My name us Neil Kirkland, and I bring over 25 years of experience transforming organisations across diverse sectors, including local government, financial, technology, and not-for-profit. I'm currently the Managing Director at GoCollaborate, a small enterprise focused on community engagement and consultation, and I'm passionate about using data and technology to drive social impact and build resilient communities. I am excited to share insights from my recent webinar on Neighbourhood Planning in a Modern World and how Town and Parish Councils can achieve effective community engagement.

WEBINAR AND SLIDES

💁 My recent webinar with colleague Katerina is available on youtube here (27mins). You can view and download my slides here. You can also read the webinar Q&A summary here.

At the heart of community-led development lies the Neighbourhood Plan (NDP). It's not just a document; it's a process that empowers local residents to actively influence the future of their area. 

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What is a Neighbourhood Plan?

Unlike the broader Neighbourhood Planning process, an NDP is a legal document created through a defined process. It outlines a vision for the community, alongside detailed planning policies. Once adopted after a local referendum, it holds legal weight, influencing development and planning decisions.

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Why Bother? The Benefits of NDPs

NDPs bring many advantages to the table:

• Community Voice: Residents gain a direct say in shaping their area's development.
• Clarity in Planning: Local planning decisions become clearer and more predictable.
• Sustainable Growth: Development is guided to benefit both the environment and the local economy.
• Protecting Local Character: The unique identity, heritage, and environment of the area can be safeguarded.
• Addressing Local Needs: Policies can be tailored to specific challenges like affordable housing or green spaces.
• Stronger Community: The collaborative process fosters a sense of unity and shared purpose.

While creating an NDP requires effort, the benefits for the community far outweigh the challenges.

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Understanding the Limits of NDPs

It's important to be aware of a few limitations:

• Alignment with Higher-Level Policies: NDPs must conform to national and local planning policies.
• Focus on Planning: Primarily deals with planning matters, other issues may require additional confirmation.

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Exploring Other Community-Led Initiatives

NDPs aren't the only way for communities to improve their areas. There are various other avenues, both within and outside the legislative framework, to drive positive change.

Town and parish councils can even leverage their precept-raising powers to raise substantial funds for local projects, often with minimal impact on council tax bills. Ensuring residents understand the value they receive from these efforts is key.

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Funding Your Neighbourhood Plan

The government supports Neighbourhood Planning through financial and technical assistance. If you're eligible, you can apply for grants up to £10,000, with additional funds available if you include specific elements in your plan.

Beyond these grants, numerous other funding opportunities exist for community-led projects. Don't hesitate to explore these to bring your vision to life.

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The Importance of Community Engagement

Effective engagement is crucial for demonstrating community support, which is essential for both funding applications and the successful implementation of any project. 

High-quality engagement goes beyond informing the community; it taps into local skills and enthusiasm, ensuring the community is actively involved. Digital platforms like GoCollaborate make this easier and more cost-effective than ever.

Digital engagement brings with it an increased opportunity to connect to ‘hard to reach groups’. The best digital platforms can be used on any device and at times and in places that suit all in the community. 

Gone are the days of consultations being dominated by loud voices at village hall meetings on a wet and dreary Tuesday evening. All we must do is reach out and enthuse and support the community to engage.

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Strategies for Successful Engagement

• Start with a clear strategy and in-depth stakeholder analysis.
• Use a multi-channel approach that combines online and offline methods.
• Assemble a skilled working group with diverse expertise.
• Partner with local leaders and community groups.
• Utilize the latest technology, including social media and online consultation platforms.
• Maintain momentum with regular updates and active leadership.
• Monitor progress and use data to adapt your approach.

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Embrace the Future of Community Engagement

Technology and social media are transforming the way we engage with our communities. Digital tools and social media can play a crucial role in reaching a broader audience, gathering valuable feedback, and ensuring that everyone has a voice.

By embracing innovation and collaborating effectively, you can create a Neighbourhood Plan that truly reflects your community's vision and builds a brighter future for all.

Central to success along with making best use of the latest technology is social media. Social media has revolutionized communication, providing unprecedented access to diverse audiences and fostering dynamic conversations. For community consultations, this presents both immense potential and unique challenges. 

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Why Social Media Matters 

Social media is no longer just a platform for social connections; it's a powerful tool for community engagement. By strategically integrating social media into your consultation strategy, you can:

• Expand Reach & Accessibility: Overcome geographical barriers, engage diverse audiences, and increase participation.
• Foster Two-Way Dialogue: Enable real-time conversations, gather dynamic feedback, and target communication efforts.
• Generate Excitement & Momentum: Create shareable content, provide live updates, and tell compelling stories.
• Gain Valuable Insights: Track sentiment, collect data, and understand community perspectives.
• Enhance Cost-Effectiveness: Reach a wider audience and streamline processes while saving resources.

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Before the Consultation: Building a Strong Foundation

Social media's value extends far beyond simply announcing a consultation. In the pre-consultation phase, it can be leveraged to:

• Gauge Public Sentiment: Utilize social listening tools to understand existing conversations, concerns, and hopes around the topic.
• Identify Key Stakeholders: Identify influencers, community groups, and passionate individuals who can amplify your message and build support.
• Raise Awareness: Create initial buzz with teasers, key questions, or polls to pique interest and spark early discussions.
• Build Anticipation: Use engaging visuals and calls to action to encourage people to mark their calendars for the launch.
• Test Messaging: Experiment with different ways of framing the issue and asking questions to gauge audience response.
• Plan Resources: Allocate roles and responsibilities for managing social media during the consultation. If needed, seek expert guidance on social media strategy and content creation.

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During the Consultation: Building on What You Have

Once the consultation is live, social media becomes a hub for ongoing engagement:

• Promote Participation: Use consistent reminders, share updates on progress, and highlight key dates and events.
• Facilitate Targeted Discussions: Create dedicated groups or hashtags for focused conversations on specific aspects of the consultation.
• Share Visual Stories: Bring the consultation to life through photos and videos of community events, interviews with stakeholders, and impactful visuals.
• Monitor and Respond: Track engagement metrics, demographics, and sentiment. Identify underrepresented groups and proactively reach out to encourage participation.

• Address Misinformation: Be prepared to respond promptly and respectfully to incorrect or misleading information. Create a dedicated FAQ or "Myth vs. Fact" section.

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Post-Consultation: Closing the Loop and Building Trust

Even after the consultation closes, social media plays a vital role in maintaining momentum and demonstrating the impact of community input:

• Share Results: Publish key findings and insights in an accessible format, demonstrating transparency and accountability.

• Communicate Decisions: Explain how community feedback influenced decisions and shaped project modifications.
• Showcase Outcomes: As projects progress, use social media to share updates and highlight the positive impact of community involvement.
• Build Lasting Relationships: Nurture connections with engaged community members for future consultations and collaborative projects.

Social media offers unparalleled opportunities for effective community engagement. While challenges exist, careful planning, strategic execution, and a commitment to inclusivity can help you harness its power to create impactful consultations that truly reflect the voices of your community.

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Conclusion

The future of community engagement is digital.  By leveraging the power of social media and platforms like GoCollaborate, you can build stronger, more resilient, and more democratic communities. 

GoCollaborate is here to support your journey towards meaningful community engagement. As part of this please see attached the following documents which we hope you may find of value:

NDP Roadmap courtesy of PlanSupport here

Engagement Planning here

Contact us today to explore how our platform and expert guidance can transform your consultations.

Neil Kirkland

CEO – GoCollaborate Limited

neil@gocollaborate.co.uk

07514 810 983

www.gocollaborate.co.uk

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