25%
Built Environment - The lowest fit 56% rating it as excellent, 25% good.
Negotiations with Age UK continued throughout the process with the intention of
developing a formal nations agreement which will govern our future relationship. In
addition we worked on the Wales Brand Partner Agreement, a tripartite agreement
between Age Cymru, Age UK and the local Brand Partner to govern the new method of
working with the aim of developing a consistent high quality approach to our services so
that older people can be confident in the service they receive from Age Cymru wherever
they live. These negotiations have resulted in securing more resources both potential
income and expertise, than was available prior to merger.
Based on the information gathered the Strategic Plan was developed. Each area of the
plan is supported by a more detailed plan. A budget has been prepared on the basis of
information known to date and scenario planning has been undertaken based on our
priority areas of work so that we can respond to any funding cuts. For priority areas of
work we have explored how these should be taken forward most efficiently.
The draft Strategic Plan and an indicative budget was agreed by the Board of Trustees
September 2010. It was based on this plan that an initial discussion took place with
WAG officials and the Business Plan was developed.
4. The Operating Environment
The ageing of our society is something that we welcome and celebrate. In developing
our plan we have been able to draw on both our perspective of the current situation of
older people in Wales drawn from our engagement, our policy development and our
work with local organisations.
We have also been informed by the Older People’s Wellbeing Monitor for Wales 2009,
developed by the Welsh Assembly Government as a resource to all of those in Wales
with an interest and commitment to the care and wellbeing of older people.
The Older People’s Wellbeing Monitor for Wales 2009 provides a useful statistical
overview this included the following:
Of the UK countries, Wales has the highest proportion of people of state
pensionable age (SPA).
The population aged 85 and over is projected to more than double in size
between 2007 and 2031 (to 156,000).
44% of older people in Wales have a limiting long-term illness or disability.
Many older people need housing adaptations, particularly grab rails, showers to
replace baths and stair lifts but few have them.
Around one in five households containing someone aged 60 or older is fuel poor
– twice the rate for all households.
Participation in interest groups and civic movements tends to diminish with age,
with the ‘oldest’ old less likely to express their views or be politically active.
Around 64,000 older people received community based services, to help them
live at home independently for the year ending 31 March 2009.
At 65, older people in Wales have shorter disability free and healthy life
expectancies for the average than for the UK.
It also lists the areas that the qualitative research highlighted as themes from
respondents which include:
Most respondents described social attitudes towards older people as negative.
The concern most often raised related to the prospect of entering residential
A wish was expressed for more freely available information detailing the
entitlements of older people.
Respondents were unhappy about the prospect of paying for health and social
care needs in old age. This was perceived as discriminatory by those who had
saved and been careful.
Neighbourhood and community were cited as key components regarding
satisfaction with current accommodations and perceptions of security.
Financial security was perceived as very important and most respondents
expressed concerns about the current economic crisis.
As people live longer and often healthier lives we see older people working,
contributing, volunteering and caring for friends and families, leading lives that are
fulfilling in ways that were often not possible for past generations of older people. We
aspire to such a positive future for all older people.
Nevertheless, this is not currently the case. We still see significant numbers of older
people suffering ill health and poverty. Our ageing population, and particularly the rising
numbers of people in late old age, also poses some real challenges for our society.
They require a planned response. Unless we confront today’s attitudes to age we all
risk marginalisation and disrespect as we grow old. Without action on incomes, we will
permanently consign a fifth of people in the UK to poverty in later life. Some older
people are suffering ill-health for longer and hundreds of thousands are lonely, isolated
and cut off from the mainstream, and feel that no one is taking responsibility for putting
While we advocate a planned response to the ageing population, we will also challenge
the use of catastrophic language and crisis when describing the issues to avoid
perpetuating the negative attitudes, stereotypes and thinking on ageing that we are in
danger of allowing to colour our views of the future.
In Wales, during the last decade we have seen a great deal of ground work take place
that will put us in a strong position to take on the challenges that lie ahead. In
addressing issues of ageing the Assembly has adopted the social model (drawn on the
social model of disability). The Older People’s Wellbeing Monitor notes that much
remains to be done to explore the ramifications of this model for specific policy areas.
Strategy for Older People in Wales
The Strategy for Older People in Wales has been hugely significant, complemented by
the decision to designate a deputy-Ministerial post to champion implementation. It has
placed older people’s issues squarely on the political agenda in Wales and provided
funding to actually encourage real progress. Good examples of this include older
people’s engagement, the emphasis on healthy ageing and continued support for public
Our business plan draws heavily on the Strategy for Older People in Wales 2008-2013,
continuing to support and complement the strategic aims and objectives. The core
features of the strategy, engagement, participation and the empowerment of older
people are reflected across the work of the Charity and embedded in all of the
programmes that we deliver and that we will develop in the future.
We cannot allow the impetus that the Strategy has brought to be lost.
