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We will inspire support

We will inspire the support and income we need to fund more groundbreaking research that helps to save and improve lives.

What we will do

The scientific breakthroughs that have saved and improved countless lives over the last 60 years have been powered by the generosity of our incredible supporters, partners, volunteers and customers.

From taking on marathons in memory of a loved one, to donating their unwanted sofas, these remarkable acts of kindness fuel lifesaving progress. But the world is rapidly changing. And we need to evolve with it to raise the funds necessary to fuel our ambitions.

In our strategy, we commit to growing our fundraising income by building lifelong relationships with our supporters and building partnerships with high-value philanthropic donors and corporate organisations who share our passion for supporting lifesaving discoveries.

Furthermore, we will strengthen our position as the UK’s leading charity retailer, both online and in people’s communities.

Sisters Michelle and Breege standing under a heart

Sisters Michelle Smith and Breege Cassidy took on the 2025 Belfast Marathon in memory of their father, who tragically died of a cardiac arrest.

Our objectives

To achieve our strategy, we will:

  1. Raise the profile of cardiovascular disease as the world’s biggest killer.
  2. Grow our fundraising income by significantly growing our supporter base and the value of their support.
  3. Strengthen our position as the UK’s leading charity retailer by evolving our offer in response to changing market conditions and customer demands.
  4. Transform our organisation to be truly customer-centric in everything we do.

The breakthroughs that have saved lives have been powered by our incredible supporters, partners, volunteers and customers. But now we need their support more than ever.

Dr Charmaine Griffiths, Chief Executive
Download our strategy