To John Holmstrom and Turning Tides / WCHP, this is what a real CEO who cares about the homeless has to say.  I hope you are suitably ashamed.


Thanks to Ronnie for the original post

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Worthing Churches Homeless Projects rebrands as Turning Tides

Anyone who has ever been involved in a re-branding exercise will know that it is time-consuming and expensive.

At a time when housing funding cuts are threatened throughout West Sussex I would think that potentially effected organisations would be thinking twice about any unnecessary expenditure.

As we can see from WCHP’s (sorry, Turning Tides) twitter post their services could be threatened by these cuts.

What better time to re-brand?  Personally I would consider it to an inappropriate use of funding at any time, unless secured expressly for this purpose.  However, in the current financial climate I suggest that this is a gross misuse of funding that could have been used to actually help homeless people.

I would prefer it if WSCC gave my taxes to organisation who prioritise supporting those in need, rather than some new logo’s and stationary.

I have had no response from WCHP / Turning Tides with requests as to how much they spent on the re-branding, which leads me to assume that it’s something they feel they can’t justify?  Or even a comment on how they could justify any expenditure that may impact homelessness provision at this time.

I do note that Sue Stevens “PR and fundraising manager, has been with the charity for more than 12 years.” hopes that is will “encourage potential clients to approach us” (Argus ).  I would suggest that being homeless should be encouragement enough.   However, I’m sure having a new logo will help.

I also feel that this is yet more justification to allow the public to make FOI (Freedom of Information) requests to Charities.

At the bottom of this post you’ll find a generic list of things that need to be considered when re-branding.  And as WCHP are unwilling to disclose you can decide your own estimate.

Read about the re-branding here: WCHP re-brand (The Argus)


Read about proposed funding cuts: here here and here and dozens more if you google “WSCC funding cuts”

Re-branding Checklist

Social Media

Accounts (Twitter, Facebook, Linkedin, YouTube)
New graphics
Notify all your friends and followers


New email addresses
New email signatures
Email template
Launch email notifying customers

Marketing Materials

PowerPoint templates and presentations that are still in use
Word templates Brochures, flyers, education materials, other print
Trade show booth
Poster presentations
Case studies, white papers, customer testimonials, etc.
TV and radio spots if applicable
Digital banner ads if applicable
Newsletter/e-newsletter templates
Videos and product demos
Customer-facing training materials
Promotional items (pens, notepads, etc.)
Print and Collateral
Business cards, email signatures, and addresses
Info sheets
Letterhead, envelopes, labels, folders, coversheets
Telephone greetings and messages

Human Resources

Employee handbook
Job descriptions
Training materials
Employee agreements

Legal / Finance

Tax documents
Accounting software


On-page search engine optimization (SEO): Titles, Keywords, Meta Descriptions
Cross browser checks
Web feed (RSS) links
Business directories
Web directories
Partner listings
Update your listings in applicable online directories.
Send updated logo and name/descriptions to any partners, networks

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WCHP Takes Credit for Increase in Rough Sleepers

Only John Holmstrom of WCHP could have the front to imply that an increase in rough sleeping is an indicator that the charity is succeeding.  Rough sleeping is not like Domestic Violence, where an increase in reports does not necessarily indicate an increase in frequency.  Rough sleepers are quite literally out in the open.

The quotes below are taken from comments made to the Worthing Herald (Worthing Herald Article).

wchp jh

I guess it’s no different to many of Mr Holmstrom’s assertions in the past, twisted to fit his purpose.  So is the message “Give us more funding, and we can create more homeless!”


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WCHP – Zero Hour Contracts

Many thanks to Ronnie for pointing out that Worthing Churches Homeless Projects (WCHP) are employing staff on Zero Hour Contracts


Full document here: WCHP Job Details (until they remove it)

Here is what Centrepoint a leading Homeless Charity has to say about Zero Hour Contracts and their link to homelessness.

Zero-hours contracts are trapping young people in homelessness, a leading charity has warned.

Centrepoint has told The Independent that the controversial but increasingly common contracts are making it harder for 16 to 25-year-olds to escape homelessness and more likely for them to be saddled with rent arrears leading them being evicted.

Full article: Zero-hours contracts ‘trapping young people in homelessness’, charity warns


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WCHP – Where is the Money Going?

