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2022-12-31-accounts

REGISTERED CHARITY NUMBER: 1145073

REPORT OF THE TRUSTEES AND UNAUDITED FINANCIAL STATEMENTS FOR THE YEAR ENDED 31 DECEMBER 2022 FOR KICKS COUNT

KICKS COUNT

CONTENTS OF THE FINANCIAL STATEMENTS FOR THE YEAR ENDED 31 DECEMBER 2022

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 2022

The Trustees present their annual report together with the financial statements of the Charity for the year ended 31 December 2022.

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of Recommended Practice issued on 1 April 2005 which is referred to in the extant regulations but has since been withdrawn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 2022

OBJECTIVES AND ACTIVITIES

Summary of objects within governing document

movements.

-natal death rates?

In 2021 there were 2,628 stillbirths, an increase of 199 from 2020 when there were 2,429 stillbirths.

The stillbirth rate in 2021 was 4.2 stillbirths per 1,000 births compared with 3.9 in 2020; the stillbirth rate was above the fiveyear average in seven months of 2021.

In 2021, the monthly stillbirth rate increased for the majority of months compared with 2020, with the exceptions of March and April 2021; however, the 2021 monthly rates remain similar to pre-coronavirus pandemic levels.

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.

While there has been a steady decline in recent years this was the first increase. While not directly linked to the covid virus, it could be that the fear around attending hospitals, lack of face to face appointments and less interactions with a midwife lead to an increase in the stillbirth rate.

nts so important?

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 illbirth halved and, in

How do we do it?

We provide free resources to midwives.

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.

Our popular social media channels allow us to reach over 2 million people per week.

Articles in national press and online allow us to raise more awareness of Kicks Count and our work. - We work with a number of businesses that help us reach their customers with our message, as well as raising vital funds.

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 2022

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.

In 2022 Lisa Newhouse stepped down as General Manager.

Tracy Stratford began work as a fundraiser for Kicks Count. Tracy has previously worked for Kicks Count so it was great to welcome her back.

One of our key challenges in 2022 was to reduce the disparity in stillbirth rates among Black and South Asian communities. We did this in a number of ways-

maternal health outcomes in the UK. We ran a targeted Kicks Count campaign on their social media and offered free wristbands. We also have a Kicks Count dedicated page on their website.

We updated our posters. Our previous posters displayed a silhouette of a woman. However, not having all ethnicities represented can lead to symbo must somehow be unimportant.

, it is vital that all women feel able to engage with the information. Imagery is so important in conveying information. According to quicksprout, online content with images increases a view rate by 94% and posts with images produce 180% more engagement.

It is not enough to have an image of one pregnant woman as it may lead to apathy from a wide proportion of pregnant women who do not fully engage with it. Having a variety of images that represent a wide proportion of the population is likely to see an increase in the number of women engaging with it, and therefore lead reduction in the incidence of stillbirth. We have therefore created 6 new posters for midwives to order that best represents the people in her community. We will expand this to all our literature in 2023.

We increased the number of languages our literature was available in.

In 2022 we started another exciting project Count the Kicks and a representative from Google. The aim was to encourage US companies to ensure their baby movement information is the information it is correct. A few years ago Kicks Count had great success in encouraging UK companies such as Mothercare, Bounty, Babycentre.co.uk to update their information on babys movements so when their webpages were returned in searches the information is correct.

However many of the sites returned in google searches are US websites where the incorrect information is still prevalent. It is hoped this project will reduce the number of incorrect results and improve the stillbirth rate in the UK and worldwide.

FUNDRAISING

2021 saw a drop in income as the knock on effect of the covid pandemic was felt. It was hoped 2022 would be a better year but

We scaled back many of our activities as funds became extremely limited. In October we needed to pause delivery of our ave the funds. We posted about this on Instagram and Facebook and the response was incredible.

The post read:

been struggling since covid and while we hoped things would pick up when things got 'back to normal' they haven't. We have seen many of our favourite small business close down recently but remained optimistic that we could survive.

Page 3

KICKS COUNT

REPORT OF THE TRUSTEES FOR THE YEAR ENDED 31 DECEMBER 2022

bow appeal, developing our app and many others and were just keeping our core elements going, but we are now having to pause reinstate it as soon as possible.

We know times are hard for everyone with cost of living but if you can spare anything at all to help us continue to raise awareness of the importance of baby's movements and reduce stillbirth and neonatal death we would be so grateful.

You can donate via our website (link in bio) or by text

To donate by text please text KICKS LIT to 70660 to donate £3* or COUNT LIT to 70660 to setup a monthly donation of £3 you can change the amount by adding a different amount after KICKS LIT (eg KICKS LIT £5)

If you would like to set up your own fundraising event or would like to find out about other ways you can support us please email Tracy on fundraising@kickscount.org.uk

While we try and get things back on track please continue to share our posts across social media so any family or friends that may be pregnant can still get their information about baby's movements from our website.

