Our Strategy
Our goal is to drive transformational growth for Amref UK between 2024 and 2030, to support Amref’s work towards Africa’s health transformation. Here’s how we’ll do it.
Our Goal
Amref Health Africa UK’s primary purpose is to raise funds from UK partners and supporters for Amref’s community-led health programmes.
Our strategy 2024-2030 aligns with the priorities identified by our colleagues in Africa, as detailed in our Amref Global Strategy, but is tailored to the UK context.
We are aiming for transformational growth in the UK to support the Amref work being done to achieve Africa’s health transformation.
We know that building transformational growth requires solid foundations and ambitious vision. To achieve this, we will focus on two clear strategic aims.
Drive bold but balanced growth in unrestricted funding
We are aiming to rapidly grow Individual Giving to raise £20m in unrestricted income between 2024 and 2030. A balanced approach will allow us to scale without being overly reliant on one audience or channel. We will initially focus on Regular Giving acquisition on digital and Direct Response TV, while continuing to grow the funds we receive through Philanthropy.
Focus on value over volume to sustainably grow restricted funding
We are aiming to secure strategic partnerships that deliver £30m in restricted funding between 2024 and 2030. We will focus on driving multi-year investments from three sources: corporates, trusts and foundations, and institutional donors. As we grow existing and create new relationships, we are adopting a phased approach to facilitating direct funds to Africa and transferring relationship management of key partners to Amref HQ and country offices.
Keep reading
You can download a two-page summary of the Strategy here.
The progress we're making
Read Amref Health Africa UK's 2023 Impact Report to see how we're doing against our goals.