The Age Cymru business plan supports the Strategy for Older People in Wales in
the following ways:
Valuing Older People – Maintaining and Developing Engagement
Enhancing the participation of older people in society and at all levels of
government, particularly in the planning and development of local services;
Increasing the level of involvement of the over 50s in their communities, thereby
promoting social inclusion.
We will continue to support organisations of older people in their engagement and
influence by providing secretariat support for the national organisations of older people
in Wales and in our work with local and regional older people’s forums, providing
information, knowledge and sharing best practice.
We also have developed a strong engagement function between the Charity and older
people to ensure the implementation of our principle that older people will be at the
heart of everything that we do.
Promoting a more positive image of older people
The Gwanwyn Festival is directly referenced by the strategy as contributing to the work
challenging the negative stereotypes of ageing. It also supports the emotional health
and well being benefits that are generated through the involvement in arts activities.
We will continue to develop the Gwanwyn Festival based on evaluation results and to
develop a year round programme of complementary activity.
Counteracting age discrimination
Age Cymru has a range of planned activity that seeks to challenge and counter age
We have established an Equality and Human Rights Network with local Age Concerns
which will continue to support the organisations to mainstream and embed their
Equalities will remain a priority area for our campaigns, policy and public affairs work as
we assess the implementation and impact of the Equality Act 2010 in relation to older
We will continue to develop and deliver workshop sessions and training in relation to
ageism and age discrimination, building on Growing Older in Wales.
Changing Society – The Economic Status and Contribution of Older People
Enable older employees to re-train and upgrade their skills and, in addition, pass on
their skills and experience, in part through intergenerational learning in the workplace.
We will continue to contribute to this objective through
Delivering the Growing Older in Wales programme
Delivering capacity building training to forums and groups of older people
Developing training and workshop sessions to empower older people to access
Developing and delivering a range of cascade training in relation to Nordic
Walking; Low Impact Exercise; Rights
Developing our training offer to respond to market opportunity and meet the
needs of older people.
Encourage volunteering involving the over 50s in order to extend the active
contribution of older people in society.
Age Cymru will continue to provide a direct contribution to this objective by offering a
range of volunteering opportunities:
Ageing Well – Peer Health Mentors
Developing a range of volunteer opportunities across the Charity’s operation
Develop an integrated approach to tackling poverty, thereby maximising the
impact of devolved policies.
Age Cymru makes a direct contribution to this objective through the provision of
information and advice to older people to assist older them to access the benefits and
entitlements that are available. We will continue to produce information booklets and
factsheets and also offer a bi-lingual helpline.
Wellbeing and Independence
Further develop an evidence based programme of health promotion for
We contribute to this objective through the activity of our Healthy Ageing Team. We
have developed our Health Promotion Campaign from its initial focus of health in winter
to year round health messages incorporating alcohol, smoking, sexual health, heat, etc.
In addition through the Ageing Well Network we support the work of members with peer
Living at home
Age Cymru will continue to support this objective through the provision of information
and advice to older people. We produce information booklets and factsheets and also
offer a bi-lingual helpline.
Preserve Dignity and Respect
Age Cymru will operate a number of programmes that support the preservation of
dignity and respect for older people.
My Home Life Cymru is a programme of activity that supports the quality of life for older
people living in care homes, by working with staff, residents and families. Dignity and a
person centred focus on care underpins this work.
My Future is a pilot programme of work that we will be evaluating. This encourages
people to make provision for their future lives by setting out information that could be
used by carers if they are unable to express their wishes at some point in their future.
Safeguarding against elder abuse will remain a priority area of work for Age Cymru. We
will continue to build and share our expertise in this area, while campaigning to develop
awareness of the issue and for improved access to advocacy and justice for older
people in Wales.
Raise Standards in Care Homes
Age Cymru will continue to contribute directly to this objective with the award-winning
My Home Life Cymru Programme. My Home Life is a programme aimed at improving
quality of life in care homes for older people by engaging with staff, residents and
families on eight key themes that range from transitions into care homes through to end
of life care.
Making It Happen
Age Cymru will continue to contribute to the implementation of the Strategy by hosting
Age Alliance Wales. Age Alliance Wales enables national voluntary organisations with
a key interest in older people’s issues to work together strategically and to provide a co-
ordinated response to Government.
Our work complements a number of other national strategies, for example the National
Service Framework (NSF)for Older People in Wales, 2006 sets national standards
designed to ensure that as we grow older we are enabled to maintain our health, well
being and independence for as long as possible, and receive prompt, seamless, quality
treatment and support when required.
Our work in the field of equalities and the training offered through the Growing Older in
Wales programme supports the NSF in the standard Rooting Out Age Discrimination.
This standard is also supported by the work we do in supporting the engagement of
older people and in the promotion of advocacy.
The programmes My Home Life and My Future as described above both support the
Person Centred Care Standard.
Our Healthy Ageing Team makes a direct contribution to The Promotion of Health and
Wellbeing in Older Age standard by providing integrated health promotion activities of
specific benefit to older people.
The work of Age Cymru is also in line with the policy Fulfilled Lives, Supportive
Communities. The philosophy of empowerment that underpins our engagement work
supports ‘A service which puts the User and the Citizen at the Centre’.
