**REGISTERED CHARITY NUMBER: 1145073** **REPORT OF THE TRUSTEES AND UNAUDITED FINANCIAL STATEMENTS FOR THE YEAR ENDED 31 DECEMBER 2021 FOR KICKS COUNT** **KICKS COUNT** ## **CONTENTS OF THE FINANCIAL STATEMENTS FOR THE YEAR ENDED 31 DECEMBER 2021** ||Page| |---|---| |Report of the Trustees|1 to 5| |Report of the Independent Examiner|6| |Statement of Financial Activities|7| |Balance Sheet|8| |Notes to the Financial Statements|9 to 11| |Detailed Statement of Financial Activities|12 to 13| **KICKS COUNT** ## **REPORT OF THE TRUSTEES FOR THE YEAR ENDED 31 DECEMBER 2021** The Trustees present their annual report together with the financial statements of the Charity for the year ended 31 December 2021. The Charity has prepared the financial statements in accordance with Accounting and Reporting by Charities: Statement of Recommended Practice applicable to charities preparing their accounts in accordance with the Financial Reporting Standard applicable in the UK and Republic of Ireland (FRS 102) (effective 1 January 2019) in preference to the Accounting and Reporting by Charities: Statement of Recommended Practice issued on 1 April 2005 which is referred to in the extant regulations but has since been withdrawn Legal and administrative information set out on the charity information page forms part of this report. ## **STRUCTURE, GOVERNANCE AND MANAGEMENT** The trustees have delegated the general running of the charity to the Chief Executive who reports regularly to the Chairperson and to the board of trustees on a biannual basis. Elizabeth Hutton continues to act as CEO. The charity has a general Manager who handles the day to day communication, social media and volunteer management. Both are employed by the charity. ## **REFERENCE AND ADMINISTRATIVE DETAILS Registered Charity number** 1145073 ## **Registered office** 10 The Copse Ripley Woking Surrey GU32 6BN ## **Trustees** B Davies (Treasurer) J Rae (Chairperson) V Groves ## **Independent examiner** LFM Chartered Certified Accountants The Stables 23b Lenten Street Alton Hampshire GU34 1HG ## **Bankers** HSBC 12A North Street Guildford Surrey GU1 4AF **Chief Executive** Elizabeth Hutton Page 1 **KICKS COUNT** ## **REPORT OF THE TRUSTEES FOR THE YEAR ENDED 31 DECEMBER 2021** ## **OBJECTIVES AND ACTIVITIES** ## **Summary of objects within governing document** Kicks Count aims to reduce the UK's shockingly high stillbirth and neonatal death rate by raising awareness of baby’s movements. ## **What are the UK’s stillbirth and neo-natal death rates?** Sadly, the death of a baby isn’t rare. In 2020, the stillbirth rate in England reached its lowest level on record, at 3.8 stillbirths per 1,000 births, a decrease from 4.0 in 2018 and 5.1 stillbirths in 2010. In 2010 the Government set an ambition to halve the stillbirth and neonatal death by 2025. Achieving this would mean reducing the stillbirth rate to 2.6 stillbirths per 1,000 births by 2025. Around a third of stillbirths happen after 37 weeks, when the baby is deemed full term. Stillbirth is 10 times more common than cot death. Stillbirths account for more than half of the death of infants under one year in the UK and more babies die at, or just before, birth than they do from cot death, road deaths and meningitis combined. There is a common misconception that stillbirths only happen in high risk pregnancies or when there is a known problem. However, stillbirth can affect any mum at any time. ## **Why are baby’s movements so important?** Around half of women experiencing a stillbirth perceived a reduction in fetal movement prior to diagnosis. While there isn’t one cause of stillbirth, a decrease in fetal movement can be a key warning sign that a baby is in distress and early delivery could save nearly a third of stillborn babies. When the baby is being deprived of oxygen, he or she will slow their movements to conserve oxygen. Cord compression, a failing placenta, or a high intake of smoke may all lead to reduced movements and could be potentially fatal. The Confidential Enquiry into Stillbirths and Deaths in Infancy found that lack of prompt management to reduced fetal movement was a contributing factor to stillbirth. A ‘Kicks Count’ campaign in Norway saw the rates of stillbirth halved and, in the UK, a similar awareness campaign in the 1980’s around cot death saw rates of sudden infant deaths fall by a massive 70%. ## **How do we do it?