Many people will be aware of ReRide, a project that not only generated income, but helped recycle unwanted bicycles, provided affordable bikes to the community, and more importantly help with client rehabilitation.

‘ReRide is just the sort of project that Worthing Community Chest is looking to support’ Worthing Community Chest Trustee, Fred Weller commented ‘By providing re-skilling across the age and social spectrum it adds so much to the self confidence and personal worth of those who take part. In doing so it cannot help but contribute to the wellbeing of the wider community in Worthing. And the end products, the bikes that are re-constructed and put up for sale are brilliant! A tremendous reflection on the work and commitment of everyone involved.

Quote from Worthing Community Chest

Not only does the project give WCHP clients a sense of worth and the opportunity to give something back it provides training, qualification and a stepping stone back to the full working environment as well as a lot of fun. The quality restored bikes themselves play their part as most are sold to people on lower incomes to enable them to get to and from work or to improve their general health and wellbeing.

Quote from LinkIn Paul Maxted (Former Retail Manager)

From my Previous Blog Post you will see my disappointment at the closure of ReRide, which I believe significantly contributed to the death of a WCHP client.

As you can see from the quote below from WCHP’s own end of year statement the project was not considered financially viable.  I know this to be untrue, however I am unable to publish the evidence, so you can believe me or not.  Also see the comments from Beth Dismore in the link above, again one individual has questioned the accuracy of Beth Dismore’s statement, so you will have to decide for yourselves.

Retail 1

What I can tell you is that the opening line of the financial statement in the same document states:

Retail 2

So I’m not sure how much money would have been required to keep this “absolutely fantastic project” going?

What value do you put on transforming the lives of clients, rather than placing them in a hostel and raking in the benefits?

WCHP End of Year Accounts

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Deputy Manager- New Homelessness Accommodation Service – WCHP

Nice to see that WCHP have been given a 37 bed house in Worthing to “help” more people.

Please read the blog before you’re tempted to apply for the role of “Deputy Manager- New Homelessness Accommodation Service”

Advert here:

As always, notice that the advert concentrates on how much money the “charity” now makes, rather then how many clients are helped.

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WCHP Priority is Money and Property

In the days before John Holmstrom WCHP had a different direction.  Their focus was on helping the homeless of Worthing. This included working with the clients to help them reintegrate into society.  Rehabilitation was a major purpose of the charity.

Since Mr Holmstrom’s arrival, things have been very different.  He is focused on building an empire for his own gratification.  I wish his former employers would come forward and be honest about why he no longer works there.  I know from senior members of Brighton Housing Trust that he “jumped before he was pushed”.  Although these people, who also claim to be “working in the best interests of the clients” would rather keep quiet and not rock the boat.

My concern has been on the impact on the homeless community of Worthing, as should be Mr Holmstrom’s.  However, to him they are a commodity.

I heard an update recently on a WCHP client that I knew very well.

This client had a history of alcohol misuse that had seriously affected his life. When WCHP started the bike project at their Durrington shop he was heavily involved.  He worked at least 5 days a week, for no money, servicing and repairing bikes for WCHP.  He was given the responsibility for ordering bike parts and managing the servicing, this had a massive impact on his life.  He had a real sense of purpose, he felt that he could hold his head up, give something back, and deserve some respect.  He was planning long term to start his own bicycle repair business.

For some reason, it was decided by the senior management team that this was no longer appropriate.  This client was told that WCHP would stop servicing bikes and that he could only work one day a week.  This had a devastating impact on him.  Not only had his daily purpose been removed, but he felt that all the work he had put in was being discarded, and again enforcing his lack of worth.  I remember him saying that he didn’t know how he would cope with this removed from him.

Shortly after Mr Holmstrom chose to close the bike project, as it didn’t fit into his housing empire, and ultimately the Durrington shop.

The news I received regarding this client is that he is now deceased.  He deteriorated, and went back to his previous behaviours.  Personally, I put this entirely at the feet of Mr Holmstrom.  WCHP supported, helped, and gave this client a reason to live, a hope for the future.  Then they stole it away, effectively destroying his life.

I can’t name him, but I feel physically sick that an organisation that pretends to help people can abandon people to their death

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