REGISTERED CHARITY NUMBER: 1145073
REPORT OF THE TRUSTEES AND
UNAUDITED FINANCIAL STATEMENTS FOR THE YEAR ENDED 31 DECEMBER 2024
FOR
KICKS COUNT
LFM Chartered Certified Accountsnts
The Stables
23b Lenten Street
Alton
Hampshire
GU23 IHG

KICKS COUNT
CONTENTS OF THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
Page
I to3
Report of the Trustees
Indcp¢nd¢nt Examin¢r's R¢port
Statement of Financial Activities
Balance Sheet
Notes to the Financial Stat¢m¢nts
7t09
Detailed Statement of Financial Activities
Ioto 11

KICKS COUNT
REPORT OF THE TRUSTEES
FOR THE YEAR ENDED 31 DECEMBER 21124
Tlie TTUStees present their annual report tobFether with the financial ststernent5 for the Charity for the year ended
31 December 2024.
The Charity has prepared ihe financial statements in accordance with Accounting and Reponing by Charities..
Statement of Recommended Practice applicable to chariiies preparing their accounts in accordance with the
FinanLial Reporting Standard applicable in the UK and Republic ol. Ireland IFRS 102) (elYe¢tive l January 2019)
in piefeienLe to the ALLounting and Reporting by Charities.. Stateinent ol. ReLominended PraLtice issued on I
April 2005 which ib iefetted to in the extant ie¥ulationb but has since been withdrdWTr.
Legal and administrative inforniation set out on the charity inforniation page fonns part of this report.
STRUCTURE. GOVERNANCE AND MANAGEMENT
Th¢ trust¢¢s hav¢ dcl¢gat¢d th¢ g¢n¢ral Nnning of th¢ charity to th¢ Chicf Ex¢¢utiv¢ who r¢ports r¢gularly to th¢
Chairperson and to the board of trustees on a biannual basis.
Elizabeth Hutton continues to act a5 CEO.
The charity has a general Manager who handles the day to day comrnunication, social media and volunteer
management. Both are employed by the charity.
REFERENCE AND ADMINISTRATIVE DETAILS
Rc2istered Charlty Dlumber
1145073
Registered Office
10 Thc Copse
Ripley
Woking
Surrey
GU32 6BN
Trustees
B Davies (Tieasurerl
J Rae (Chairperson)
V Cjroves
Independent Examiner
LFM Charteied Certified Accountants
The Stables, 23b Lenten Street
Alton
Hampshire
GU34 IHG
Bankers
HSBC
12A North Strcet
Guildfoid
Surrey
GUI 4AF
Chief Executive
Elizabeth Hutton
Page I

KICKS COUNT
REPORT OF THE TRUSTEES
FOR THE YEAR ENDED 31 DECEMBER 21124
Mission Statement
Kicks Couni aims ￿ reduce the UK'S shockingly high stillbirth and neonatal death rare by raising awareness of
baby's movements.
Current Statistics
There were 2,680 stillbirth5 in the UK in 2022 12,433 in England & Wale5,' 176 in Scotland; 71 Northetn
Irelat]d}.
In 2022, around l in every 250 pregnancies ended in stillbirth with the stillbirth rate decreasing to 4.0 per
thousand births. This is Still a long way off the governments target of 2.6 per thousand births.
Approximatcly 8 babics wcrc qtillborn cvcry day in 2022.
Neonatal Deaths
111 2022, 1924 babies died in their first 28 days of life in the UK, a neonatal mortality rate of 2.9 death5 per 1,000
live birth5, an increase from 2.7 deaths per 1,000 live birth5 in 2021.
FOT every 1,000 babies bom, nearly 3 died within 28 days in 2022 in the UK.
lrnport&n£e of Baby Movements
Around half of wornen who expeiience stillbitth noticed a reduction in fetsl movement prior to diabTnosib.
A decrease in fetal moveinent can be a warning sigt] of di5tre5s, wheTe early deliN'ery could save neaTly a third of
stillborn babie5.
Causes of reduced movement include oxygen deprivation, cord compression, failing placenta, and smoke
inhalation.
The Confidential Enquiry into Stillbirths and Deaths in Infancy identifjed a lack of prompt management of
reduced fetal movement as a contributing factor to stillbirth.
A 'Kicks Count, campaign in Norway halved stillbirth rates. Similarly, a UK awareness campaign in the 1980s
reduced sudden infant death rates by 701..
Aetlvltles
Midwife Resources.. Free distribution ol. trifold leaflets, posteis, bannets, and other resources to midwives.
Leaflets ale a versatile and effective tool for raising awareness about important issues like fetal movements- and
the risks absociated with Teduced fetal activity.
Web5lte.' The website PTovide5 updated Info[n￿tion on fetal movement and pregnancy, complementing
healthcare professional advice.
Social Mcdia.. Social media enhances Kicks Count's efforts by reaching a broad audience, providing cost-
cffcctivc promotion, facilitating community building, and cnabling dircct cngagcmcnt. Throu￿ cducational
content, targeted eampaigns, and real-time interaction, social media helps raise awareness atx)ut fetal movements
and stillbirth prevention, ultimately contributing to reducing stillbirth and neonatal death rates.
App.. Free mobile app helps wornen track baby movements and identify changes in pattems.
Structure
Th¢ trustees have delegated the general running of the Charity to the Chief Executive, who reLX)rts regularly to the
Chairperson and the board of trustees biannually.
Chief Executive
Elizabeth Hutton continues to serve as CEO. In 2023, she was awarded an OBE in the Kin¥'b New Yeai's Htsnours
list for her WOTk in education and the prevention of stillbirth.
Page 2

