Saint John of God Hospitaller Services rebrands as The Do Good Charity

A long‑standing UK care charity formerly known as Saint John of God Hospitaller Services has changed its trading name to The Do Good Charity. The organisation says the new name communicates its purpose plainly and invites more people and partners to engage with its work.

Chief executive Paul Bott described the shift as a clarity move: the acronym SJOG was familiar to those who already knew the charity, but he argued it did not convey to newcomers who the organisation is or what it does. The Do Good Charity, he said, "puts our purpose into plain English and, importantly, it is also an invitation."

The charity traces its inspiration to Saint John of God (João Cidade), born in 1495. After experiencing the treatment of people with mental illness, he opened a hospital in Granada in 1539 that prioritized love, compassion, dignity and hospitality. From Cidade's work emerged a religious order known in Italian as the Fatebenefratelli, translated as the "Do Good Brothers."

The organisation's English presence dates to 1880. The new trading name explicitly echoes the Fatebenefratelli idea by adopting language that describes the charity's mission rather than the saint's name alone.

Reporting in local press noted the charity delivers care, housing and specialist support. One local account said the organisation supports more than 1,800 people each month across 60 communities. The rebrand is presented as a tool to expand that kind of work by making the charity easier to identify and to partner with.

Leaders said they want to share learning, form partnerships, and scale community impact. The name change is framed as part of that effort: a clearer public identity to attract collaborators and raise awareness of services. The organisation emphasised continuity of values and said the rebrand will not alter the underlying mission or its faith foundations.

Practical implications for stakeholders

For supporters, partners and service users the operational change is a new public name and identity while governance, mission and faith influences remain in place according to the charity's statements. For potential partners, the name clarifies the charity's focus on doing practical good in communities, which its leaders hope will open opportunities for joint work and learning exchange.