SSAFA’s Culture review aims to:

• Assess the current cultural environment within SSAFA

• Evaluate alignment with SSAFA’s mission, vision, values, and BRAVE standards—including how well these are understood, implemented, and upheld.

• Identify what’s working well and where we can improve.

• Our ultimate goal is to foster a strong, unified culture that promotes collaboration and connection across all stakeholders—employees, volunteers, and partners—as One SSAFA.

In recent years, SSAFA has seen significant change. Continuous improvement is essential, and this review will help ensure our evolving culture supports an inclusive, respectful, and mission-driven environment.

We partnered with Kin&Co, specialists in helping mission-driven organisations thrive, they carried out the review, or otherwise known as research or listening phase using the following methods:

• A review of existing organisational documentation.
• One-to-one interviews with the Executive team and Trustees during September 2025.
• 6 Listening sessions (focus groups) with Volunteers and Employee groups during September 2025.
• An organisation wide anonymous survey launched in the week commencing 25th August, for 4 weeks.
• During September 2025, colleagues could apply to become Culture Ambassadors, these roles will take an active role in collaborative initiatives and co-creating improvements. They also joined a listening session during September. 

All individual feedback was treated with the utmost confidentiality and anonymity. During the one-to-one interviews and listening sessions, Kin&Co collected feedback anonymously; no personally identifiable information was recorded. The link to the survey was hosted by by Kin&Co. The responses are completely confidential and no personal information tracked.