McCracken Consultancy
Strategic Consultancy for charities and third sector organisations


I deliver solutions in key strategy strands.

Financial Strength

I can develop a funding strategy that pulls together all potential sources of funding thinking through the options that fit your organisation's strengths and strategic direction.

This plan will be fully integrated with an organisational development plan and your marketing strategy. We will consider unrestricted funding requirements, tender and grant opportunities, and new funding streams such as the development of paid-for services. We can develop or enrich your fundraising plans bringing new ideas and structure to the table, or I can be your sounding-board for a fund-raising team in place. I also offer bid-writing services, provide training in bid-writing, or can check and enhance your own drafts giving you extra certainty and opportunities for skills development.

Branding & Strategic Marketing

When did you last review whether you communicate clearly ‘what you do and why it matters’ in a strong ‘Brand Message’?

When did you last take an objective look at whether your organisation’s work is emotionally compelling, or even adds significant recognised value, in the eyes of your clients, all those you collaborate with, your donors, your wider audience (including potential donors), even your staff?

When did you last take an honest look at whether the organisation is likely to have prospered or withered in ten years’ time and ask ‘why’, rather than live from what feels like one financial crisis to another? The clarity of “why you are here”, your strategic direction and resulting brand message is fundamental to your success. This clarity of vision will guide more coherent and effective decision-making, better marketing, PR, fund-raising activities and donor recruitment, bid-writing, development and sales of paid-for services, and staff morale.

A branding project entails a consideration of your current services, your strengths, future client needs, and gaps in provision you are best placed and want to fill. It is surprising how many clients realise quickly this is actually the starting point of what needs ‘fixing’. With a defined brand message, I then work with my talented collaborators to turn your clearer vision into powerful words and pictures, and embed them into cutting-edge social media strategies and planning.  

I am experienced and highly successful in media management of TV, radio, and press. Guidance, training and services are offered in all aspects of public relations and social media.

Future Proofing

Very often people come to me seeking help with funding, and then quite swiftly realise that to make their organisation fit to face the future with certainty they need to look at how they operate.

My role is then to identify barriers to success, find new solutions and eliminate those barriers. I am an objective eye, an ideas generator, an experienced technician and facilitator of transformation. You are experts in the daily realities of your organisation and I will work collaboratively helping you make improvements that are relevant, lasting and effective.

I understand that resources are limited and I can offer services that are realistic for your organisation and your budget. My mission is to enable you to be as effective in your work as possible, but I respect you must keep the elements of your organisation’s culture that are valuable and true to you, and I spend time building my understanding of your people and culture, working within your environment to achieve this.

Collaborative working, training, and understanding will help you make the right changes for you.

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Services for Schools

As both an ex-teacher working at the ‘coal-face’, and somebody involved in governance and strategy, I will work realistically with you.

I will work with you and in collaboration with my specialist colleagues to tailor my service to your needs and complement your activities. I am looking for schools who are open to being innovative in their thinking, want to look at things from a different angle and do something different.

Many challenges come from systemic issues that appear beyond the control of the school or multi-academy trust, however I
believe passionately we can make a difference from the inside out.   My areas of specialism in relation to services for schools are teacher retention, recruitment, school identity, parental engagement and relationship building, pupil engagement, community reputation building, and communication with pupils & families new to the country.