** - Midwife Resources – We provide free resources to midwives. • Website – Our website is a valuable resource for up to date fetal movement and pregnancy information. All information on the site is intended to complement advice or information from a healthcare professional, not replace it. - Social Media – Our popular social media channels allow us to reach over 2 million people per week. - App – Our free mobile app helps women to keep track of their baby’s movements and identify a change in pattern. - Media – Articles in national press and online allow us to raise more awareness of Kicks Count and our work. - Businesses- We work with a number of businesses that help us reach their customers with our message, as well as raising vital funds. • Fundraising Events – Although these events serve the purpose of raising funds, they also serve to raise awareness, as people wear branded clothes etc. Page 2 **KICKS COUNT** ## **REPORT OF THE TRUSTEES FOR THE YEAR ENDED 31 DECEMBER 2021** ## **MANAGEMENT** The trustees have delegated the general running of the charity to the Chief Executive who reports regularly to the Chairperson and to the board of trustees on a biannual basis. Elizabeth Hutton continues to act as CEO. The charity has a General Manager who handles the day to day communication, social media and volunteer management. This role continues to be fulfilled by Lisa Newhouse. 2021 continued to be a challenge following the coronavirus pandemic. Fundraising events were cancelled, and it became harder to fund the projects. Although staff and volunteers have always worked from home to keep overheads down, many practices including fundraising needed to be adapted to comply with restrictions. It was feared there would be an increase in stillbirths in 2020 as an indirect result of Covid-19. Although the virus itself did not appear to pose a threat to unborn babies, the lockdown and stay at home message deterred women from attending hospital with their concerns. In response to the pandemic, we created a new campaign called #KicksStillCount to get the message out that reporting a change in movement was as important as ever. This was supported by midwives and celebrities including Holly Willoughby, Kimberley Walsh and Kirsty Porter. The campaign also received national press coverage. While this was intended to be a short-term campaign it continued into 2021 as the pandemic and restrictions lasted longer than expected. Following the unexpected covid pandemic it was decided that the plans in place for 2021 would be rolled over to 2022. 2021 would be spent maintaining current projects and ensuring the long-term survival of the charity. With the drastic decrease in fundraising activities taking place, and that being a fundamental source of income for Kicks Count it was decided to identify the core ways the charity delivers its message and focus on those. The core elements were identified as **The free mobile app** – With many being furloughed and people having less disposable income, offering a free way for women and birthing people to keep track of their baby’s movements was vital. The Kicks Count app is designed to help mums to get to know their baby’s regular pattern of movement. Unlike many other available kick counting apps, the kicks count app doesn't stop counting at 10. It allows mums to get to know their own baby’s pattern of movement. The app is listed with NHS Digital. NHS Digital provide information and technology for better health and care, so we are thrilled to be featured. To be listed, the app underwent complex technical reviews to ensure it met the high standard of quality, safety and effectiveness. **Website** – With fewer people attending hospitals, antenatal classes and groups it was imperative that our website remained up to date and effective. This included improving search engine optimisation. **Social Media and Facebook