In addition the safeguarding policy and development that has been undertaken through
the Elder Abuse Project supports the Assembly objective of A service which properly
Protects Vulnerable People’.
The work of Age Cymru directly supports The Third Dimension, January 2008
strategy, in particular the objectives of strengthening and empowering communities and
enhancing opportunities for citizens to be heard. The Engagement Team in supporting
the involvement of older people and the Healthy Ageing Team in terms of providing
volunteer opportunities and peer mentor models of delivery are specific examples.
Climbing Higher, 2005, the Welsh Assembly Strategy for Sport and Physical Activity
notes that Wales has an ageing population. It states that we must promote ‘greater and
continued awareness of the links between physical activity and health, and widening
opportunities to access sport and physical activity’. We seek to support this through our
Physical Activities programmes, including Nordic Walking and Low Impact Functional
Training. In addition, as part of our Health Initiatives work we promote the advantages
of physical activity.
The opportunities and challenges that we have identified from our consultation have
already been published in a policy report that provides evidence of the need for a new
strategy for older people in Wales to take forward this work into the next decade.
The financial crisis and its aftermath which triggered the current public sector spending
squeeze has left older people with real cause for concern. However, we will ensure the
challenges presented are used as opportunities to consider current delivery models and
how these are best reshaped to meet the needs of an ageing society. In Wales we
need to build on the foundations laid by the Strategy for Older People to ensure that we
continue to apply the United Nations Principles for Older Persons and develop policy
from a human rights based perspective.
5. SWOT Analysis
A key part of our planning process has been the consideration of the strengths and
weaknesses of the organisations and the opportunities and threats that we face during
the period of this plan in a SWOT analysis. This can be summarised as follows:
New, independent, merged organisation, based in Wales with strong and
effective governance, management and staffing structures
The leading charity for older people in Wales, both influential and credible
Older people are at the heart of what we do
Centre of knowledge and expertise on ageing and older people’s issues
Strong organisational reach locally, nationally and across the UK.
Selling our successes
Lacking diversity of income sources
Uncertainty of future local/national partnership arrangements
The capacity to respond and deliver to expectations that are increased by our
The broader appeal of the new Brand
New models of delivery being sought and the opportunity to innovate
An income generation strategy, including the potential for commercial market
growth and social enterprise
Partnership and co-production opportunities
Development of flagship services.
The current financial and economic climate and resultant impact on funding
Changes to Government strategic priorities
Poor Brand consolidation.
6. Responding to the Challenge
From our Swot Analysis, we identified the need to address our attentions to the short-
term necessity of mitigating the impact of the challenging economic environment on
older people by influencing the agenda and priorities of decision makers. We will
empower older people to influence the development & implementation of public policy
by ensuring that they are enabled to share their views with decision makers and
influencers and that age and ageing remain key strategic priorities.
Age Cymru’s commitment to put older people at the heart of what we do will be
demonstrated by giving older people a clear voice in our planning, our policy
development and our wider work. As a national organisation we will deploy resources
to ensure that Age Cymru remains in touch with older people and the issues that impact
on them on a daily basis by maintaining and developing a reach into local communities
across Wales. We will work with our national and local partners to improve the range
and standards of services provided for older people in these communities and maximise
opportunities for co production.
Through increased volume, reach and consistency of our messages, we will increase
the profile of Age Cymru, consolidating the Brand and enabling the organisation to
maintain its position as the leading charity in Wales on age and ageing. Our target
audiences will know what to expect from Age Cymru through clear and honest
communication ensuring that we are able to fulfil their expectations.
The quality of our work, our influence and high profile will enable us to meet the
challenges of competitors both existing and potential.
We will be a resource for decision makers and influencers continuing to develop the
Charity as centre of knowledge and source of expertise on older people’s issues.
To ensure older people can rely on us to deliver on our commitments we will develop
our infrastructure to create and maintain sustainability and positive growth for Age
Cymru and its partners.
We recognise that we cannot achieve our goals without an adequate sustainable
income. There will be a fundamental change in approach through the creation and
investment in the development of a team to drive business growth. We will diversify our
income by adopting a strategy for a radical change of income generation direction
including through the development of a social enterprise.
The social enterprise will generate income that will be used to support the aims of the
charity and will provide older people with access to high quality products and services
designed and delivered to meet their needs.
We will maximise the potential of our work by ensuring that all programmes and
activities link together, stimulating creativity and innovation to extend and add value to
each area of activity within existing resources.
Over the life of the plan we will demonstrate the impact of our work to the wider political
environment and monitor progress to ensure our strategy addresses the wider ageing
challenges and that we can achieve our long term goals.
Our values, professional; caring; inclusive; committed; effective; empowering will
underpin all of our work.
Older People are at the heart of what we do and we will adopt an equality and human
rights based approach to our work both internally and externally that also ensures and
promotes the application of the UN principles for the rights of the older person.