KICKS COUNT
REPORT OF THE TRUSTEES
FOR THE YEAR ENDED 31 DECEMBER 2024
Focus in 2024
Distribution of..
oi'er 13,000 leaflets and fetal movement infornmtion packs to maternity units across the UK.
310 Posters
3250 stickers
-1200 Matetnity Note inbert5
Operation of our social media platfoTms
account wa5 set up ready for gr0￿h in 2025
Our web5lte had I13k new visitors. The page receiving the most hits was about feeling movements with an
allterior placenta. In 2024 we paid for Access to sort our google ad5 account so we could maximise the SIO,000 a
month grant from googlc. This saw 77k ncw vi%itor% finding us through googlc.
Facebook Iiad 454k followers and Instagrarn had 70K. A tiktok
LookiDg forward
The charity laced financial challenges in 2024, in line with many other small charities, due to the ongoing Lost of
living Liisis, iisiiig inflatiun. and their subbe4uent impact oil donatiun levels. Huwevei, 2025 has show
encouraginbT signs of recovery, with increabed contributions from both cotporate donors and iiidividual supporters.
At the beginning of the year, the charity undertook an opeTational restructurit]g aimed at enhancing the delivery of
its charitable activities. This included enhanced collaboTation Mqth local organisations to streamline operations and
optimise both the utilisatiot] and inflow of donations.
STATEMENT OF TRUSTEES RESPONSJBILTIES
The trustees are responsible for preparing the Trustees, Annual Report and the financial statements in accordance
with applicable law and regulations and United Kingdom Accounting Standards {Uniied Kingdom Generally
Accepted Accounting Praciice).
The law appliLable tts ¢haTities in England and Waleb rtquiies the trustees to prepare accounts foi each financial
year which giye a true and fair view of the State of affair5 of the charity and of the incoming resources and
application of resources of the charity for that period. In preparing these accounts, the tnjstees are required to-.
select suitable accounting policies and then apply them consistently:
observe the methods and principles in the Charities SORP IFRS 102};
Inake judgeinents and accountii)g estimates that are reasonable and prudent;
state whethei applicable ac¢ountii)g Standaids have been followed, subject to any material departures disclosed
and explained in the financial statements
prepare the account5 on the ¥Foing conceTn basis unles5 It is inappropriate to presume that the charity will
continue in operation.
The tnLStees are re%ponsible for keeping proper accounting records that di.%close with reasonable accuracy at any
tim¢ th¢ financial position of thc charity and ¢nabl¢ th¢m to cnsurc that th¢ accounts comply with th¢ Chariti¢s Act
2011, the Charity (Accountq and Reportql Regulations 2a08 and the provisions of the trust deed. They are also
responsible for safeguarding the assets of the charity and hence for taking reasonable steps for the prevention and
detection of fraud and other irregularities.
Approved by order of the board of trusiees on .
2.tsli.o/2.)....
and signed on its behalf by..
g rLg-0-
J ilae- Trustee
Page 3

