The Power of Skilled Volunteering: Helping CAML Reach More People

We’re excited to share the story of how Skilled Volunteer Maria Anguita worked with Citizens Advice Merton & Lambeth (CAML) to strengthen the charity’s voice and help shape how they share their impact with the community.

The Organisation

Citizens Advice Merton & Lambeth (CAML) has been a trusted part of the local community for over 85 years. Since 1939, their team has provided free, impartial, and confidential advice to people across South London, helping residents navigate challenges like debt, housing, employment, immigration, and welfare benefits.

CAML’s support can be life-changing for those who need it most – but like many charities, they’ve struggled to find the time and capacity to tell their story as powerfully as they deliver their work. They knew they needed a clearer, more consistent approach to communication that would raise awareness, engage stakeholders, and help more people find their way to their services.

The Project

That’s where Link UP London came in, we connected them to Skilled Volunteer Maria Anguita. With her background in communications strategy and marketing, Maria worked with CAML to help develop a comprehensive communications plan that could guide the organisation forward.

Together, they reviewed CAML’s existing communications, identifying what worked well and where there were gaps. Maria then created a structured strategy that outlined key audiences, clear messaging, and practical steps to improve visibility and engagement – all aligned with CAML’s 2030 strategic goals.

Her work didn’t stop there. She also created a roadmap for future activity, helping the team think long-term and plan for continued progress even after the project ended.

The Skilled Volunteer

Maria brought not only her professional expertise but also warmth, collaboration, and curiosity to the project. She worked closely with CAML’s team, adapting her ideas through open conversation and feedback to make sure the outputs were meaningful and actionable.

CAML’s Chief Executive, Simon Shimmens, reflected on the experience: “The quality and impact of the work that Maria has provided is a real springboard in progressing work that we do not have the resource and expert experience to progress at the speed that Maria worked within a couple of months. She not only gelled immediately with our team but has helped to share her experience and talent for our wider team to understand what we need to do more of going forward.”

For Maria, the experience was just as rewarding: “Volunteering with Citizens Advice Merton and Lambeth has given me a real sense of purpose. It’s inspiring to be part of such a vital service that makes a difference to people in our community.”

The Impact

Maria’s support has already had a huge impact. CAML now has a clear, professional communications strategy that’s helping them share their story more effectively, strengthen their local profile, and connect with the community they serve.

Her work has been shared across the entire team, volunteers, and trustees and is now a core part of CAML’s five-year strategy. The charity is also building on her recommendations to improve marketing, PR, and social media, and to engage more local businesses and supporters.

Simon shared: “Maria’s work is exceptionally professional and has set us on the path toward stronger communication, better coordination, and greater community reach.

Making a Lasting Difference

This collaboration between Maria and CAML shows the power of skilled volunteering to unlock new potential in community organisations. With Maria’s help, CAML has gained the clarity, confidence, and tools to tell their story – ensuring even more people know where to turn when they need trusted advice and support.