Our Unique Selling Point is our reach. Working within the Age UK family we will
recognise and operate to the strengths of the respective Brand Partners within a
structure of independence and interdependence. As the national organisation for Wales
our primary focus is on Wales but we recognise that different communities within Wales
have different needs and pressures which we will work with local partners to address.
We recognise that many issues affecting older people are the same wherever they live
so we will work together with Age UK to maximise the effective use of resources
available to us. Age UK will take the lead role on international work and on non-
devolved issues with the Westminster government. Age Cymru will take the lead role
on issues devolved to the Welsh Assembly Government and will ensure that the
interests and issues pertaining to Wales are considered in non-devolved areas.
We will promote our organisation as a professional, credible and respected organisation
with the aim of increasing the recognition of Age Cymru as Wales’ leading charity on
ageing and older people’s issues. Throughout the Age Cymru family we will be clear
and transparent on who we are, who does what and what we do. We will demonstrate
how we empower people, how we ensure that we address important issues and how we
are effective in making a significant difference in the lives of the people we serve. We
will identify our target audiences and deliver consistent but tailored messages to those
audiences through appropriate media.
Our credibility lies in the fact that our assertions are supported by data and intelligence
from 4 sources: older people; partners; our links with other organisations and a strong
evidence base. These are our ‘pillars of legitimacy’.
We will position Age Cymru as the charity of choice for people who are seeking support
services, people who are looking to offer support and people seeking to work with us.
We will continue to develop our knowledge and understanding of the implications of
ageing and an ageing society and will position Age Cymru as a centre of expertise and
knowledge on ageing and on the issues affecting older people.
We will focus our work on disadvantage related to ageing, rather than a specific
chronological age. Generally our work will focus on people aged over 60, but we retain
flexibility to make judgements on a case-by-case basis (e.g. labour market
disadvantage aged 55+).
Our public policy proposals shall aim to prevent, mitigate or overcome disadvantage in
later life, including:
o Financial disadvantage, including poverty and large falls in income
o Physical or mental health impairment
o Exclusion from mainstream society, ranging from loneliness to lack of
engagement with technology
o Age-related prejudice and discrimination.
8. Goals, Aims and Objectives
To achieve our ambition taking into account what our key stakeholders told us were important to them we identified a
number of goals which we developed into aims and objectives.
Goals Aims Objectives KPIs
1. Older people are To enable older people To deliver an effective and co- Number of interventions
empowered to to exercise their rights ordinated approach to
exercise their rights and influence the engagement for the benefit of Contact with older people:
and providers and development and all older people direct
commissioners of implementation of policy indirect
service engage that affects them
effectively Annual assessment of the
interventions and changes in
legislation, policy and practice
affecting older people.
75% satisfaction on
2. Policy and practice To achieve positive To be a powerful advocate for No. of interventions
that responds to change for older people change influencing public policy
ageing and inequalities and practice. No of references to our
in society thereby information
improving the lives of
older people Annual assessment of the
interventions eg our policy
briefings, evidence papers,
reports and research and
changes in legislation, policy
and practice affecting older
Coverage of 50 pieces of
3. A strong evidence To be recognised as the To develop a strong evidence Assessment of the
base informs policy source of expertise on base on issues affecting older connectedness between
and practice to tackle older people and ageing people interventions with older
ill-health and boost people and other
quality of life organisations and our policy
All Brand Partners using a
common recording system by
1 independent piece of
research undertaken or
Evaluation report from each
programme of work
4. Older people have To enable older people To develop effective, Information & Advice
access to : to be well informed and accessible, high quality services Increase of people
Trusted have access to facilities for older people supported through the I
Information and to help them to stay & A service
Advice services independent, to enjoy All fact sheets from
helping them to life and maximise Age UK are proofed
healthy life expectancy
stay and where necessary
independent adapted for Wales
and beat Advocacy
isolation 4 training sessions
Practical delivered pa
services that 1 new resource pa
support and aimed at older people
promote their published
health, Health & Wellbeing
independence Min of 3 health & well
and wellbeing being campaigns pa
Basic services Increase in
and support involvement Gwanwyn
needed to Increase in the number
maintain quality of older people
of life involved in physical
in MHL from 24 homes
Equalities & Human Rights
Increase the number of
Develop at least 1 new
flagship service to operate,
UK wide, nationally and
5. Age friendly Strong sustainable local To develop a network of A minimum of seven Brand
communities that Brand Partners partners in communities Partners signed up to the
empower people to be committed to the throughout Wales Wales Brand Partner
active in older age provision of high quality Agreement (WBPA)
services to enable
people to be active and Develop 1 new shared service
enjoy life in older age pa
Increased capacity in each
Brand Partner organisation,
measured against the
development plan, to deliver
6. Older people have Older people have To develop a successful social An increase in sales of
access to age-friendly access to high quality enterprise products
products and services. products and services
designed and delivered A wider geographical spread
to meet their needs. of sales in Wales
The income generated Increased income from other
from commercial services
reinvestment for growth
and development of the
enterprise, are used to
support the services of
the charity and its Brand
7. Strong, sustainable To achieve positive To develop and maintain an Monitored performance
national and local growth and efficient and effective system which links
organisations that work sustainability for Age infrastructure behaviours to values
with and for older Cymru and its Brand
people Partners Number of innovative
developments created from
Investors in People Quality
Audit, Risk & Performance
Committee (AR&PC) reported
assessment of performance,
risk and financial
A satisfactory external audit
Increased volume of proactive
and reactive media coverage
and range of media outlets
Appendix 1 Key Activities
Objective 1 :
To deliver an effective and co-ordinated approach to engagement for the benefit of all older people
Outcome - Older people have influenced the development & implementation of policy
Number of interventions
Contact with older people:
Assessment of the connectedness between interventions and changes in legislation, policy and practice affecting
75% satisfaction on consultative forum
How we will Outputs Expected Outcome How outcomes will Target Audience
achieve the be measured
Provide Comprehensive and effective Older people have No of consultations Older People
opportunities for secretariat and support to: influenced public policy responded to
older people The Welsh Senate of campaigning
to shape and Older People. opportunities
influence the Pensioners Forum undertaken
development and Wales,
delivery of quality National Pensioners No of representative
services and Convention Wales opportunities
policies that reflect National Old Age created and taken
their needs and Pensioners Association up.
