What we did

We started by undertaking analysis of the visions, missions and messages of other charities and companies, plus the perceptions and needs of The Mulberry Centre’s users, staff, volunteers and funders.

Drawing on this research, TK Associates’ Director, Tariq Khwaja, then facilitated workshop sessions with the charity’s 13 trustees (pictured above) and its staff.

These sessions focused on:

  • identifying the charity’s core values
  • defining a clear mission, and
  • developing an inspiring 20-year vision

We developed marketing messages based around the new vision. And we analysed the key search phrases for which The Mulberry Centre’s website should be optimised to attract more people looking for support.


Together, we made great progress in a short space of time.

We defined the organisation’s core values, mission, 20-year vision and marketing messages (summarised below) – all of which the Board has formally adopted. The trustees said they felt we’d achieved more in a few days than they had in the whole year before.

The board has since followed this project by working on a long-term strategy to reach its new 20-year vision.

The client’s view

“The Mulberry Centre is a small charity which has a big, positive impact. We engaged TK Associates because we wanted to support more people and make sure our messages clarify what we offer.

From an introductory meeting with Tariq, it was clear TK Associates met our needs. We felt understood and in the hands of an expert. TK Associates have since helped us define our vision, mission and messages through sessions for our trustees and staff. Typical comments were that people felt heard and the sessions really drew out ideas and discussion from all involved.

As a charity, we’re cautious about the investments we make, but we feel we’re gaining real value for money. A great exercise that has led to real results.”

Judith Stewart, Chair of Trustees, The Mulberry Centre



Mulberry Centre values: Excellence, integrity & compassion

Mission: To offer information, complementary therapies and emotional support to anyone affected by cancer.

20-year vision: To be known & respected by everyone affected by cancer living or working within reach of our services.

Marketing messages:

Who we are: The Mulberry Centre is a warm, welcoming place which helps to ease the impact of cancer.

What we do: We offer information, therapies and emotional support for anyone affected by cancer.

We deliver a range of services – complementary to medical treatment – for people who’ve had a cancer diagnosis, their families, carers and friends as well as the bereaved.

We raise awareness of cancer and provide a caring place to talk in confidence, relax, access information and get support from others.

Our strengths:

  • We care about you and your experience at every stage
  • We deliver free, high-quality support to suit your needs
  • We have an excellent staff and volunteers who are passionate about what they do
  • We offer a supportive environment where you can be yourself, no matter how you feel

Tone:  Friendly, supportive, caring