Ben announces strategic changes

Automotive charity, Ben, has a new senior leadership team in place – marking a new strategic direction too. During the summer, in a PMF exclusive, three members of the group, including the CEO, were interviewed to find out what these changes mean.

When Rachel Clift stepped into the role of CEO at Ben in 2024, she inherited an organisation that was in the middle of a profound change and transformation. The automotive industry charity, which for over 120 years has supported people across the sector in times of hardship, was in the process of taking a new strategic direction – and Rachel, in her first chief executive role, was tasked with steering Ben into its next chapter.

“It feels like it’s been longer than a year,” Rachel admitted to PMF with a smile. “The pace of change has been incredible. But even with the challenges, it’s been hugely rewarding. We’ve been laying the foundations for the future, and I feel proud of what we’ve achieved so far.”

Rachel’s journey to the top job at Ben wasn’t typical. A physiotherapist by training, she began her career in health and wellbeing roles across both the public and private sector before joining Ben in 2018 as a health and wellbeing director.

She continued: “I’d worked in partnership with charities but hadn’t worked directly for a charity before, but I was keen to bring my experience into the sector where the mission is aways to make a difference. And once you’ve worked in a charity like Ben, I’m not sure you could imagine doing anything else.”

Rachel takes a people-first approach to leadership, one that has been built and nurtured in her previous roles: “As a health professional, I’m trained to listen, to understand the whole person and to build relationships. Those same principles guide how I lead today.”

Become a health and wellbeing charity

One of the main reasons for PMF making the trip to Oxfordshire, meeting in a cosy room at the MINI Plant and conducting round-robin interviews with Rachel and two other members of her team, was to quiz members of the charity’s new senior leaders. Wholesale changes have been made – both in terms of management structure and behind the scenes.

Arguably, the biggest shift during Rachel’s tenure so far has been Ben’s decision to sell its care homes and retirement village – a move that realised around £40 million that now allows Ben to “focus solely on the health and wellbeing of the sector”. The rationale was clear: while demand for care services had declined, the need for physical and mental health support, financial assistance and wellbeing services for those working in the automotive industry had surged.

Rachel explained: “The golden thread running through Ben has always been benevolence, but the challenges our community faces have changed. Today, the need is around health and wellbeing, so that’s where we must focus our energy and resources.”

That decision, she admitted, wasn’t easy. With the transfer of care services, Ben’s workforce shrank from 450 people to just 62 – with the majority being frontline support services colleagues remaining in post under new management. But for Rachel, the transition represents a more dedicated focus.

“We’re now a more concentrated organisation. That allows us to innovate, to modernise, and to meet people – whether in-person or remotely – while still keeping human connection at the heart of what we do.”

Challenges ahead for the automotive workforce 

Ben’s annual surveys paint a stark picture: 99% of respondents report some form of health or wellbeing issue. These range from sleeplessness to severe mental health crises. Rachel believes the industry’s future challenges run parallel to a constantly changing and uncertain landscape in the industry.

She continued: “The automotive sector is changing rapidly. Automation, new working patterns and skills shortages are reshaping the workforce. Each subsector has its own pressures. Our role is to adapt, to understand those nuances, and to provide support that’s relevant whether you’re in a small garage, a motor factor or a global manufacturer.”

A team built for the future

Rachel isn’t taking on this challenge alone. As mentioned, she leads a new senior leadership team – two members of which joined PMF at MINI – assembled and designed to align Ben’s operations with its new direction.

Director of Finance, Governance and Impact, Martin Smith, brings over two decades of charity finance experience, crucial as Ben seeks to invest wisely and generate sustainable returns.

Director of Growth and Development, Matt Wigginton, is a familiar face having been with Ben since 2015. His focus now is on deepening industry partnerships and doubling income over the next five years.

Head of Awareness and Experience, Ellen Plumer, has spent a decade with Ben and is charged with raising awareness across the diverse automotive landscape while ensuring every interaction with the charity delivers a positive, consistent experience.

Head of HR, Sarah D’Addio, completes the team, leading on colleague experience as Ben embraces life as a fully remote organisation.

