Murray’s Initiative Unveils Five-Year Strategy to Strengthen Recovery, Advocacy and Long-Term Sustainability
Murray’s Initiative has launched a new five-year strategic plan aimed at expanding support for people affected by alcohol, drugs and trauma, while strengthening advocacy and education.
Our strategy builds on more than sixty years of community-based work and sets out a clear ambition to deliver more accessible, trauma-informed services, while ensuring long-term stability in an increasingly uncertain funding landscape.
A central focus of the plan is improving the quality and reach of support for people at all stages of their journey. At the heart of this strategy is a simple but powerful commitment: to create healthier, more resilient communities, free from harm caused by alcohol, drugs and trauma.
The strategy is structured around four strategic pillars:
Growth & Expansion
Advocacy
Education & Training
Financial Sustainability
Together, these pillars are intended to guide service delivery, strengthen partnerships and ensure that recovery support remains flexible, inclusive and responsive to need.
Financial sustainability and future resilience
A significant part of the plan focuses on building a more resilient funding model. Our intention to reduce reliance on short-term or restricted funding by developing a diversified income base.
Key measures include establishing a dedicated business development function, strengthening partnerships with corporate and philanthropic organisations and introducing an integrated fundraising model that combines campaigns, ambassador-led engagement and micro-giving initiatives. The strategy also emphasises embedding ethical funding principles to ensure all income aligns with our ethos and values.
This shift is necessary due to increasing instability in funding for social and community services in Scotland, which can limit continuity of care and restrict innovation.
Voice of experience at the centre
The importance of flexibility and personalised support is reflected in the experiences of our clients.
One client said: “There are so many different options available to participants, no matter what stage of recovery a person is at. You can come in at the right level for each person. That’s the unique thing about here, the variety of options and the support to progress right through, it is different to everything else that is available in the city.”
Another added: “Thank you for helping me to understand myself. I am in a very much better place with hope for the future.”
Leadership perspective
Speaking on the launch of the strategy, Lesley Ross, CEO of Murray’s Initiative said:
“This strategy is about building a stronger, fairer and more sustainable future for the people and communities we support. We are committed to ensuring that lived experience is not only heard, but actively shapes the systems and services designed to support recovery. By strengthening our partnerships, investing in our workforce and diversifying our funding base, we can expand our impact and continue delivering compassionate, trauma-informed care where it is needed most.”
Delivery and accountability
Implementation of the strategy will be driven through dedicated workgroups aligned to each strategic pillar, bringing together leadership, staff and people with lived experience. Progress will be monitored through a defined set of key performance measures, overseen by the Senior Leadership Team and Board.
A mid-strategy review is planned to assess progress, capture learning and refine delivery to maximise impact over the remaining period.
A long-term vision
Our strategy come at a pivotal moment in our evolution, combining long-standing experience with a renewed focus on innovation, collaboration and system-wide influence.
Murray’s values of respect, empathy and collaboration underpin the approach, with a clear aim to create healthier, more resilient communities free from harm caused by alcohol, drugs and trauma.
As the strategy is delivered over the next five years, our focus will remain on turning ambition into measurable impact, ensuring more people can access the support they need to live healthier, more stable lives.
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