Groups** – This has always been a key way for us to reach expectant parents and this continued into 2021. Our Facebook groups became even more popular in 2021. Our Facebook Groups are a place for mums-to-be due in the same month to support each other and engage in conversation. As it's well known that mums will often express their concerns with others or search the internet before speaking to a midwife, our groups are watched over by moderators who do their best to ensure that misinformation isn't spread within the groups and that anybody who needs directing towards specific guidance is pointed in the right direction. The moderators are volunteers who are also due a baby within that month. **Media -** Mentions in the media are vital to keep the Kicks Count name in people’s consciousness as well as introducing new people to the charity. In 2021 we featured in the following outlets: ITV’s Loose Women, Tyla, Daily star, Gov.uk, Mirror Online, Mail Online, RSVPlive, BBC, Irish Sun **Baby Show** - Kicks count was due to return to the Baby show in 2021 but because of contact with a positive covid case this needed to be postponed until 2022. Page 3 **KICKS COUNT** ## **REPORT OF THE TRUSTEES FOR THE YEAR ENDED 31 DECEMBER 2021** ## **FUNDRAISING** Fundraising continued to be a challenge in 2021 as events were not back up to full capacity. We continued to operate our raffles and lotto which provided a small but steady income. Recycling has previously been a popular fundraising method but many recyclers needed to scale back their operations, although this still generated the largest single donations. ## **FUTURE PLANS** With the rollover of 2021 plans, there is lots in the pipeline for 2022! One of the key focuses of 2022 will be reducing inequality in pregnancy outcomes particularly for black and Asian Women. - For babies of black and black British ethnicity, stillbirth rates were 7.23 per 1,000 births - For babies of Asian and Asian British ethnicity, stillbirth rates were 5.05 per 1,000 births - For babies of white ethnicity, stillbirth rates were 3.22 per 1,000 births We will create projects that will help reduce this disparity. We also hope to restart our rainbow baby project that had to be halted in 2021 as funds were focused on our core activities. In 2022 we hope to get more fundraisers on board as fundraising events get back up and running. With the covid pandemic dominating the last 2 years we hope 2022 will be the year we can get fundraising back on track and extend our activities beyond the core elements. While the core elements will have a steady impact on the stillbirth and neonatal death rate, with our focused projects we can make that impact far more significant. Page 4 klCk5 COI, REPORTOFTH£TRi15TEES FOR THE IE.4R E%DEDJI DECEIIBEA 2021 STATEME￿ OF TRI'STEFS RESPONSIBILftlES Tr* tru5trts ¥¢ rry¥x75ibk Trusttts. Ann￿￿ •MI finwKiol sthtfflients in V4ith ¥yplicabk lav* rryulah)ns I'niknl .Iirouming il nited KiThgth)m Genenll% .1¢￿Tted Thc lth •pplKknk" ￿ th•iueJ in ErglThl M"alt5 f¢4Uifts the rytrart flir ¢&h finJniial >¢ar *hich Eiie • •rMI fair iicx of ts x*e of affaiTJ of ¢P•TTh ¥hl of tr I￿￿nIn￿ re%Mwre5 WKI JppliLTliI)n of . olwi'e tht ryiT*ipleJ in ts Clwrtie5 q)RPfFRS 102 . W1￿h¢1 ArffTrlicabk hm¢ di￿k)￿￿ ?￿d planrd in fIF￿•￿ A*rrn I hr iru%tsr% vt fv Ictprn8 rE((rth th* dI￿K￿¢ Thith ff&xirtxNt jt any iimr th¢ fin4N4J rxmtiiim oltht th￿ts knl ￿￿¢ th* ts •x(Wmts *ith tk ('hutiliM Ail 101 l. th¢ (knvii) IA￿￿1¥ RcrrfF41 ReyulatMTh •bJ the d¢rd Th¢> wr *lf4) f&*p¢W￿1bIe r( l¢¥uwdJn8 ihe Df •hd f4r Kmtniiim and th***INCOME FROM**
Donations received
Charitable activities
2
Investment income
3
**Total**
**EXPENDITURE ON**
Raising funds
**Charitable activities**
Charitable activities
Governance costs
Other resources expended
**Total**
Net income/(expenditure) and net movement
in funds
**NET INCOME**
**RECONCILIATION OF FUNDS**
**Total funds brought forward**
**Total funds carried forward**|**Unrestricted**
**funds**
**£**
**36,990**
**75,607**
**-**
**112,597**
**23,953**
**82,144**
**9,646**
**-**
**115,743**
**(3,146)**
**(3,146)**
**6,908**
**3,762**|**2021**
**Total**
**funds**
**£**
**36,990**
**75,607**
**-**
**112,597**
**23,953**
**82,144**
**9,646**
**-**
**115,743**
**(3,146)**
**(3,146)**
**6,908**
**3,762**|2020
Total