*Text costs £3 plus network charge. Kicks Count receives 100% of your donation. Obtain bill payer's permission. Customer care 01483600828. Charity No 1145073.

** Join Kicks Count subscription program for £3 per month. Charity receives 100%. This is a subscription service, it will cost £3 per month until you reply with a "STOP" text. Customer care 01483600828. Char

We received lots of messages of support and donations. This meant we could reinstate the literature and reopen some of our paused projects.

There were lots of offers of fundraising support that we hope to capitalise on in 2023.

We received a long term offer of collaboration from Scarbutts printers who agreed to print 100,000 leaflets for us in 2023.

FUTURE PLANS

Update mobile app - In 2023 we hope to develop the app to make it more of a pregnancy app instead of solely a kick counting app. People that download a Kick Counting app already have some awareness of the importance of fetal movement or have heard of Kicks Count. By making the app more widely appealing with general pregnancy information we hope it will be downloaded more widely and we can reach more people who would not otherwise have been aware of the importance of fetal movement.

Offer wristbands free to priority groups The wri also act as a visual reminder of the importance of baby s movements. We would like to make these more widely available so will identify groups most at risk of stillbirth. These will include Black women, South Asian women, Teenage mums and people in deprived areas.

Rainbow Bundles In 2023 we will reinstate the Rainbow Project in a slimmed down form so they can be sent direct to the midwives rather than needing codes.

Focus on developing social media With the rise of social media we will need to further develop our social media presence. We will look at increasing our activity but also doing more links with celebrities and influencers. We will also do more targeted posts to priority groups.

Page 4

KIL KS foiiNT RF:POR'f OF TIIE'fRI15TEES FOR TIIE I'FAR FNDED JI DIC'EIIBER 2U22 STATENIENT Op TRIISTEES RESPONSIBILITIES TIIL laii Jpplirahlc 10 LhariliL5 in l.n8land and Walcs re4uirts Ihe Iruslccs 10 prcparc accourtlb lor carh finon£ial ) rLM)uriL.¥ ol'ihL unl%. lh￿ IruhlLLS arL riquirld ia= ob%L'ri¥ IIiL InLihod% und prin￿1p1￿5 trn IhL' C'hariiiL% %l)RP 11.'RS 1021.. mdkL judgLmilli% aiid llLX()uniing cs1iniJii% Ihai arc rm%(>nthlL' pNdLml'. iaii i%liiihLr Jpplicabl¥' acioiiiiiinB 519iidar(Ib IIJ%L t￿Lll li)11(>llLd. %ubjiXI 10 an) maicrsal dep￿tIre5 disclos¢d and prcpÉifL' lh¥ aici)Iinis on Ilii guing conc¢rn bosis unlLS5 il 15 inappropriail 10 pr¢sumL Ihai the Lharii) Ivill ¢oniinu¢ in OP¥raiion. ThL' Iru%iLts ari restK)nsiblc lor k¢¢ping pr()peT accouniing records Ihai disclose %%ith rea¥onablL accurnc? al an) lime thc finJDiial WSili(In ofilic Lh2rilN ond Lnablc IliLm 10 insurL Iliai IhL 2L¥oun15 compl) i¥iih the C'hariii¢s klLI 2011. the C-harii!. 1.4LLounis anJ RLPX)fisl Vie¥ulolii)115 20118 and IhL' pro¥isions of Ihc Iru51 del￿. ThL! are a150 r¢S￿￿$1b1¢ lor 59fLbTUL￿Jlllg Ilii &iSLlS uf lh¢ charii) and hcn¢¢ far taking reasonghle sl¢p5 for lh¢ prev¢niion Ithd detL*iion or rraud i+ t.102 ApproiLTrd b) ordcr of thL tx)ard ofirusices on............................................. Jnd SiBntd on IL% bchalf by.. Page 5

REPORT OF THE INDEPENDENT EXAMINER TO THE TRUSTEES OF KICKS COUNT FOR THE YEAR ENDED 31 DECEMBER 2022

I report on the accounts for the year ended 31 December 2022 set out on pages eight to fourteen.

Respective responsibilities of trustees and examiner

that an audit is

not required for this year (under Section 144(1) of the Charities Act 2011 (the 2011 Act)) and that an independent examination is required.

It is my responsibility to:

My examination was carried out in accordance with the General Directions given by the Charity Commission. An examination includes a review of the accounting records kept by the charity and a comparison of the accounts presented with those records. It also includes consideration of any unusual items or disclosures in the accounts, and seeking explanations from you as trustees concerning any such matters. The procedures undertaken do not provide all the evidence that would be required in an audit, and consequently no opinion is given as to whether the accounts present a

In connection with my examination, no matter has come to my attention:

have not been met; or

Mr Tom Mason, FCA LFM Chartered Certified Accountants The Stables 23b Lenten Street Alton Hampshire GU34 1HG

14/08/2023

Date: .............................................

