SJOG rebrands as The Do Good Charity

Howard Lake | 18 September 2026 | News

• Tagged with:
• disability
• rebrand
• strategy

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.”

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.”

A strategy built on three commitments

The 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.

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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale. He is the founder of Fundraising Camp and co-founder of GoodJobs.