Strategic Spotlight – Milton Keynes Shared Lives exceeds target recruitment growth

Through the ARF, the council and scheme secured a £30,000 marketing budget to promote the Shared Lives carer role. A wide range of recruitment activity was delivered, including:

• Advertising in a council tax leaflet sent to every household
• Bus and van advertising
• Professionally produced films
• Local press and radio coverage
• Attendance at large community events
• A new Shared Lives landing page on the council website

Council communications colleagues supported professional campaigns, a brand refresh and website improvements, whilst the digital services team helped transform systems for recruiting Shared Lives carers. A new online enquiry form, launched in April 2025, generated 30 direct enquiries and contributed to a total of 102 enquiries and 12 applications. This shows that increased visibility, combined with easier digital processes, helped turn interest into action.

The scheme recognised that becoming a Shared Lives carer is a significant decision involving trust, family discussion, and lifestyle considerations. The scheme found there is often a delay of six to twelve months between someone first hearing about Shared Lives and applying. For this reason, maintaining visibility and momentum is essential. Regular, consistent communication helps move people from awareness, to understanding, and ultimately to becoming carers.

The council measured success not only by the number of carers recruited, but also by how awareness of Shared Lives grew across Milton Keynes, recognising both the long-term impact of the investment and the aim to recruit carers over the long-term, and the importance of short-term gains.

• Exposure: An estimated 75,000–90,000 residents (around 30–35% of the local population) saw Shared Lives messaging through flyers, radio, events, social media, and the website
• Recognition: Around 10-15% of those exposed now recognise Shared Lives by name
• Understanding: Between 1-3% of those exposed – an estimated 750–2,700 residents – now have a basic understanding of how the Shared Lives model works.

The cost per carer recruited in Milton Keynes was around £2,500, which is significantly lower than national averages of £4,000-£6,000. Each new carer can support multiple people, making the return on investment even stronger.

Alongside recruitment, the scheme focused on improving referrals from social workers. To address this, the scheme hosted an in-person engagement event for social workers and wider council colleagues. More than 100 people attended, including social workers and occupational therapists. The session focused on what makes a good referral into Shared Lives, using real-life examples to prompt discussion and learning.

Following the event, referrals increased, highlighting the need for continued engagement and clearer processes.

In October 2025, the scheme introduced two new digital assessment and referral forms. These included a simple two-minute suitability checker at the start of the process, with questions such as whether the person is over 16.

If someone is not suitable for Shared Lives, the form automatically ends, alerts the scheme, and notifies the social worker. The Shared Lives team then follows up to explain why the referral was not appropriate. This approach saves time, prevents unsuitable referrals, and helps address common misunderstandings about what Shared Lives can support.

Since introducing these changes, referrals have increased from around one per month to two or three per month, with around 90% now being appropriate. For the first time, the scheme also began receiving referrals from the older persons team for day support.

To reinforce learning, information materials and leaflets were left in team areas, and a new screen was installed in social workers’ coffee and breakout space. This displays guidance on how and when to refer to Shared Lives, alongside QR codes for workshops and real stories from Shared Lives carers.

The scheme also introduced a new Shared Lives carer retention strategy, drawing on best practice from fostering services. This included regular meetups, newsletters, competitions, and referral incentives.

A major milestone was the launch of the Council Tax Financial Support Scheme in April 2025. Developed by the Registered Manager, and approved by councillors prior to ARF funding, the scheme offers full council tax payment for eligible long-term and short break carers.

With ARF funding, Milton Keynes Shared Lives grew quickly, modernised its systems, and achieved much greater visibility across the city, both with residents and within social work teams.

The scheme plans to build on this progress, continuing targeted Shared Lives carer recruitment and exploring how Shared Lives could support a wider range of needs, including care leavers, people with mental ill health, and people living with dementia. Strategic decisions will guide which areas are prioritised next.

Find out about Shared Lives in Milton Keynes.

Over half (27 out of 42) of all Integrated Care Systems (ICS) chose to prioritise the growth of Shared Lives using ARF funding, and Shared Lives Plus has so far provided strategic advice and hands-on consultancy to 14 ICS areas.

If you’re interested in our consultancy support to help establish, grow, or diversify Shared Lives in your area, contact our strategic advice team at consultancy@sharedlivesplus.org.uk or read more about our consultancy offer: Consultancy support – Shared Lives Plus and our recent support to schemes.