We tested 13 ideas to tackle loneliness: here is what happened
Loneliness is a growing issue in Norfolk, but it is also a complex one. It looks different in different places and affects people in different ways.
The Ellis family, who are deeply committed to making a difference, approached Norfolk Community Foundation with a clear ambition: to focus directly on this issue and understand what really works. They asked a simple question: what can we learn if we concentrate time, funding and attention in one place, and listen closely to communities?
Working in partnership, we designed the Countering Loneliness Innovation Fund (CLIF) to explore how communities themselves can tackle loneliness, and what approaches make the greatest difference over time.
Communities leading the way
The Fund supported 13 voluntary, community and social enterprise organisations in two distinct areas: rural Reepham and the surrounding villages, and a neighbourhood in Norwich. These groups were already trusted locally. They understood the people they worked with and the pressures they faced.
Rather than setting a fixed model, the Ellis family funded an approach that gave communities space to respond in ways that made sense locally.
This led to very different activity across the two areas. In rural communities, projects focused on transport, befriending and village hubs, where distance and limited services can increase isolation. In urban areas, groups built on existing spaces such as community cafés and day centres, creating welcoming places where people already felt comfortable to join in.
Bringing people together
What made this work different was not just the funding, but how it was delivered. Alongside grants, Norfolk Community Foundation brought organisations together to share experiences, reflect on what was working and build relationships.
Over time, organisations began working more closely. They signposted to each other, shared ideas and in some cases delivered joint activities, including intergenerational work.
“It has been so good to connect with the other organisations working through the Fund. We have made brilliant connections and I feel really excited about the partnership work that will come out of this.”
What we learned: key findings
The first year of the Fund highlighted several clear lessons.
- Small grants can have a big impact: Modest funding made a real difference when it supported trusted, volunteer‑led projects that already had strong local relationships.
- Activities act as a bridge into connection: Singing, shared meals, nature and creative activity gave people a gentle way to reconnect, without pressure to “be social”.
- Place matters: Rural projects relied heavily on volunteers and transport solutions, often acting as one of the only local gathering points. Urban projects benefited from existing footfall and partnerships but still needed safe, welcoming spaces to reduce isolation.
- Relationships take time: Consistent staff and volunteers were critical. Trust grew slowly, especially for people who had been isolated for a long time.
- Collaboration strengthens impact: When organisations met and worked together, opportunities expanded. Joint activity reached more people and reduced duplication.
Informing Future work
This focused approach has shown what can be achieved when funding is combined with learning, trust and partnership. Through their partnership with Norfolk Community Foundation, the Ellis family have enabled communities to test ideas, build connections and deepen understanding of how loneliness can be addressed in different parts of Norfolk.
This learning will inform future work, helping us continue to support community‑led approaches that build lasting connection.
If you are interested in working with us, partnering around a shared issue, or joining the conversation about tackling loneliness in Norfolk, we would love to connect.
