Aberdeen Cyrenians receive over £100k from Aspect partnership

Aspect, a strategic communication expert, has successfully surpassed its £100,000 target of support for Aberdeen Cyrenians, the charity it partnered with in June 2023. Since its inception as a soup kitchen by Aberdeen University students in 1968, Aberdeen Cyrenians has been providing essential assistance to vulnerable individuals facing social exclusion, crises, trauma, poverty, and isolation in north-east Scotland.

Utilizing their expertise, creativity, and insights, the Aspect team, based in Aberdeen and Edinburgh, delivered integrated communication support to Aberdeen Cyrenians. This support led to new media opportunities, political connections, and a stronger digital presence for the charity.

Throughout the partnership, Aspect’s staff volunteered for over 50 hours at Aberdeen Cyrenians’ city centre base and raised close to £3,000 through various fundraising activities. One notable initiative involved collectively walking 126 miles on behalf of the charity during the Kiltwalk Aberdeen event. Additionally, Aspect provided a safe office space for Aberdeen Cyrenians’ Ending Violence and Abuse Aberdeen (EVAA) and Strength for Tomorrow services, which assist individuals affected by gender-based violence and childhood abuse.

Donna Hutchison, CEO of Aberdeen Cyrenians, expressed gratitude for the partnership, stating, “Corporate partnerships, like the one we had with Aspect, are crucial for delivering our critical services and achieving lasting change for vulnerable people in our city. Through this collaboration, we were able to address digital exclusion and raise awareness about the support we provide to local communities in the north-east.”

Leona Minellas, communication director at Aspect, highlighted the unique approach taken during the partnership, which combined volunteering, fundraising, and strategic communication to elevate Aberdeen Cyrenians’ profile and impact. Despite the official conclusion of the partnership, Minellas affirmed their ongoing support for Aberdeen Cyrenians and their commitment to advocating for the critical work undertaken by Donna and her team.

As organisations adapt to challenging economic environments, the demand for services provided by charities like Aberdeen Cyrenians continues to grow. The legacy of this partnership will endure as Aberdeen Cyrenians strives to improve lives and create more opportunities within the community.