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Aligning IF behind their fight for a fair future for young people
Client
Intergenerational Foundation
Work
Facilitation; Proposition; Personality; Roadmap
Team
Tash Richardson (Strategy Director)
Kind Words
"As a small organisation undergoing a period of transition, we needed to step back, clarify our objectives, and determine how best to deliver on our priorities for the year ahead. That is why we worked with Small Studio. From the outset, Tash was proactive, organised, and insightful. She expertly facilitated a full-day strategy workshop that was engaging and tailored to our needs. That session, along with her subsequent analysis and recommendations, not only clarified what we want to achieve this year, but also gave us a clear and practical roadmap for how to achieve it."
— Connor Nakkan, Senior Researcher, Intergenerational Foundation
The Intergenerational Foundation (IF) has spent more than a decade highlighting how UK policy is stacked against younger generations. Its research on housing, pensions and student debt regularly makes national headlines. But when its long-serving CEO stepped down, IF needed support to reestablish its identity, areas of focus, and clear ways to measure progress.
We brought trustees, staff and volunteers together to rebuild IF's strategy from the ground up. We sharpened its mission statement and proposition, positioning it as the leading authority on intergenerational fairness. We also defined a personality that could take its campaigning work forward with more bite. Then we turned to the operational questions. We set four priority policy areas and measurable objectives across research, funding, engagement and people, with clear focus activities and KPIs for H1 and H2 of 2026. We explored gaps in the current structure that could be filled by hiring and additional volunteers and explored a way to move from reliance on grants towards a broader mix of donors and sponsors.
The strategy quickly moved from page to practice. Within six months, the organisation had refreshed its website and launched a new podcast series drawing on the newly established personality. It had cemented a new strapline, "Fairness for future generations", at the heart of its identity, hired a new Head of Public Affairs and been featured across leading UK news outlets even more frequency than previous years. The success of the work has now led to a new annual planning process led by Small Studio, continuing in 2027.
