News By Wire

Heather Sheldon Appointed as CEO of Alice Charity: A New Chapter in Community Support

Alice Charity, an organisation dedicated to providing essential resources and support to individuals and families in need across Newcastle under Lyme and Stoke on Trent, proudly announces the appointment of Heather Sheldon as its new Chief Executive Officer. With an extensive background in education, skills development, and community engagement, Heather brings a wealth of experience and a passion for making a positive impact to her new role.

Heather Sheldon’s career has been marked by a commitment to improving the lives of others. Prior to her appointment as CEO of Alice Charity, Heather served in various leadership positions where she focused on managing finances, fostering partnerships, and addressing HR matters. However, it is her dedication to building strong relationships and her hands-on approach to understanding community needs that truly set her apart.

In her new role, Heather aims to build on Alice Charity’s successes while tackling challenges head-on. Her short-term goals include expanding the organisation’s services, with the goal to reach more individuals and families in need within the wider community. Additionally, Heather plans to enhance the impact of existing services by introducing formal qualifications to programmes, providing individuals with tangible skills for brighter futures.

Heather commented: “Looking ahead, I envisions Alice Charity offering comprehensive, holistic solutions to address a range of needs, adopting a whole family approach to support not only individuals but their families as well. By collaborating with stakeholders and harnessing the collective expertise of partners, I believe Alice Charity can foster the resources needed to support the community better in 2024.”

However, Heather is also mindful of the challenges ahead, including fierce competition for grants and the need to diversify income streams. To address these challenges, Heather plans to explore creative avenues for revenue generation, such as partnerships with businesses, community fundraising initiatives, and social enterprise opportunities.

Heather’s leadership style emphasises transparency, openness, and personal connection. She continued: “I thoroughly believe in giving my team the tools to reach their full potential, leading by example, maintaining composure and thoughtfully considering the best course of action in challenging situations.”

Alice Charity is confident that under Heather Sheldon’s leadership, the organisation will continue to be a strong resource which families can rely on, delivering practical assistance and making a lasting impact on the lives of those it serves.

If you need support, please contact the friendly team on 01782 614 838 / [email protected] or visit the website

To support the charity’s efforts, or to be a part of the Fortunate 500 please contact Heather and her team: 01782 614 838 / [email protected].

Press release information


Image File:


Area / Region:

Notes to editors

About Alice Charity:

Alice Charity was created in 2011 to support vulnerable and disadvantaged families across Stoke- on-Trent and Newcastle-Under-Lyme, for as long as it’s needed.

Through a range of services and programmes, including food distribution, support to new mums, emotional support, educational opportunities, and family support, Alice Charity strives to encourage and empower local people to not only volunteer but to also embrace other opportunities in employment and education.

Alice Charity relies on funding to provide this support and appeals to local businesses to join the Fortune 500 scheme, for as little as £25 each month, businesses are investing in local families and the future of the city.

A huge 4579 families were helped in 2023 with donations, but there is still more to be done.

Media contact

Media contact name:

Emma Snow

Media contact business / organisation:

Trinity Create

Media contact telephone:

Media contact email:

All done!
Thank you for subscribing.

Email Subscription