Other relevant bodies
Strengthen, Support and facilitate the Older people have Regular meetings of Older People
develop and development of the: influenced the work of the network and
sustain Forum Chairs’ Network, Age Cymru forum minuted to
opportunities for Consultative Forum record the formation
individuals and of a body of opinion
groups of older Manage formal links to Age
people to influence Cymru’s Board of Trustees A representative is
what happens in elected to Age
their communities Cymru’s BoT
Minutes record that
feeds the views of
its members to the
Evidence that input
Manage and co- Develop and support the Organisations are The number of skills Partners
ordinate engageme Brand Partner encouraged and enabled development
nt activities to Participation and to engage with older sessions delivered Other
ensure Involvement Officers people to partners. organisations
consistency, quality Network (PION)
and partner The number of
participation and to Developing and individuals taking up
avoid duplication. enhance skills and the skills
expertise in engagement development
and participation, for e.g. sessions
rolling out our Involving
Older People toolkit to Examples of
key bodies involved in engagement with
engagement activities. older people
Provide Engage with, and find the Older people have the The number of older Older People
opportunities for views and opinions of information, skills and people’s forums in
participation for all people and groups of opportunities to regular contact with
older people and older people. participate effectively in people living in care
ensure variety and effective secretariat and their communities. homes
flexibility and support to Older BME
choice in Network
engagement effective secretariat and
activities support to OLGBT No of older people
Networks from the OPN who
Support the Older respond to
People’s Network(OPN) consultations and
Facilitate the publication surveys
of, and support older
people to contribute to an No. of older people
older people’s newsletter who contribute to
Deliver skills the newsletter
programmes to groups of The no. of older
older people. people receiving
Facilitate consultation skills development.
with a wider audience
through workshops, focus OPN membership
groups and the increased
expansion of the Older
Peoples’ Network No. of older people
Informing older people on
the work of the Charity
and its partners through
To be a powerful advocate for change influencing public policy and practice.
Outcome - Our work has influenced the agenda and priorities of decision makers
No. of interventions
No of references to our information
Assessment of the connectedness between interventions eg our policy briefings, evidence papers, reports and
research and changes in legislation, policy and practice affecting older people.
Coverage of 50 pieces of media pa
How we will achieve Outputs Expected Outcome How outcomes will be measured Target
the objective Audience
Lead and frame Policy Reports Changing professional Measurement of the
public policy debates attitudes, policy and connectedness between our policy Public Sector
by developing policy Policy positions practice towards improving briefings, evidence papers, reports
positions and the quality of life of older and research and changes in
producing materials Consultation people in Wales. legislation, policy and practice
responses affecting older people.
Discussion Measurement of the
papers connectedness between our policy
manifesto and influencing and
Specific detailed priorities of politicians, political
policy reviews parties and Wales and UK
All party group
Number of politicians referencing
and allying themselves to the work
of Age Cymru.
Provide knowledge, Political Influence on existing and Number of invitations to contribute Public Sector
expertise and briefings for new legislation, guidance to consultation or provide evidence
evidence on ageing Assembly and policy, at national and to policy development or review
issues as a resource questions and local levels, so that the processes.
for decision debates needs of older people are
met. Number of policy
Presence at responses/evidence
political party papers/committee evidence
conferences sessions provided by Age Cymru.
Local Increased contribution to
government government and external policy
election networks and task groups.
