Protecting Rural Lives and Livelihoods
Rural communities are very close to our hearts. With more than 280 agency offices across the UK, we’re in a unique position to understand our members and their communities.
We aim to make positive impacts on the welfare of those working and living in rural communities in the UK, and being there for our members in times of need.
Learn more about the activity we have in place to look after our members and support our communities
Our progress: Protecting Rural Lives and Rural Communities
| Priority | Aims for 2023 | Delivered in 2023 | Aims for 2024 | Longer-term aims |
| Supporting the welfare of our members - all customers | New aim |
42% of customers agree that NFU Mutual helps to support their welfare
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Maintain over 40% of customers agree that NFU Mutual helps to support their welfare
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50% of customers agree that NFU Mutual helps to support their welfare by 2029
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| Supporting the welfare of our members - customers in farming occupations | New aim |
44% of customers in farming-related occupations agree that NFU Mutual supports their welfare |
Maintain over 40% of customers in farming-related occupations agree that NFU Mutual supports their welfare |
50% of customers in farming-related occupations agree that NFU Mutual supports their welfare by 2029 |
| Rural Crime - investment | Continue to invest in initiatives that help our members combat rural crime |
Over £440,000 of investment in initiatives helping our members combat rural crime |
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| Rural Crime - prevention awareness | New aim |
57% of customers in farming-related occupations agree they are aware of prevention solutions to help them manage the overall cost of rural crime risk |
Maintain 57% of customers in farming-related occupations to agree they are aware of prevention solutions to help them manage the overall cost of rural crime risk |
65% of customers in farming-related occupations to agree they are aware of prevention solutions to help them manage the overall cost of rural crime risk by 2029 |
| Rural Crime - prevention solutions | New aim |
36% of customers in farming-related occupations agree they use rural crime prevention solutions, as provided and highlighted by NFU Mutual, to help manage the overall cost of risk |
Maintain 36% of customers in farming-related occupations to agree they use rural crime prevention solutions, as provided and highlighted by NFU Mutual, to help manage the overall cost of risk |
40% of customers in farming-related occupations to agree they use rural crime prevention solutions, as provided and highlighted by NFU Mutual, to help manage the overall cost of risk by 2029 |
| Rural Crime - public awareness | New aim |
54% of customers in farming-related occupations agree NFU Mutual has raised awareness with the wider public of the challenges rural crime poses |
Maintain 54% of customers in farming-related occupations agree NFU Mutual has raised awareness with the wider public of the challenges rural crime poses |
60% of customers in farming-related occupations agree NFU Mutual has raised awareness with the wider public of the challenges rural crime poses by 2029 |
| Rural Road Safety |
We will continue our activity to promote Rural Road Safety, working with specialist partners and extending advice to cover new groups of rural road users |
In 2023, we incorporated Rural Road Safety messaging into our ‘always on’ marketing activity, communicating advice and guidance throughout the year |
In 2024, we will continue to share Rural Road Safety guidance. We will canvas views and work with partners to create and release a ‘Code for Countryside Roads’ guidance document on how people should use rural roads safely |
Of customers who say they are aware of NFU Mutual's Rural Road Safety support, over 70% to agree that NFU Mutual's Rural Road Safety campaign encourages safer, more considerate use of rural roads by 2027 |
| Extreme weather | Continue to support members through extreme weather events |
4.2% of eligible home claims settlements included flood resilience measures Supported customers with over 3,000 claims relating to extreme weather events Over £140,000 invested in flood resilient repairs |
10% of eligible home claims settlements to include flood resilience measures. A claim is eligible if the claims costs exceeded £10,000 | 15% of eligible home claims settlements to include flood resilience measures. A claim is eligible if the claims costs exceeded £10,000 |
| Priority | Aims for 2023 | Delivered in 2023 | Aims for 2024 | Longer-term aims |
|---|---|---|---|---|
| Total annual charitable giving pledge | Maintain total £3.25m charitbale giving pledge | £3.25m donated to local and national charities |
Maintain current levels of funding Establish a tool to measure social value delivered by NFU Mutual’s community support |
Establish benchmark and targets for social value delivered through NFU Mutual’s community support |
| Charitable giving | New aim |
93% of Agents agree that NFU Mutual's charitable giving programme is making a difference in their local community |
Maintain over 90% of Agents agree that NFU Mutual's charitable giving programme is making a difference in their local community |
Maintain over 90% of Agents agree that NFU Mutual's charitable giving programme is making a difference in their local community |
| Centenary Award postgraduate agricultural bursaries |
Maintain £21,000 of funding |
£20,477 of funding |
Maintain current funding levels Establish a tool to measure social value delivered by NFU Mutual’s community support |
Establish benchmark and targets for social value delivered through NFU Mutual’s community support |
| Donations for farming unions |
Maintain £8.1m of funding |
£8.4m of funding |
Maintain current funding levels Establish measures to understand the value and impact of our funding |
Establish a benchmark and targets for the social value delivered through this funding. |
Our total £3.25m of charitable donations in 2023 was made up of:
| Organisation | Donation amount |
| Agency Giving Fund | £1.92m |
| Charitable Trust | £1m pledged by NFU Mutual |
| Community Champions Scheme | £30,000 |
| Farm Safety Foundation | £300,000 |
