Understanding Tenant Needs

Communications and Policy Campaigns & Public Affairs How we operate Shelter Scotland is Scotland’s national housing and homelessness charity, founded in 1968 Services Communications and Policy Training Marketing Media Digital Policy & Research Campaigns & Public Affairs Projects

How we campaign Policy led and data driven – evidenced policy and robust data will drive and inform all our campaign work Outcome focused – all of our campaigns will have clear outcomes or goals Consistent messaging – we will reinforce and re-imagine our core messaging, rather than reinvent. Our core purpose remains the same Shareable content – visual, shareable and mobile friendly content will be at the heart of all our campaigns to ensure people hear our messages Conversation and collaboration – we will continually and meaningfully engage with our community of service users, supporters and stakeholders to develop opportunities for as wide a range of people as possible to become champions/advocates for our campaigns Integration – we always work better together and we will support all our work with detailed plans and implementation models

Our services impact Last year over 17,000 cases were opened by our advisors across Scotland Of which, over 12,000 came from our Free National Helpline 46% of helpline calls were from people in the private rented sector The main problems dealt with in our non-helpline cases are eviction and possession action, homelessness, debt and struggling with housing costs 834,000 unique visits to Get Advice content last year   ​ around 75,000 per month  4,000 Live chat sessions by volunteer advisors

Our campaigning impact Over 10,000 registered supporters in Scotland 41 policy documents researched and uploaded to our Policy Library in 2015/16 Directly influenced major pieces of Holyrood legislation: PRS Tenancy Bill, Land Reform Bill, Lobbying Bill, Community Justice Bill 3 major annual Policy Conferences (Homelessness, PRS, Empty Homes) Street campaign days across the country, year round

Types of data and insight we use Insight from our services – 17,000 cases last year, analysis of presenting problems, outcomes secured, tenancy type, geography and gender etc Analysis of national statistics – Homelessness statistics, housing conditions, tenure type, poverty statistics, fuel poverty stats, social security data Commissioned and desk based research – Commission on Housing & Wellbeing, Affordable Housing Need in Scotland, analysis of temporary accommodation data, local homelessness analysis Sector networking – JHPDG, HPSG, Health and Homelessness Group, CPG on Housing, sector committees & roundtables etc Public polling – on general trends or specific issues. Ensuring legitimate sample size across tenure is vital to both integrity of our brand and insight

Example 1 Manifesto for Homes

National data

Public polling data

"There is a growing gulf between the housing haves and have-nots." How do you make people care? Year Annualised median income (bus driver) Average House Price (Scotland) Income to House Price Ratio 1968 £1,253 £4,391 3.5 2015 £23,603 £200,597 8.5 "There is a growing gulf between the housing haves and have-nots."

Example 2 Make Renting Right

Public polling data

PRS always comes out worse

Over represented in Homelessness statistics PRS accounts for just 14% of households in Scotland (at time of campaign) yet accounts for 18% of all homelessness applications Changing demographics PRS sector has tripled in size since 1999, doubled in the last ten years, and is now home to 91,000 families with children – it is no longer just students and transient workers.

Homelessness: Far From Fixed Example 3 Homelessness: Far From Fixed

National data analysis

Insight from our services

Public polling data YouGov polled 1,020 adults in Scotland across tenure type between 18th – 23rd August 2016: 75% of people in Scotland think that homelessness is still a problem today 54% say that the Scottish Government could do more to tackle homelessness 27% of 18-24 year olds disagree with the statement that homelessness can happen to anyone.

Listen to people with lived experience

One last thing...

Correlation is not causation

Thank you Please support Shelter Scotland by signing up to our Homelessness campaign at: www.shelterscotland.org/farfromfixed