# SJOG rebrands as The Do Good Charity

- Link: https://fundraising.co.uk/2026/09/18/sjog-rebrands-as-the-do-good-charity/
- Published: 2026-09-18T08:03:00+01:00
- Author: Howard Lake

**Saint John of God Hospitaller Services (SJOG), a UK social care charity working
since 1880 and tracing its roots to 1539, has rebranded as The Do Good Charity and
launched a strategy to 2030 aimed at deepening its work in communities and expanding
its support for the wider voluntary sector.**

The charity supports more than 1,800 people every month across 60 communities in
the UK, providing housing, care and specialist support for disabled and autistic
people, people with complex needs and older people.

It employs 562 colleagues, and its digital services reached “more than 97,000 people
during 2025.”

## Advertisement

 [⌊Posthub advert. You create the campaign. We'll handle the postal journey. Get started at post-hub.co.uk.⌉](https://fundraising.co.uk/ads/posthub-20261007-300x250/)

## Why the name changed

**Paul Bott**, Chief Executive of The Do Good Charity, said the SJOG name was familiar
to people who already knew the charity, but did not tell someone encountering it
for the first time who it was or what it stood for.

> “It’s a new name, but the same heart since 1880. The 500-year-old philosophy of
> hospitality is still the bedrock of our work. We’re still delivering on our purpose,
> working creatively with the person in front of us. Every day we say, come on in,
> you are most welcome, how can we help.”
> ![The Do Good Charity staff in new T-shirts](https://wfay6x.infiniteuploads.cloud/
> 2026/09/The-Do-Good-Charity-staff-in-new-T-shirts-scaled.jpeg)
> The Do Good Charity staff

## A strategy built on three commitments

The [rebrand](https://fundraising.co.uk/tag/rebrand/) coincides with a strategy 
to 2030 built around three commitments: **Do Good, Do More Good and Do It Well**.
Under it, the charity plans to increase housing and support for disabled people 
and people with complex needs, and expand support for people as they age.

It also intends to strengthen collaboration across the voluntary sector, including
increasing training available to other third-sector organisations, providing shared
working spaces, and developing a new ‘Do Good Consultancy’ offering turnaround support
alongside a ‘Goodness Metric’ tool designed to help organisations understand and
demonstrate their impact.

The charity points to its ‘Here to Help’ suicide prevention programme, launched 
in 2024 to address gaps in support for autistic people, as an example of the work
it wants to expand. It says the programme has directly assisted more than 2,000 
people, including autistic adults and family members, and has trained 1,730 professionals,
including Samaritans volunteers, in supporting autistic callers in crisis.

## No change to registration

The organisation’s legal name remains **Saint John of God Hospitaller Services**,
and there is no change to its charity registration (number 1108428), Companies House
registration, ownership or governance.

 * **[Charity rebrand and merger news](https://fundraising.co.uk/2019/10/04/charity-rebrand-merger-news/)(
   4 October 2019)**
 * **[Asthma UK and British Lung Foundation rebrand as Asthma Lung UK](https://fundraising.co.uk/2022/02/28/asthma-uk-british-lung-foundation-rebrand-as-asthma-lung-uk/)(
   28 February 2022)
 * **[RSPCA aims to encourage more action for animals with first major rebrand in 50 years](https://fundraising.co.uk/2024/04/11/rspca-aims-to-encourage-more-action-for-animals-with-first-major-rebrand-in-50-years/)(
   11 April 2024)**