This Trustees’ Week we’re reflecting on the many ways trustees help steer LHCRT through good governance.
One area people don’t often associate with governance is marketing and communications — but here’s our Marketing and Communications Trustee to explain why it absolutely matters.
From Facebook photos to TikToks, we love sharing what we do — but storytelling is about more than social media. It’s how we show we’re taking care of things, keeping people informed, and building trust. Our communications strategy lays out the full picture, but here’s how it comes to life day to day.
Member engagement
Our members are a vital part of our support network — and many live far beyond Lichfield. We owe it to them to feel informed, involved, and appreciated.
Our members’ magazines and e-newsletters offer a window into the heart of our work, featuring restoration and funding updates, volunteer stories and behind-the-scenes insights, upcoming events and opportunities to get involved.
For two-way conversation, our members-only Facebook group is where the dialogue flows. It’s a space for exclusive previews, member-shared content, direct chats with volunteers, and answers to all those burning questions.
By keeping members informed, we ensure they can see exactly where their support goes and how it makes a difference. They’re not just a way to keep people in the loop — they’re a meaningful thank-you for the support that keeps us going.
Website transparency
Our website is more than an online brochure — it’s a living hub of updates. We share clear, accessible content so anyone can understand what we’re doing, why it matters, and how we’re spending funds responsibly. Whether you’re a long-time supporter or a curious first-time visitor, it’s all there: the progress, the priorities, and the care behind every decision.
Social media
Platforms like Facebook, X, Bluesky, TikTok, and YouTube help us connect with a wider audience in real time. Through photos, videos, and live event updates, followers get an honest look at the work happening on the ground — from muddy boots to milestone moments.
Social media also creates an instant feedback loop. People ask questions and celebrate successes with us. And that wider audience? They often become volunteers, donors, or members — turning curiosity into community.
Events: seeing governance in action
Events are more than fundraising opportunities. They’re moments where transparency comes alive. Visitors can see projects firsthand, meet volunteers, and understand the planning and care behind every channel, lock, bridge, and towpath we restore.
Online fundraising with clarity
When we ask supporters to donate online, clarity is everything. We provide context for each appeal — from our Big Give appeal to day-to-day donations — so donors know exactly what their contributions will achieve. This transparency reinforces trust, a cornerstone of good governance.
At LHCRT, marketing isn’t just about promotion. It’s about showing how we operate responsibly, how we prioritise our projects, and how every volunteer hour, pound donated, and story shared contributes to restoring our waterways. Good governance means not just doing the right things — but making sure people can see and understand that the right things are being done.
Christine Howles
Communications and Marketing Trustee
Useful Links
Communications and Marketing Strategy
Cut Both Ways
Events