“I feel incredibly fortunate to have this team,” Rachel said. “Each of them brings expertise and passion.”

Building partnerships – not just raising money

And Matt Wigginton was one of the fortunate ones to face PMF: “Around 90% of our income comes from employers, which is the opposite of most charities,” Matt claimed. “That means partnerships are everything. It’s not about asking for money – it’s about building relationships, listening to the sector and showing the impact support can have.”

Matt recalled how Ben’s relationships have broadened since he first joined: “When I started, we went straight to the biggest, shiniest businesses we could find. Over time, over the last 10 years, we realised that every part of the industry matters – and that not all value is financial. Sometimes the best thing a partner can do is open doors, help us to connect with industry people, share insights or just advocate for us.”

Matt conceded that fundraising in today’s climate is tough, but he believes Ben stands out because it is deeply rooted in the automotive community.

He continued: “We don’t just ask for donations; we invite people to be part of something. Whether it’s trekking across the Sahara, running a marathon or joining us at Ben Ball, our supporters see the difference they’re making – and that creates loyalty.”

Looking ahead, he sees untapped potential in the aftermarket – acknowledging that Ben can do more: “There’s a lot of work for us to do in the garage space. These businesses might not have the resources of big corporates, but collectively their impact could be huge. The key is to make it simple, accessible and worthwhile for them to get involved.”

Make every conversation meaningful 

Awareness is a perennial challenge for all charities, but for Ellen, who has been with Ben for 10 years, it’s a challenge she embraces.

“When I started, Ben was the industry’s best-kept secret,” she said. “Today, we want everyone in automotive to know we’re here to help. The message is simple: we’re here for you.”

Ellen’s new role expands her focus to “awareness and experience” – ensuring that every interaction with Ben is consistent, supportive and trustworthy.

She continued: “What’s important to me is that if you come to us for support, you have a positive journey from start to finish. And if you come to us as a donor, you can see the difference your support makes. Every touchpoint should feel meaningful.”

The diversity of the automotive sector makes that task multifaceted, she acknowledged: “A bodyshop doesn’t see itself the same way as an independent garage, and a motor factor has completely different challenges to a franchised dealer. That’s why data is so important; it allows us to segment, to target and to make sure the right messages reach the right people.”

But Ellen is equally clear that simplicity matters: “At the core, the message never changes: Ben is here to support individuals. That’s what cuts through. And the most powerful way that message spreads isn’t from us – it’s from peers in the industry. If your mate says: ‘I got help from Ben,’ that’s way more powerful than me standing on a stage.”

Ellen’s also passionate about balancing the seriousness of Ben’s work with its personality: “We’re not afraid to have fun with the sector. Whether it’s a hard-hitting statistic on a poster or a light-hearted fundraising challenge, people want to engage with people. Showing our human side builds trust – and trust is everything.”

Measuring Success

Success for Ben isn’t measured only in pounds raised, but in lives changed. The charity tracks a mix of outcomes – from wellbeing to clinical measures – monitoring progress, improvements in physical and mental health, and overall quality of life. More than 90% of people supported by Ben report significant positive change.

Reverting back to Rachel, she believes the next step is connecting these outcomes to employer benefits: reduced absence, improved productivity, and stronger retention.

She said: “We already know the difference we make to individuals, but we also need to show employers the value in supporting their people because healthy, happy employees mean healthier, stronger businesses.”

Modernising while staying human

Technology will play a role in Ben’s future, but Rachel is cautious and believes human contact “will be central to what we do”. She added: “We’re a people-focused charity. That said, there are opportunities to use technology to enhance our services, particularly for information and signposting.

It’s about being progressive without losing that human connection.” Ellen agreed: “We’ve introduced a 24/7 helpline access through partners, like Spectrum Health, and our SilverCloud platform offers digital therapy programmes people can use anytime. We also offer tips and advice on our website. But all of those are enhancements – they don’t replace the human support that people value from Ben.”

Final Thought

As Ben embarks on this new era, Rachel has one clear message for the automotive community: “Ben is modernising. We’re here for everyone in the automotive family, and our future depends on building a stronger, more connected community. With your support, we can make sure no-one in this industry has to face life’s toughest challenges alone.”