Public Affairs e-
briefing (104 per
Influence attitudes Delivery of Greater equality between No of training and awareness Individuals &
and behaviours Growing Older and within age groups and sessions delivered organisations
in Wales training greater recognition of older
and awareness people’s contributions No of organisations receiving
sessions across society training and awareness sessions
Major Wales No of individuals receiving training
campaign and awareness sessions
Support to UK
campaign Greater awareness of the Defined within each campaign
issues within the campaign
support to local
Increased capacity within Evidence of input from members Partners
Identify potential Co-ordinate the age sector to tackle the on joint campaigns
partners and develop AAW issues facing older people
collaborations to add
value to our
influencing work Work with the Shared commitment and
Welsh Assembly co-ordination on particular See above
Government issues including the
development of policy and
Other decision decisions that affect older
GOW see above
Extend the reach and Policy & Improved profile and Level of media coverage for Age Media
impact of our Evidence targeting of our work Cymru policy and influencing work.
communications and Political Variety of media (tracked Older people
advocacy contacts circulation/hits) Brand
E briefing Other
To develop a strong evidence base on issues affecting older people
Outcome - We are a recognised source of expertise on aging and older people’s issues
Assessment of the connectedness between interventions with older people and other organisations and our policy
All Brand Partners using a common recording system by March 2013
1 independent piece of research undertaken or commission pa
Evaluation report from each programme of work
How we will achieve Outputs Expected Outcome How outcomes will be measured Target
the objective Audience
ENGAGEMENT Consultation The views, experiences, Link outcomes of consultation with Older
WITH OLDER with older and expertise of older older people and older people’s people
PEOPLE people people have influenced our groups to our policy positions
Build our knowledge policy Older
base from our Consultation people’s
ongoing and with older Evidence that our policy is developed organisatio
comprehensive people’s based on the views, experiences, and ns
engagement with organisations expertise of older people.
groups of older Consultation No of contacts with the Older LGBT
people across Wales with older and BME Networks to develop our
in line with our people in expertise in relation to the particular
engagement danger of being experiences and challenges faced by
standards marginalised. some older people.
Develop the Bank of case studies and direct
databank of evidence from older people
our work with
the Advice Line.
BRAND PARTNERS A UK wide The experience expertise Brand
Build and sustain database and evidence from Brand A monthly report produced from the Partners
research links with Partners’ work with older database
Age UK and partners A common people in local communities Age UK
in Wales as a focus recording is captured and recorded as
point for knowledge system evidence for use locally,
transfer on older nationally and UK wide.
people’s issues and Wales
as part of Age
part of our policy
Consult on key
of work, such as
OTHER PARTNERS Public,
& ORGANISATIONS The views and The views, experiences, media and
expertise of and expertise of our politicians
We will develop external partners have influenced
partnerships to build partners and our policy development. Research
and sustain research specialist institutions
links which will organisations. Through partnerships we No of requests to Age Cymru to input
enable us to facilitate have influenced research to research
greater knowledge Utilise priorities and developed our
transfer membership of research capacity
link has been
develop work on
RESEARCH, Number of pieces of Public,
ANALYSIS & research that we are media and
CONSULTATION An annual involved in politicians
Undertake research opinion poll A sound evidence base Number of partnerships
& commission from which our policy is developed
research & A short annual developed. Number of pieces of UK
statistical/economic statistical work we are involved in
Analyse current Analysis report Policy is evidenced from our research
government policy, on the 2nd
local practice and the phase of the
wider external Strategy for
environment. Older People in Establish baselines
Wales. No of consultations responded
No of responses received
Establish appropriate Surveys, No of people attending focus
mechanisms Focus groups groups
including Evidence calls, Survey responses
consultations to Round table Requests for information?
gather and record the events, Increase in the number of
views, experiences, Individual times we consulted or asked to
and expertise of older meetings contribute to development of
people, Peer review. policy, guidance and legislation
from an expert perspective
EVIDENCE FROM Evaluation A robust evidence base and HEALTH & WELLBEING Staff
ORGANISATIONAL Reports statistics on interventions Physical Activity (incl Nordic
LEARNING Analysis and delivery walking/LIFT) Partners
We will evaluate our Health initiatives (incl KWTW)
existing activities and Creativity ( incl Gwanwyn) Service
Programmes to build MHL providers
our evidence base I & A service Funders/
Elder Abuse Commissio
To develop effective accessible high quality services for older people
Outcome: Our services improve the quality of life for older people in communities in Wales.
Information & Advice
Increase of people supported through the I & A service
All fact sheets from Age UK are proofed and where necessary adapted for Wales
4 training sessions delivered pa
1 new resource pa aimed at older people published
Health & Wellbeing
Min of 3 health & well being campaigns pa
Increase in involvement Gwanwyn
Increase in the number of older people involved in physical activities
Increase involvement in MHL from 24 homes to 40
Equalities & Human Rights
Increase the number of training courses offered
Develop at least 1 new flagship service to operate, uk, nationally and locally
How we will achieve Outputs Expected Outcome How outcomes will be Target
the objective measured Audience
Work with Brand Key services Age Cymru is known for its At least 7 Brand Partners Brand Partners
Partners to develop key flagship services committed to delivering flagship
and deliver services services locally.
Service Quality services are delivered
Standards appropriately and Flagship services are delivered
consistently to older people, throughout Wales
wherever they live in Wales.
