Across Scotland, housing associations are finding innovative ways to support tenants through the cost-of-living crisis while keeping money within local economies. Ayrshire Housing and Cernach Housing Association both turned to the Scotland Loves Local Gift Card to provide assistance to their tenants, helping with essentials while empowering individuals to choose how and where to spend.
Ayrshire Housing
Formed in 2003 through the merger of Carrick Housing Association and South Ayrshire Homes, Ayrshire Housing is built on a strong partnership between tenants and the local community. The organisation works closely with South Ayrshire Council to provide affordable homes and support services across the region.
As part of its ongoing commitment to helping tenants manage rising living costs, Ayrshire Housing launched a fuel assistance initiative using the South Ayrshire Gift Card. Funded with £54,000, the programme aimed to ease pressure on household budgets while supporting local businesses. The team initially provided practical home packs – including items such as air fryers, slow cookers and clothes horses – but soon realised a more flexible approach was needed to help tenants with fuel payments.
Prepaid fuel cards proved too time-consuming to administer, so Ayrshire Housing turned to the Scotland Loves Local South Ayrshire Gift Card as a simpler, more adaptable alternative. By distributing gift cards, tenants could pay utility bills or shop locally for essentials, depending on their most pressing needs. This flexibility was particularly valuable across Ayrshire’s 76-mile coverage area, where rural accessibility can be a challenge.
‘The card gave tenants choice and dignity,’ explained Jennifer McCann from Ayrshire Housing. ‘Even if someone used it for food shopping, it freed up part of their budget for gas or electricity – all while keeping money circulating locally.’
The process of ordering and distributing the cards was quick and straightforward. Cards arrived within ten days, and housing officers delivered them directly to tenants who couldn’t collect in person. Each card came with a leaflet listing local businesses that accepted them, ensuring accessibility for those without internet access.
Following the success of the initiative, Ayrshire Housing now plans to expand its use of the gift card through future projects, including a hardship fund and community competitions. ‘The response from tenants has been fantastic,’ said Jennifer. ‘Many told us the support came at just the right time. It’s accessible, flexible, and keeps spending local.’
Cernach Housing Association
Cernach Housing Association, a registered social landlord based in Drumchapel, Glasgow, manages just over 900 homes for social rent. The organisation plays a vital role in supporting residents facing fuel poverty and financial hardship, particularly during the winter months.
To strengthen this support, Cernach began using the Scotland Loves Local Glasgow Gift Card as part of its winter food and tenancy funds. The initiative was designed to provide quick, practical help to tenants struggling with rising energy bills or the cost of living. The cards allowed housing officers to act swiftly when tenants were in crisis, helping them stay in their homes and maintain comfort and stability.
‘The gift card gives people flexibility and dignity,’ said Corporate Services & Assurance Manager, Emma McShane. ‘It lets tenants decide what’s most important, whether that’s groceries, a warm duvet, or a haircut, without feeling judged.’
Because all tenants live within Glasgow, the local reach of the card proved ideal. It could be used in supermarkets, greengrocers, takeaways, barbers, and small independent shops, providing choice for tenants while keeping money within the community.
Cernach also highlighted the wider benefits of supporting local businesses, many of which employ their tenants, creating a positive cycle of community investment.
Managing the cards was straightforward, with £25,000 worth ordered and activated upon receipt. Tenants collected cards from the office or received them through staff deliveries, a far more efficient system than handling cash or vouchers.
The results have been significant. Cernach recorded its highest-ever tenancy sustainment rate last year, with 100% of tenancies maintained. The cards also helped new tenants settle in by covering essentials like cookware and bedding, while offering existing tenants emergency support when needed.
‘The feedback has been overwhelmingly positive,’ Emma added. ‘Tenants appreciate the freedom to use the card in so many places, and for many, it’s the small things – like a family meal or a warm night in – that make the biggest difference.’
By using a localised solution that supports nearby businesses, both organisations have demonstrated how housing providers can strengthen community wealth, enhance tenancy sustainment and improve wellbeing through practical, people-focused support.
To find out more and to place a Scotland Loves Local Gift Card business order, please visit: https://scotlandgiftslocal.com/business-orders/