funds
£
47,285
97,137
2| |---|---|---|---| ||||144,424
38,365
94,287
10,370
281| ||||143,303
1,121| ||||1,121
5,787| ||||6,908| Page 7 KICKS COUNr BAiAYCE SFIEET AT 31 DECE￿ffBER 2021 2021 T•t*J fuDd$ 2020 ToTal fund5 U*rtslrkted fll*ds Nol¢s FIXED ASSETS Tangible assets 225 225 450 22S 225 4iO CURRE￿ ASSETS C&sh ot bank 3.4J7 6.458 NET ASSETS 3.762 3.762 TOTAL FUNDS 3.762 3.762 6.W8 The fjnancial stsiemthts were apFwvcd bv ¢h¢ Bo¥d of Tnts*eson.. .. aThJ MeT¢ st￿￿ OTh its ￿h￿rb>.: J Rae. Tr￿tre Pag¢ 8 **KICKS COUNT** ## **NOTES TO THE FINANCIAL STATEMENTS FOR THE YEAR ENDED 31 DECEMBER 2021** ## **1. ACCOUNTING POLICIES** ## **Basis of preparing the financial statements** The Charity has prepared the financial statements in accordance with Accounting and Reporting by Charities: Statement of Recommended Practice applicable to charities preparing their accounts in accordance with the Financial Reporting Standard applicable in the UK and Republic of Ireland (FRS 102) (effective 1 January 2019) in preference to the Accounting and Reporting by Charities: Statement of Recommended Practice issued on 1 April 2005 which is referred to in the extant regulations but has since been withdrawn. Kicks Count meets the definition of a public benefit entity under FRS 102.The financial statements are prepared on a going concern basis under historical cost conventions, modified to include certain items at fair value. The financial statements have been prepared on a receipts and payments basis, in accordance with the Charities Act 2011. The financial statements are presented in pound sterling (£) which is the charity’s functional and presentation currency. ## **Incoming resources** **Activities for generating funds** Income from shop sales, fundraising events and recycling are all included when receivable. ## **Investment income** Investment income is accounted for on a receivable basis and this covers interest and dividends. ## **Donations and grants** Income from donations and grants, including capital grants, is included in incoming resources when these are receivable, except as follows: - When donors specify that donations and grants, including capital grants, are for particular restricted purposes, which do not amount to pre-conditions regarding entitlement, this income is included in incoming resources of restricted funds when receivable. ## **Resources expended** Expenditure is accounted for on a payment basis and has been classified under headings that aggregate all cost related to the category. Where costs cannot be directly attributed to particular headings, they have been allocated to activities on a basis consistent with the use of resources. ## **Tangible fixed assets** Depreciation is provided at the following annual rates in order to write off each asset over its estimated useful life. Computer equipment - 33% on cost Fixtures and fittings - 33% on cost ## **Taxation** Kicks Count is an exempt charity within the meaning of schedule 3 of the Charities Act 2011 and it is considered to pass the tests set out in Paragraph 1 Schedule 6 Finance Act 2010 and therefore it meets the definition of a charitable company for UK corporation tax purposes. ## **Fund accounting** General funds are unrestricted funds which are available for use at the discretion of the trustees in furtherance of the general objectives of the charity and which have not been designated for other purposes. Restricted funds are subjected to restrictions on their expenditure imposed by the donor or which have been raised by the charity for particular purposes. The cost of raising and administering such funds are charged against the specific fund. Page 9 **KICKS COUNT** ## **NOTES TO THE FINANCIAL STATEMENTS FOR THE YEAR ENDED 31 DECEMBER 2021** ## **2. CHARITABLE ACTIVITES** |**2. CHARITABLE ACTIVITES**||| |---|---|---| |Fundraising events
Shop income
**3.**
**INVESTMENT INCOME**
Deposit account interest
|**2021**
**£**
**40,483**
**35,124**
**75,607**
**2021**
**£**