Through agreed quality
See Brand Partners Objective 5
Provide a high quality Age UK Advice Older people in Wales have Baseline established on the Older People
information and line an accessible high quality number of people contacting the
advice service that information and advice I & A service Carers
operates in Information service
communities across Resources Monthly statistics and analysis Professionals
Wales and is joined
up and integrated Website All fact sheets from Age UK are General Public
throughout the UK proofed and where necessary
Community adapted for Wales
Work with older Resource Older people will 1 new resource pa aimed at Older people
people to increase materials retain/regain control over older people published
understanding & aimed at older their own lives, thus ensuring Policy makers,
awareness of people, and enhancing their No of older people given the Stakeholders,
advocacy and the professionals, continuing competence, opportunity to be supported Commissioners
need for advocacy. carers, policy independence and sense of
makers wellbeing. Monitor delivery to ensure
Develop advocacy significant reach at a community
services nationally Training to level.
and locally. local staff and
Recruit volunteers to
raise awareness and Literature and
deliver training. information for
Provide support to reference
Provide practical Health Better awareness of health How many partnership agencies Older People
services to maximise Initiatives and wellbeing working on campaigns &
healthy life programme initiatives Health
Health How many partners taking our
Support and promote Campaigns health messages to their service Partners
the incl. KWTW, users.
Health, wellbeing, sexual health, Care Homes
fulfilment and falls prevention Volume of use of resources
independence of Hits on Website pages
older people. Ageing Well Numbers of Ageing Well groups,
network Nordic Walking events,
Create local Nos of new LIFT & NW trainers,
opportunities to Gwanwyn Geographical spread of physical
enable people to programme activity services
enjoy life and benefit Take up of Gwanwyn
from new LIFT consultancy
technologies programme Media coverage
Numbers of agencies
Nordic walking approaching us for advice or co-
Evaluation of My Home Life
Digital Pilot homes and levels of
Inclusion examples of good practice
Baseline measures with
My Home Life physical activities
participants and end of
course assessment to
References to use of NW &
LIFT being used as a model
Deliver our work from Equality Greater awareness of Age Evidence of Impact Public / Private
an Equalities and Impact Equality and the impact and Assessments. Sector
Human Rights Assessments prevalence of Age
based perspective Discrimination Numbers of training courses Partners.
and work to combat Deliver training delivered.
age discrimination. courses
Support to partners developed Number of delegates trained.
and others to from Growing
recognise the Older in Feedback.
diversity of the older Wales.
population and to
age-proof their Equality and
service delivery to Human Rights
meet the Network to
requirements of the promote good
Equalities Act. practice.
Identify needs and Services Services developed New services developed Partners
gaps in provision and development innovatively to address gaps More partners providing the new
develop services to group in provision and issues of services
address exclusion sustainability Instances of more efficient
and disadvantage Quality delivery of services
To develop a network of Brand Partners in communities throughout Wales
Outcome: Strong, sustainable local Brand Partners committed to improving the range and standards of local
services provided for older people.
At least 7 Brand Partners signed up to the Wales Brand Partner Agreement
Develop 1 new shared service pa
Increased capacity in each Brand Partner organisation, measured against the development plan, to deliver the WBPA.
How we will achieve Outputs Expected Outcome How outcomes will be measured Target
the objective Audience
Create and develop WBPA Increased capacity in local At least 7 Brand Partners signed up to Brand
Brand Partners in organisations to support the Wales Brand Partner Agreement Partners
communities in Age Cymru older people in their local
Wales Partnership communities Greater capacity measured from
baseline information on financials
Individual Number of older people supported
Support Brand Forums Age Cymru maintains and Evidence from local partners included Brand
Partners to develop understands the day to day in the databank Partners
and build on their Friendship issues affecting older
links with networks of centres people. Increased links with local older
local contacts people’s networks monitored against
Enable older people to be
baseline statistics and the
active within their local
communities and to directly development plan
influence local policy.
Develop services for See Obj 4 Brand Partners improve the Brand Partners provide more services Brand
a local and national Wales Services range and standards of and support monitored against Partners
reach for Older People services provided for older baseline statistics and the
Group people’. development plan
Provide support for Influencing Our collective influence Monitored against baseline statistics Brand
influencing and Group creates positive change in and the development plan Brand Partners
campaigning local communities
Create mechanisms Support National policy is reflected Increase their influence on
for Brand Partners to materials, in local policy and practice. local decision-making bodies
provide strategic on behalf of older people.
input to the Campaign for change for
Advice and stronger communities that
Wales policy, support support and involve older
campaigns and public people
affairs Have increased capacity to
undertake effective local media
Assessment of the level of public
interest and input from older people
and Brand Partners into local and
national campaign activity.
Develop shared Shared Services Efficiencies are gained Brand
services with our Group incl through economies of scale 1 new shared service pa Partners
Brand Partners and reduced duplication
Create and develop Agreements on Age Cymru reaches older Identify gaps Partners
new partnerships to service delivery people in their communities Proposals to fill gaps
ensure geographic throughout Wales All Wales coverage national and local
coverage. in life of plan
Growth and resilience See obj 6 Partners have achieved Resources, outputs and outcomes Brand
for national and local positive and sustainable increased and monitored against Partners
organisations Fundraising growth development plan
To develop a successful social enterprise
1.Older people have access to high quality products and services designed and delivered to meet their needs.
