RFP QUESTION 3.11
The messages that matter
"Please provide your view on what the Collective Plan’s key communication messages should be."
Seven core messages, applied consistently across all channels and over time. The emphasis is on setting realistic expectations early, particularly around variability, and reinforcing confidence in Trustee governance.
The core messages
1 | The Collective Plan is designed to provide a fair, sustainable income for life — managed collectively on behalf of all members.
This keeps communications focused on the outcome the Collective Plan is designed to deliver, rather than on technical mechanics, and reinforces the long-term nature of the arrangement.
2 | You are building a target pension, not a guaranteed amount.
Clear, consistent distinction between targets and guarantees is essential. Without it, members may feel misled when outcomes change, even if communications have been technically accurate.
3 | Pensions can go up, down or stay the same, and that's how the Plan stays fair and sustainable for everyone.
Normalising variability reduces surprise and concern at valuation points and helps members understand that adjustments are part of the design, not a failure of the Plan.
4 | Your projected one-off lump sum only goes up or stays the same – it will not go down.
Highlighting this as a unique feature of the Collective Plan will provide a level of reassurance for members — where pensions can go down, this amount is guaranteed.
5 | Decisions are made carefully by an independent board of trustees, acting in the interests of all members.
Trust in governance is central to confidence in outcomes, particularly in a scheme where benefits are not fixed.
6 | The Collective Plan is built to last — your pension is designed to be paid for the rest of your life.
Reinforcing the long-term nature of the arrangement helps members hold short-term variability in perspective.
7 | Clear, reliable information is always available at rmcollectiveplan.com
This reinforces transparency, supports self-service and encourages members to rely on author sources rather than assumptions or informal channels.
Communication principles
Across all channels and materials, messaging should be:
- Clear and jargon-free, written for a member reading on their phone, not a pensions professional.
- Grounded in transparency and honesty — delivered consistently, and with genuine empathy for how members receive sensitive information.
- Focused on what matters to members, not on scheme administration.
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