**-**

**-**|2020
£
48,068
49,069| |||97,137| |||2021
£

2| |||2| ## **4. EMPLOYEES AND KEY MANAGEMENT** The average number of employees during the year was 2 (2020 - 2). The key management personnel of the charity comprise the trustees and the Chief Executive Officer. The total remuneration of key management personnel during the year was £37,080.00 (2020: £37,080.00). ## **5. TRUSTEES' REMUNERATION AND BENEFITS** There were no trustees' remuneration or other benefits for the year ended 31 December 2021 nor for the year ended 31 December 2020. ## **Trustees' expenses** There were no trustees' expenses paid neither for the year ended 31 December 2021 nor for the year ended 31 December 2020. Page 10 **KICKS COUNT** ## **NOTES TO THE FINANCIAL STATEMENTS FOR THE YEAR ENDED 31 DECEMBER 2021** ## **6. TANGIBLE FIXED ASSETS** |**6.**|**TANGIBLE FIXED ASSETS**||||| |---|---|---|---|---|---| |||**Fixtures and**||**Computer**|| |||**fittings**||**equipment**|
**Totals**| ||||**£**|**£**|**£**| ||**COST**||||| ||At 1 January 2021
|**2,772**||**10,344**|**13,116**| ||Additions
||-|-|-| ||Disposals
||-|**-**|**-**| ||At 31 December 2021
|**2,772**||
**10,344**|**13,116**| ||**DEPRECIATION**||||| ||At 1 January 2021
||-|
**9,894**|**9,894**| ||Charge for the year
||**-**|**225**|**225**| ||At 31 December 2021
||**-**|**10,119**|**10,119**| ||**NET BOOK VALUE**||||| ||At 31 December 2021
|
|-
|**225**

|**225**

| |
|
At 31 December 2020
||-|450|450| |**6.**|**MOVEMENT IN FUNDS**||||| |||||**Net**|| |||||**movement in**|| |||**At 1.1.21**||**funds**|**At 31.12.21**| ||||**£**|**£**|**£**| ||**Unrestricted funds**||||| ||General fund
|**6,908**||**(3,146)**|**3,762**| ||**Restricted funds**||||| ||||**-**|**-**|**-**| ||Bradford fund||||| ||**TOTAL FUNDS**|**6,908**||**(3,146)**|**3,762**| ||Net movement in funds, included in the above are as follows:||||| |||**Incoming**||**Resources**
|**Movement in**| |||**resources**||**expended**|**funds**| |||**£**||**£**|**£**| ||**Unrestricted funds**||||| ||General fund|**112,597**||**(115,743)**|**(3,146)**| ||**Restricted funds**||||| ||Bradford fund|**-**||-|**-**| ||**TOTAL FUNDS**|**112,597**||**(115,743)**|**(3,146)**| Page 11 **KICKS COUNT** ## **DETAILED STATEMENT OF FINANCIAL ACTIVITIES FOR THE YEAR ENDED 31 DECEMBER 2021** |**INCOME**
**Voluntary income**
Donations received

**Activities for generating funds**
Fundraising events
Shop income
**Investment income**
Deposit account interest
**Total incoming resources**
**RESOURCES EXPENDED**
**Costs of generating voluntary income**
Generating voluntary income
**Fundraising trading: cost of goods sold and other costs**
Purchases
Fundraising costs
**Charitable activities**
Telephone
Postage and stationery
Advertising
Consultants
**Support costs**
**Management**
Rent
Wages
Social security
**Finance**
Bank charges
**Other**
Sundries
**Depreciation**
Depreciation




|**2021**
**£**
**36,990**
**36,990**
**40,483**
**35,124**
**75,607**
-
**112,597**
**3,541**
**7,719**
**12,692**
**20,411**
**2,072**
**14,676**
**2,022**
**3,718**
**22,488**
**-**
**58,834**
**338**
**59,172**
**259**
**-**
**225**





**484**|2020
£
47,285
47,285
48,068
49,069
97,137
2
144,424
6,312
16,141
15,912
32,053
1,262
17,866
5,052
6,080
30,262
-
60,472
1,830
62,302
58
-
1,664
1,722| |---|---|---| |||| Page 12 **KICKS COUNT** ## **DETAILED STATEMENT OF FINANCIAL ACTIVITIES FOR THE YEAR ENDED 31 DECEMBER 2021** |
**Governance costs**
Accountancy and Legal & Professional Fees
**Other resources expended**
Other expenses
**Total resources expended**
**Net (expenditure)/income**|**2021**
**£**
**9,646**

**-**
**115,743**
**(3,146)**|2020
£
10,370
281
143,302
1,121| |---|---|---| Page 13