‘We need to be resilient because the people we serve need us’ – Keely Dalfen, CEO of The Brick

The Brick is an anti-poverty and homelessness charity in Wigan, in the north west of England. The organisation has roots going back a century, but the problems it is tackling are only getting worse: poverty, homelessness and the lack of community support.

In this episode of the Good Leaders podcast, Keely Dalfen, CEO of The Brick and winner of the 2026 NatWest SE100 Pioneering Woman Award, talks to Tim West about running the organisation at a time when many people who “do everything right” still face hardship and political division, and discontent is on the rise. But she also explains that Wigan is a vibrant community where people have always helped each other, and are very proud. “Unfortunately, the voices of hate are a little bit louder than the voices of hope,” she says.

We’re not here to tell them how to live their lives, because they know perfectly well how to do it. There are just too many barriers in the way

In her experience, people who face hardship badly need healthy relationships: belonging to a community, having agency in their own lives, rather than charity. “We’re not here to tell them how to live their lives, because they know perfectly well how to do it. There are just too many barriers in the way.”

A former accountant turned charity CEO, Dalfen explains how her background in finance helps her take an enterprising approach to running the charity, with diversified income streams to ensure resilience. “I do run the charity like a business, and I think some leaders don’t want to say they do within the charity world, but I think it’s important…we need to make sure we’re resilient, because people we serve need us to be here.”

Much of the Brick’s income comes from delivering statutory services, and it also provides accommodation, having purchased its own housing stock thanks to a social investment loan – something Dalfen says was a “game changer” as it meant ending reliance on private landlords. And she’s not afraid to make cutbacks when necessary: “I need that money to go as far as it possibly can, so I am quite brutal when it comes to cutting things if it doesn't pay.”

Listen to the podcast to hear Keely and Tim discuss:

• The role of the Brick in supporting people facing systemic barriers that have led them into poverty and homelessness
• The Brick’s business model, and how the charity has diversified its income streams to remain resilient
• Keely’s leadership style and personal journey from accountant to charity CEO