At our recent Winter Warmth Network (WWN) members session, we came together to explore the pressing challenges and opportunities our organisations face as we gear up for winter. With rising costs, record demand for support, and increasingly complex needs, resources across the sector are stretched thin. Below, we’ve captured the key insights and strategies shared in the session, highlighting innovative ways we’re collectively working to support our communities this winter.
1. Responding to record demand for winter support
With colder months approaching, organisations are anticipating high demand for support - particularly for heating, winter fuel payments, and essentials. Yet this year, requests have surged even earlier, leaving resources thinly spread.
Rising demand and limited resources
Winter communications to service users have prompted an early wave of support requests, and while it’s encouraging to see more people reaching out, the number of applications is already proving a challenge. The rising cost of living adds pressure, and recent changes to fuel payment policies heighten urgency for families needing immediate help. Some programmes are now allowing for self-referrals to streamline access, but increased case complexity and administrative delays mean that clients still face long waits for crucial support.
Navigating complex application processes
Our members highlighted that high demand is compounded by difficult applications, particularly for Pension Credit. With Pension Credit applications taking a long time to complete and be processed, some clients won’t receive their Winter Fuel Payments until spring, which poses a serious issue during winter. Backlogs, especially where additional documentation is required, mean vulnerable clients may wait longer than they can afford. Simplifying these processes by supporting clients through complex applications will be essential to reduce further delay to assistance this season.
2. Supporting mental health amid financial strain
All organisations agreed that winter’s challenges go beyond financial strain; they’re often accompanied by a mental health impact that makes accessing support even harder. Mental health and wellbeing are deeply interwoven with financial security, and several members shared how they’re working to address this emerging priority.
Mental health support as a key priority
Many vulnerable people are under intense pressure, with stress levels at an all-time high. Mental health challenges create cycles where financial and emotional issues compound each other. Members discussed how other support was needed as a gateway to provide mental health support, and the challenge in solving mental health difficulties whilst people don't have a safe and comfortable home. Clients often struggle to navigate support options when facing emotional strain, so some organisations have formed specialised teams, introduced tailored policies, and taken a compassionate, support-first approach to crisis care.
Bridging financial and mental health support
Organisations are seeing the close relationship between financial hardship and mental health issues, with policies like the two-child benefit cap adding strain to already stretched families. To lessen this impact, many members are offering additional referrals to critical resources like food banks, creating a stabilising foundation for clients’ wellbeing.
3. Improving client engagement and breaking down stigma
Connecting people to support remains a challenge, with some clients feeling reluctant to ask for help or exhausted from repeated referrals. Members discussed how they’re breaking down these barriers to reach clients more effectively.
Overcoming the stigma of seeking help
Stigma around financial assistance remains a significant barrier. Many are reluctant to reach out, and thoughtful outreach strategies are essential. Through audience segmentation and tailored messaging, some members are finding success in raising awareness while respecting clients’ concerns.
Addressing referral fatigue
Referral fatigue - when clients feel frustrated by being passed between services - was a recurring theme. Vulnerable clients, especially single parents, often find it exhausting to be redirected without finding immediate support. To counter this, some organisations focus on internal knowledge sharing and streamline their referral processes to reduce unnecessary redirection. By equipping frontline staff with a broader understanding of all available resources, they hope to provide smoother, more direct support for clients.
4. Collaboration and partnerships
With this year’s heightened needs, collaboration among organisations has become vital to widening impact and filling support gaps.
Pooling resources for greater reach
Several members highlighted the benefits of pooling resources with partner organisations. Partnerships with food banks, for instance, allow entry points for other types of support, such as home energy vouchers, delivering a more holistic approach to client needs. By working with other support groups, organisations can offer immediate relief while connecting clients to more stable, ongoing resources.
Coordinated training and knowledge sharing
Collaboration has also proved effective for organisations and forms one of the main outcomes of the Winter Warmth Network. Sharing training and knowledge about support options across teams ensures frontline staff can connect clients to relevant resources, reducing the risk of being repeatedly redirected.
Facing winter's challenges together
Rising demand, complex needs, and mental health concerns highlight the need for a compassionate, collaborative approach this winter. Our session demonstrated that organisations are innovating in meaningful ways - from refining outreach strategies to prioritising mental health and building strong partnerships.
Join the conversation
Over the coming months, we will continue to provide opportunities to collaborate and work together to share learnings and maximise the support we can provide to vulnerable communities this winter.
Find out more about the network here: https://www.lightningreach.org/winter
Check out our latest events here: https://www.lightningreach.org/updates
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