The Power of Collaboration for Small Charities

If you're thinking of starting a charity, my top tip is to look at what already exists and find ways to contribute to that. Many well-established charities are already doing fantastic work in their respective fields, and rather than setting up something new from scratch, you could channel your efforts into supporting them.

For example, Cancer Research UK is a leading organisation dedicated to cancer research. If your goal is to support cancer research, rather than creating a new charity, you could fundraise for them and help advance their mission. The same applies to causes like baby loss—Kicks Count is a well-established charity raising awareness about baby movement in pregnancy, and Tommy’s provides vital support for pregnancy complications such as Group B Strep (GBS) and Intrahepatic Cholestasis of Pregnancy (ICP). Each charity has its own niche, but they all contribute to a broader cause.

Before setting up a charity, think about what you truly want to achieve. Many people feel compelled to start a charity due to personal experiences, but often, they find that an organisation already exists doing what they hope to accomplish. This was the case for me—I initially wanted to establish a charity in memory of my son, Toby. However, when I discovered what was then Count the Kicks (now Kicks Count), I realised they were already doing the work I had envisioned. Instead of starting from scratch, I chose to collaborate with them.

At Kicks Count, we offer a way for people to honour their baby’s memory without the administrative burden of running a charity. By setting up a dedicated fund in your baby’s name, any resources created with that money will bear their name. This allows you to focus on what truly matters—keeping your baby’s memory alive, raising awareness, and making a meaningful impact—without dealing with the complexities of charity administration, annual reports, and regulatory requirements.

Collaboration also strengthens small charities. A great example is our partnership with Hug, a small charity that was struggling to continue. Instead of shutting down, Hug now channels its funds through Kicks Count, enabling us to carry out projects under the Hug name. This approach ensures that valuable work continues without the overwhelming pressure of maintaining an independent charity.

One of the saddest things I see is social media pages set up in memory of babies that haven’t been updated in years. This doesn’t mean those babies are forgotten—it simply means that life moves forward, and maintaining an active presence can become difficult. That’s why regular donors to Kicks Count are so important. I remember their babies’ names, and I see them pop up year after year, keeping their memories alive.

To grow Kicks Count, I’ve tried different approaches, but ultimately, I’ve realised that the best way forward is to focus on what I’m good at—running the charity and handling the admin—while teaming up with those who are passionate about fundraising in memory of their babies. Rather than hiring someone to raise money, I’d rather work alongside parents who want to make a difference.

This year, we’ve set up funds in memory of babies like Arabella, Florence, and Archie, with projects dedicated to each of them. Florence’s name will appear on banners in hospitals, while Archie’s project will take shape in a meaningful way to honour him. These personalised projects not only raise awareness but also make the charity feel more connected to the families involved. People in Guildford, for example, know Chloe and Sophia because their stories are local, and that personal connection is powerful.

I’m committed to spreading this message as widely as possible. If anyone would like me to visit their area to discuss how we can work together to support Kicks Count in a local capacity, I’m more than happy to do so. I also home educate my son, so travelling to different parts of the UK allows us to see the impact of our work firsthand.

At the heart of all this is one simple message—charities don’t have to compete; they can collaborate. By working together, we can achieve so much more than we could alone.