2. The income generated from commercial services, after reinvestment for growth and development of the
enterprise are used to support the aims of the charity and its Brand Partners.
An increase in sales of products
A wider geographical spread of sales in Wales
Increased income from other services
How we will achieve Outputs Expected Outcome How outcomes will be measured Target
the objective Audience
Trading Offer the Age A trading business in An increase in Sales of products Older
UK group range Wales, to provide continuity people
of products and and a first class trading A wider geographical spread of sales
services to older experience for existing in Wales
people in Wales customers.
Income invested in the charity as per
To expand bespoke Enterprise Business Plan.
Face to face services offerings to all
older people in Wales and Income invested in Brand Partners
Telephone develop new services and increases year on year as per
products to meet the needs Enterprise Business Plan.
Website of older people.
Postal To grow unrestricted
income for Age Cymru to
continue to develop its
Retail Retail outlets in Age Cymru develops retail Plan for retail developed by April 2011 General
8 locations in outlets in Wales as public/olde
Wales gateways to our services. r people
plan for retail
Other Services Affinity products Age Cymru maximises Increased income from other services General
Training opportunities for public/olde
development r people
To develop and maintain an efficient and effective infrastructure
Outcome: The infrastructure has helped to create and maintain sustainability and positive growth for Age Cymru
and its Brand Partners.
Monitored performance system which links behaviours to values
Number of innovative developments created from additional cross organisational working
Investors in People Quality Mark
Record of effective governance and management demonstrating that informed decisions are taken formal approval of
plans and budgets including cash forecasts performance against which is monitored regularly including reports on risk
A satisfactory external audit
Increased volume of proactive and reactive media coverage and range of media outlets used
How we will Outputs Expected Outcome How outcomes will be measured Target
achieve the Audience
Develop and A learning and A culture that supports Each member of staff has a personal Staff
implement a development creativity, flexibility and high plan for development. and cross
Personnel Plan to programme to performing staff. organisational activity that adds value
support staff in deliver the plan and leads to innovative development
their work Our values will underpin the
A Personnel Plan organisation’s work. Progress on staff plans is monitored
Develop effective regularly
Communication Values & Changes to organisation
Processes Behaviours practices have developed IIP achieved
and changed people for
Develop improved effectiveness. Managers have received a consistent
behaviours for development programme
staff that reflect
Develop and Office Staff have the necessary Annual Health and safety outcomes Staff
implement a accommodation tools to undertake their report
Central Services Equipment. work effectively and work in Disaster recovery plan by May 2011
Plan to support Health & Safety a healthy and safe
staff in their work Assessment environment
Develop effective Systems for We will be outcome Monitoring and evaluation is built into Staff
monitoring and monitoring and focussed and will build our our planning
evaluation evaluation expertise and evidence Regular reporting on outcomes
base from organisational
Invest in an ICT Tools with which to Staff have the necessary Monitored through staff plans Staff
infrastructure to communicate with skills and resources for
support our our wide range of effective information
communications stakeholders incl. management &
and to collect Computers communication
Maintain effective Finance Plan The Finance facility adds Regular financial reports monitored Staff
Finance systems Management value to the organisation’s against agreed budgets Managers
Accounts management Financial timetable produced and
Financial Accounts progress monitored
Budgets Satisfactory external audit
Maintain and BoT A structure of effective 5 meetings of the Board of Trustees Trustees
develop effective AR&PC governance to lead the (BoT) pa
governance Governing charity to achieve its aims. 4 meetings of the Audit, Risk &
systems documents Performance Committee (AR&PC) pa
Consultative Forum representation
The Charity’s AR & PC A robust risk management Regular updates of risk register to Managers
risks are BoT system BoT and AR & PC Trustees
assessed Risk Policy All plans are risk assessed
regularly and Risk Analysis
actions taken to
Raise the profile Events The profile of Age Cymru is Increased volume of proactive and General
of Age Cymru to Newsletters raised enabling the reactive media coverage public
identified target Website organisation to maintain its
audiences and, Media position as the leading Increase in website hits
with our partners, Public Relations charity in Wales on age and
deliver ageing Increased range of media outlets
and easy to Events monitored for consistency in
understand branding and delivery
Publications monitored for
consistency in branding and style
Maximise and Volunteering policy A range of volunteering Increase in volunteer opportunities General
develop Volunteering Plan opportunities so that Age Increase in number of volunteers public
volunteering Cymru becomes the
opportunities organisation of choice for
Develop a plan Fundraising A growth in charitable Budgeted income levels from Age UK
for growth agreement with Age income for Age Cymru and fundraising Brand
through a range UK Brand Partners Partners
of income Income Generation General
generating group Publi
activities Income generation Corporate