This winter, our Winter Warmth Network focused on ensuring financial support reached those who needed it most. During our latest members session, we gathered insights from frontline organisations to identify key barriers preventing individuals from accessing the help they are entitled to.
Through group discussions, we explored challenges faced by various underserved groups and brainstormed actionable solutions. Below are the key takeaways.
People with disabilities
Many people with disabilities still miss out on financial support due to accessibility barriers. To bridge this gap, attendees suggested:
Partnering with screen reader providers to enhance independent navigation for visually impaired users.
Introducing a real-time chat function for immediate technical support and assistance with applications.
Expanding outreach efforts to libraries and community centres, providing in-person assistance, technology access, and training workshops.
Implementing additional measures such as online training, a dedicated support phone line, and collaborations with organisations like Citizens Advice Extra to further assist users.
Employed individuals not receiving benefits
Many low-income workers wrongly assume they are ineligible for financial support because they do not receive benefits. To raise awareness and encourage applications, our members recommended:
Targeting specific groups, such as single parents and those in high-rent areas, using Housing Associations to identify individuals not claiming benefits.
Implementing immediate actions like social media campaigns, links in email signatures, and partnerships with employers, unions, and community organisations.
Developing longer-term strategies such as improved eligibility screening with a simple initial questionnaire, stigma reduction efforts, and ‘out of hours’ support.
Using a mix of communication channels, including social media, email, workplace initiatives, and financial advice platforms, to engage the target audience effectively.
Private renters
While social renters have been well supported, private renters - who often face high housing costs and instability - are not accessing help at the same rate. To improve outreach to this group, participants proposed:
Leveraging partnerships with letting agents, schools, GPs, supermarkets, and food banks to spread awareness about available support.
Using digital and low-cost initiatives like social media campaigns, QR codes on receipts, and email outreach, particularly targeting those already receiving Council Tax Support.
Clearly communicating eligibility to dispel misconceptions about who can apply and reduce stigma around seeking financial aid.
Showcasing success stories to build trust and encourage more private renters to seek assistance.
Households not on prepayment meters
Many households without prepayment meters are unable to access certain types of support, such as fuel vouchers. To ensure they receive help in a way that works for them, members suggested:
Providing alternative financial support, including grocery vouchers, direct payments to energy providers, and access to debt advice.
Strengthening partnerships with organisations like Citizens Advice and National Energy Action to offer tailored guidance.
Collaborating with energy providers to explore innovative solutions, such as one-time codes or PayLink, to distribute support more flexibly.
Raising awareness about the realities of different energy payment methods, helping individuals understand their options and manage their costs effectively.
Taking a holistic approach by addressing energy costs alongside other financial pressures, such as rent and unsecured debt.
Looking ahead
The insights gathered during our WWN Members Session reinforce the importance of tailoring support to meet the diverse needs of different groups. As we move forward, Lightning Reach will continue working with partners to implement these recommendations, expand outreach, and refine our platform to make financial support more accessible for all.
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