Our strategy and annual reports

“As we are about to begin year three of our 2020-2025 strategy, I am able to look back at what we have achieved in the past few years, as well as look ahead to our future plans.

Despite the huge implications of Covid-19 on the charity at the start of our strategy, we quickly adapted our ways of working, and as a result, have gone from strength to strength.

Community and events fundraising had to stop abruptly and move to a virtual environment, but I am pleased to say that the new initiatives we tried proved extremely successful. Our ‘March Dog-Walking Challenge’, for example, raised £2.1 million – the most ever raised by a single event.

Hilda Hayo, Dementia UK's CEO and Head Admiral Nurse

Every pound raised helps us support and develop our dementia specialist Admiral Nurses so they can provide a lifeline to families when they need it most. This year, we were able to increase the number of Admiral Nurses working on our Helpline and extend its opening hours, supporting over 29,000 callers throughout the year. We also opened 20 new Admiral Nurse services in eight new areas.

We appointed our first Admiral Nurse specialising in learning disabilities, and merged with YoungDementia UK to form a single, more influential organisation supporting people with dementia aged 65 and under, and their families.

We continued to develop our digital offer, with new online leaflets, advice videos, and social media coverage, and further raised our profile through media opportunities, campaigns and research.

Lockdown also brought an unexpected benefit in helping us fulfil our strategy of growing digital skills across the organisation. Homeworking for all meant everyone had to learn how to use different technology to work effectively.

As we look ahead, we now need to focus on the next three years of our strategy and how our new ways of working can help us achieve our goals – for example, recruiting new Admiral Nurses, particularly in acute care, in under-served communities, and on our Helpline; offering new Closer to Home Admiral Nurse clinics, virtually and in person; and continuing to extend our digital offer.

Please read our 2020-25 strategy here

Thank you so much for your ongoing interest and support.”

Dr Hilda Hayo

Chief Admiral Nurse and CEO

Reporting back to you

It’s really important to us to be open and transparent with everyone who comes into contact with us. Our annual reports will show you what we’ve been working on for the past year and the years before.

Read the Dementia UK Annual Report 2021

Read the Dementia UK Impact Report 2021


Watch our Impact Report Animation:

Read our previous Annual Reports

How we can support you

Whether you have a question that needs an immediate answer or need emotional support when life feels overwhelming, these are the ways our dementia specialist Admiral Nurses can support you

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