Honouring Service, Amplifying Voices

Every year as we approach Remembrance Day, we pause, we reflect, and we remember. We acknowledge that behind every name, every sacrifice, there is a story. Often unseen, often untold, but always worthy of respect and attention.

At Different Kettle, we feel deeply privileged to have walked alongside service charities such as Help for Heroes, The Gurkha Welfare Trust, RAF Benevolent Fund, and Royal Hospital Chelsea. Working with them isn’t just another campaign; it’s a responsibility rooted in trust, respect, and empathy.

Why service charities demand something different

Supporters of service charities are not the traditional charity audience. Their motivations, values, and expectations often diverge from other charity audiences. They carry an allegiance to the Forces, whether through service themselves, or family and friends serving. They feel a deep connection to national pride, and the freedoms our service personnel have fought for.

So, when we help our service charity partners, we know:

• Language matters – phrases that feel heartfelt and appropriate elsewhere might feel hollow or insincere here. Honouring, service, loyalty. These are not buzzwords; they must be lived through your messaging.
• Authenticity is non-negotiable – when someone’s experience is shaped by uniform, deployment, loss, or injury, shortcuts or generic emotional appeals won’t land.
• Trust is fragile – missteps feel sharper, expectations run higher, and the room for error is smaller.

How we approach it and what we bring to the table

We never come in with a one-size-fits-all template to any of our clients. Instead, we begin with listening – to supporters, beneficiaries and staff. Then, we shape our work around what we learn, the messaging, tone, and timings, not what feels easier or familiar.

Here’s the kind of difference we aim for:

• Supporter acquisition that speaks their language – reaching those people whose loyalty, pride, and sense of duty mirror the communities they support.
• Development & stewardship rooted in respect – building genuine relationships with the same care, commitment, and integrity shown by those who serve.
• Tone, creative, and storytelling that reflect lived experience – making sure every story reflects the genuine reality, courage, ad camaraderie of service life.
• Sensitivity to nuance – service charities balance remembrance, recovery, and community. Each deserves to be represented with authenticity and care.

We’re proud of the collaborations we’ve built. The privilege of helping The Gurkha Welfare Trust grow its supporter base, the RAF Benevolent Fund grow its regular giving and legacy programme, and Help for Heroes welcoming supporters – all turning silent gratitude into sustained support.

This Remembrance Day – and beyond

As we wear poppies, observe a moment of silence, and share stories of service, we also recommit ourselves. To those who gave. To those who continue to live with the cost. And to the charities that stand in the gaps – offering healing, community, advocacy, and care.

Lest we forget. Today, tomorrow, always.

Amy Mitchell – Fundraising Planner

If you want to find out more about how we can help you with developing your approach to giving, then get in touch at SayHi@differentkettle.com