GreenSquareAccord’s Charity for the Sake of PR?
GreenSquareAccord (GSA) has been actively promoting its community-interest projects and charitable initiatives over the past few years. While these efforts can be seen as a positive development, it is evident that GSA is using these initiatives to boost its public reputation. However, media and resident reactions have been mixed, raising important questions about whether these efforts are truly benefiting the tenants they should prioritise.
Charity and Community
GSA has been involved in various charitable activities such as funding dementia cafés, supporting domestic abuse victims, and providing grants through its Community Impact Fund. These programs have been highlighted in press releases, social media posts, and local news articles, with some media outlets praising the housing association’s commitment to community welfare. For example, a recent Banbury Guardian article covered a £1,000 grant to an Oxfordshire children’s reading charity, which was widely shared and celebrated by GSA’s communications team. This positive media coverage is part of GSA’s broader PR strategy to demonstrate social responsibility and engagement with local causes.
However, while GSA’s charitable outreach is commendable, residents are questioning whether these funds could be better spent on their immediate housing needs. On our own website, we pointed out that residents continue to face critical issues such as delayed repairs, pest infestations, and poor communication from the housing provider. In fact, the Housing Ombudsman found multiple instances of severe maladministration, particularly in cases involving pests and repair delays, which led to GSA paying significant compensation. This leaves residents wondering if GSA is prioritising its external image over addressing the basic needs of its tenants.
The Motives Behind the Charity Spend
GSA’s charitable initiatives, such as their collaboration with FearFree charity for domestic abuse victims, have undoubtedly helped those in need. Similarly, their funding of dementia cafés has received praise for helping people living with dementia and their carers. However, we must question whether GSA’s motive is driven by genuine concern for these causes or by a desire to bolster its public image.
As GSA continues to highlight its charitable contributions, residents feel frustrated that their concerns—such as heating failures, unsafe living conditions, and poor response times—are being overshadowed by PR campaigns. In social media posts and resident forums, many tenants have commented that while charity initiatives are welcomed, they should not come at the expense of fixing their homes.
Residents' Discontent
Social media, particularly Facebook, has been a platform for residents to express their concerns about GSA’s operations. While GSA’s charitable initiatives receive positive feedback from external supporters, residents often use these posts to highlight ongoing problems with maintenance, repairs, and communication. For example, on a recent Facebook post celebrating a new community grant, multiple comments from residents expressed dissatisfaction, with one asking, “Great for them, but what about fixing our homes?” .
Even more concerning, residents have reported that their critical feedback on these posts is frequently blocked or deleted, suggesting a lack of genuine engagement from GSA with its tenant base.
The Cost of PR?
One of the central questions raised by residents is: How much is GSA spending on its communications and public relations team, and could these funds be better allocated to improving tenant services? While exact figures on GSA’s spending are not publicly available, it is clear that the housing provider has invested heavily in its communications team, including GSA hiring high-profile roles such as the Director of Communications. The recent hiring of yet another new team member, mentioned in the same LinkedIn post celebrating her involvement in a children’s reading charity grant, rightly raises concerns. Residents have pointed out that the money spent on PR could have been used to hire more repair staff or address critical maintenance issues that are often left unresolved.
In an age where housing associations are facing financial strain, many tenants believe that PR and marketing budgets should be scrutinised and that funds should be redirected towards improving housing conditions.
While charity work and community projects are undoubtedly valuable, many residents feel that GSA should prioritise its tenants before focusing on external causes. As one resident commented, “Yes, it’s good to help charities, but what about fixing our homes first?” This concern is reflected in the Ombudsman reports that show GSA has failed to resolve basic issues for many residents.
Charitable donations should not be used as a tool for improving GSA’s public image at the expense of core services. Only once these issues are resolved should external philanthropy take precedence.
Conclusion
In conclusion, GreenSquareAccord’s community interest projects and charitable initiatives have undoubtedly contributed positively to certain local causes. However, these efforts have not been without their drawbacks. Many tenants feel that the focus on charity work diverts attention from the urgent need for maintenance and improvements within their own homes. While we acknowledge that charitable initiatives are important, they should not be used as a distraction from GSA’s core responsibilities as a housing provider.
To improve transparency and regain tenant trust, GSA should:
Publish a clear breakdown of its spending on communications and charitable activities, so residents can see the value of these initiatives.
Prioritise housing repairs and maintenance over external charity work until key tenant concerns are addressed.
Clarify the purpose of its donations to external causes, ensuring that these initiatives complement, rather than overshadow, GSA’s responsibilities to its tenants.
The debate about whether charitable spending can truly improve a housing association’s reputation will continue. However, it is clear that GSA must balance its external outreach with a focus on improving the day-to-day lives of its residents. Only then will it earn the trust and support of the people it is meant to serve.