Fulham Reach Boat Club · Sport & community
A charity with a programme that worked but a story that didn’t
Fulham Reach Boat Club uses rowing to change lives across London: state school students, young people in prison, disabled athletes. From the outside, it looked like a rowing club.
The problem
A charity using rowing to change young people’s lives had a programme that worked, but no clear way to explain what it did or how to fund it at scale.
See
The barrier was narrative clarity, not funding appetite. The organisation was doing something genuinely distinctive, but its story was fragmented across young people, parents, schools, donors and corporate partners.
- Evidence gathering
- Programme review
- Stakeholder conversations
Shift
Programmes and statistics had always been presented separately, so neither landed. We reframed it as one continuous argument: a person, what changed for them, and the evidence that it happens at scale. The rowing becomes the method rather than the headline.
- Impact framework
- Narrative strategy
- Proposition
Build
A single, flexible proposition and identity system that could speak to each audience without losing the core idea: sport as a route to belonging, discipline and opportunity.
- Editorial & content
- Data visualisation
- Digital impact report
Move
A coherent story the team could use themselves. Stronger partnerships, clearer fundraising conversations, and a foundation for growth.
- Funder & partner rollout
- Team handover
What’s the thing you’re trying to change at the moment that you’re finding hardest to make happen?
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