Fractional Leadership, Full Transformation: How Equipt helped rebuild the foundations of a vital UK charity

Not just advice - actual leadership

When Parenting Mental Health (PMH) needed to reset its strategy, structure and sustainability, they didn’t need a consultant. They needed a partner. One who could lead, rebuild and drive change from the inside - without the cost or delay of full-time hires. That’s where Equipt stepped in.

As fractional CEO, we were responsible for every part of the organisation’s next chapter - from rebuilding team infrastructure and leadership processes to redefining the brand, reshaping services, and transforming the approach to fundraising. This was a full organisation-wide reset, delivered hands-on, in real time.

The challenge

PMH is a small charity with big impact. At the centre is a 46,000-strong digital peer support community, built to support parents navigating their child’s poor mental health. But demand was growing fast. Services were at capacity. Internal systems were fragile. The funding model was inconsistent, and the brand — while trusted — lacked the infrastructure and visibility to grow.

The trustee team needed fresh operational direction, deeper strategic support, and the ability to deliver with confidence and pace. But with limited budget and overstretched roles, they couldn’t afford to hire a full-time team to solve it.

What we did

We embedded fractional leadership across the organisation, acting as CEO, strategist, operator, fundraiser and brand steward (we even packed Christmas Cards and Sweatshirts on occasion). Our role covered the full scope of executive responsibility, with a laser focus on getting the organisation fit for the future.

• Defined and refined the vision, mission, and organisational structure
• Delivered full strategic planning across operations, service and fundraising
• Built a robust people and volunteer infrastructure
• Developed and implemented an all-new fundraising strategy — achieving £100k+ in community giving for the first time
• Refocused the brand to serve both families and funders
• Rebuilt processes, content and structure around the three PMH pillars: Support, Skill and Inform
• Launched flagship services including the Be Programme and refreshed Partnering Not Parenting offer
• Overhauled reporting, impact data and funder communications
• Represented the organisation in media, partnerships and board settings

This was full-scale leadership — strategic and operational — without the overhead of a permanent hire.

How we rolled it out

We acted as both coach and captain. Internally, we built a new team structure and culture, recruiting key roles and reshaping volunteer models to match growing demand. We introduced clear processes for safeguarding, reporting, communications and finance. We transitioned volunteers into paid roles, created new pathways for progression, and championed inclusive practices across community operations.

On the public side, we led all brand and communications work. That included a national PR campaign, the launch of the Lived Experience report, appearances on BBC and LBC, and significant audience growth across all channels — with Facebook followers up 34%, YouTube views up 22%, and a 29% increase in unique website visitors.

Behind the scenes, we built the fundraising engine. We established and delivered on targets across community giving, grants and corporate partners. We created the first ever PMH fundraising strategy and comms pack, brought new funders on board, and generated new recurring income streams.

The results

• £100,000 raised through community giving and events — more than double previous years
• 46,000+ parents supported through a now robust digital community
• 5,368 new comments, 825,000 community reactions, and 291,000 written responses
• 200+ scholarship places awarded on Partnering Not Parenting
• 260 applications for 50 places on the pilot of The Be Programme
• Brand presence across BBC News, LBC, and national press
• 29% growth in website visitors, now reaching over 55,000 unique users
• New paid team roles, safeguarding frameworks, and clear succession plan in place

Why it worked

Because this wasn’t an advisory relationship — it was real, practical leadership.

We didn’t just write strategies. We built systems. Delivered programmes. Trained teams. Secured funding. Steered the ship.

Fractional leadership gave PMH the senior thinking and decision-making it needed — without the burden of long recruitment cycles or high fixed costs. It gave them confidence, momentum and clarity, fast.

And most importantly, it gave thousands of parents better, braver support when they needed it most.