Page 6

KICKS COUNT

STATEMENT OF FINANCIAL ACTIVITIES FOR THE YEAR ENDED 31 DECEMBER 2022

Notes
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
£
63,774
69,910
-
133,684
20,804
86,999
10,226
1,911
119,940
13,744

13,744
3,762
17,506		 Restricted
funds
£
2,115
6,306
-
8,421
2,460
3,296
-
-
5,756
2,665
2,665
-
2,665		 2022
Total funds
£
65,889
76,216
-
142,105

23,264
90,295
10,226
1,911
125,696

16,409

16,409

3,762
20,171
 2021
Totalfunds
£
36,990
75,607
-
112,597
23,953
82,144
9,646
-
115,743
(3,146)
(3,146)
6,908
3,762

Page 7

KII'IKS C()I'NT iI,11.ANCF.-SIIEET .IT JI DE('F.-%IB Tr.R Z1122 2022 2021 l.'nrestricled fuThd5 funJ5 Nolc5 FIIED,ISSF.TS 225 6&5 275 CIIRRENT.4SSETS L'&sh ai bank 2,665 19.516 3.)37 ET ASSETS 2.665 20,171 3.762 TOTAL FLNDS 17.506 3.762 "thi lill￿¢1￿1 %laiLm¢nt% iiirL approi'L= J RJ¥.'I'rusi¢¢ Pa&pe 8

KICKS COUNT

NOTES TO THE FINANCIAL STATEMENTS FOR THE YEAR ENDED 31 DECEMBER 2022

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.

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 2022

2. CHARITABLE ACTIVITES

2. CHARITABLE ACTIVITES
Fundraising events
Shop income
3.
INVESTMENT INCOME
Deposit account interest
 2022
£
39,737
36,479
76,216
2022
£

-

-		 2021
£
40,483
35,124
75,607
2021
£

-
-

4. EMPLOYEES AND KEY MANAGEMENT

The average number of employees during the year was 1 (2021 - 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 (2021: £37,080.00).

5. TRUSTEES' REMUNERATION AND BENEFITS

There were no trustees' remuneration or other benefits for the year ended 31 December 2022 nor for the year ended 31 December 2021.

Trustees' expenses

There were no trustees' expenses paid neither for the year ended 31 December 2022 nor for the year ended 31 December 2021.

Page 10

KICKS COUNT

NOTES TO THE FINANCIAL STATEMENTS FOR THE YEAR ENDED 31 DECEMBER 2022

6. TANGIBLE FIXED ASSETS

6. TANGIBLE FIXED ASSETS
Fixtures and Computer
fittings equipment
Totals
£ £ £
COST
At 1 January 2022
 2,772 10,344 13,116
Additions
 - 655 655
Disposals
 - - -
At 31 December 2022
 2,772
10,999		 13,771
DEPRECIATION
At 1 January 2022
 2,772
10,119		 12,891
Charge for the year
 - 225 225
At 31 December 2022
 2,772 10,344 13,116
NET BOOK VALUE
At 31 December 2022
 -
 655

 655


At 31 December 2021
 - 225 225
6. MOVEMENT IN FUNDS
Net
movement in
At 1.1.22 funds At 31.12.22
£ £ £
Unrestricted funds
General fund
 3,762 13,744 17,506
Restricted funds
South Asian Project
 - 2,665 2,665
TOTAL FUNDS **3,762 ** 16,409 20,171
Net movement in funds, included in the above are as follows:
Incoming Resources
 Movement in
resources expended funds
£ £ £
Unrestricted funds
General fund 133,684 (119,940) 13,744
Restricted funds
South Asian Project 8,421 (5,756) 2,665
TOTAL FUNDS 142,105 (125,696) 16,409

Page 11

KICKS COUNT

DETAILED STATEMENT OF FINANCIAL ACTIVITIES FOR THE YEAR ENDED 31 DECEMBER 2022

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
Computer costs
Exhibitions
Support costs
Management
Rent
Wages
Social security
Finance
Bank charges
Other
Sundries
Depreciation
Depreciation




 2022
£
65,889
65,889
39,737
36,479
76,216
-
142,105
4,535
9,831
8,898
18,729
1,696
12,568
2,470
8,306
9,330
5,434
39,804
-
46,030
2,985
49,015
1,251
-
225





1,476		 2021
£
36,990
36,990
40,483
35,124
75,607
-
112,597
3,542
7,719
12,692
20,411
2,072
14,676
2,022
3,718
-
-
22,488
-
58,834
338
59,172
259
-
225
484



Page 12

KICKS COUNT

DETAILED STATEMENT OF FINANCIAL ACTIVITIES FOR THE YEAR ENDED 31 DECEMBER 2022

Governance costs
Accountancy and Legal & Professional Fees
Other resources expended
Other expenses
Total resources expended
Net (expenditure)/income		 2022
£
10,226

1,911
125,696
16,409		 2021
£
9,646
-
115,743
(3,146)

Page 13