INDEPENDENT EXAMINER'S REPORT TO THE TRUSTEES OF
KICKS COUNT
FOR THE YEAR ENDED 31 DECEMBER 2024
I report on the accounts for the year ended 31 December 2024. which are set out on pages live to eleven.
Respective resp0Th5ibilitie5 of tru5tee5 and examiner
The charity's trusteeb ale iesponsible for the prepardtion of the accounts. The charity's trustees consider that an
audit is not iequired for this year {under Section 14411) of the Charities Act 201 I (the 2011 Act)) and that an
independent exarninatioll 15 required.
It is my Tesponsibility to..
Examine th¢ accounts under S¢ction 145 of the 2011 Act.
Follow the procedure laid down in the General Directions given by the Charity Commission (under Section
145{5}Ibl of the 2011 Act.
State whether particular Matters have come to my attention.
Basis of the iDdependeDt examiMer's report
My examination was ca￿led out in accordance ￿'1th the General Diiections ￿￿en by the c.harity Commission. An
examination includes d review of the aLLouritinsy [eLuids kept by the chdiity and a conipaiisun of the accounts
presented ￿th those record5. It also includes consideration of any uiiusual items or di5c105ures in the account5,
and seeking explanation5 from you as tru5tee5 concen]ing any 5ucli i]]atte15. Tlie procedures undertaken do not
provide all the evidence that would be Tequired in an audit, and consequently no opinion is given as to whether the
accounts present a 'trne and fair view, and the report is limited to those matters set out in the statements below.
Independent examiner 5 statement
In connection with my examination, no ￿￿tter lias corne to iny attention..
{1) which gives me reasonable cause to believe that. in any material respect, the requirements
To keep accounting records in accordance with Section 130 of the 2011 Act,. and
To PTepare accounts which accord with the accounting records and to comply with the accounting
requirement5 of the 2011 Act
have not been met. or
{2) to which, in my opinion, attention should be diaTh￿ in OTder to enable a piopei understandin¥ of the accounts
to be reached.
FloAo-
Thomas Mason FCA
LFM Cl)artered Certilied Accountants
The Stables
23b Lenten Street
Alton
Hampshire
GU34 IHG
Date.. 26 October 2025
Page 4

KICKS COUNT
STATEMENT OF FINANCIAL ACTIVITIES
FOR THE YEAR ENDED 31 DECEMBER 2024
2024
Total
funds
2023
Total
fund5
Unrestrlcted
funds
Restrlcted
funds
Notes
INCOMING RESOURCES
Donations ieLeived
Charitable activities
Investment income
37,928
30,896
251
37,928
30,896
251
63,744
76,820
336
Total incoming resources
69.075
69,075
140,900
RESOURCES EXPENDED
Raising funds
Charitable activitie5
Chaiitable activities
Governance costs
Other resources expended
9,089
9,089
29,586
76,301
9.545
3J20
1.061
77,362
9,545
3,320
78,936
10,356
6,545
Total resources expended
98,255
1,061
99,316
125,423
NET INCOMEI(EXPENDITURE)
(29,1801
11,061)
(30,2411
15,477
RECONCILIATION OF FUNDS
Totsl funds brought fonvard
32,584
3,064
35,648
20,171
TOTAL FUNDS CARRIED FORWARD
.1,404
2,003
5,407
35,648
Page 5

KICKS COUNT
BALANCE SHEET
AS AT 31 DECEMBER 2024
2024
Total
funds
2023
Total
fund5
Unrestrlcted
funds
Restrlcted
funds
Notes
FIXED ASSETS
Taiigible assets
1.704
1,704
2.105
CURRENT ASSETS
Cash at bank and on hand
1,700
2.003
3.703
33,543
3,404
2,003
5,407
35,648
NET ASSETS
3,404
2,003
Fu￿Ds
Unrestricted funds
Restricted ￿ndS
3,404
2,003
32,584
3,064
TOTAL FUNDS
5,407
35,648
The financial statements were approved by the Board of Trustees on
2.ts/ i.o)/2..)...
and were signed on its
J Kae -'1 tustee
Page 6

KICKS COUNT
NUTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
ACCOUNTING POLICIES
AccouNtinuF convention
Th¢ Charity has pr¢par¢d the financial stst¢m¢nts in ac¢ordan¢¢ with Accounting and R¢porting by Charitics..
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 IFRS 102) {effective l January
2019} in preference to the Accounting and Reporting by Charities.. Statement of Recommended Practice issued
on l April 2005 which is referred to in the extant regulations bui has since been withdrawn.
Kicks Count meets the definition Lif a public benefit entity under FRS 102. The financial statements are
prepared on a going concern basis under hisiorical cost conventions, modified to include certain items at fair
value.
The financial statements. have been piepared on a ieceipts and payments basis, in accordance with tl)e Charities
Act2011.
The financial statements are present in pound sterling (£1 which is the Charitys functional and presentaiion
currency.
Incoming resources
Activities for generating fuThd5
Income from shop sales, fundraising events and recycling are all included when receivable.
Investment income
Invebtment income 15 aCCOUllted for on a receivuble basis and thi5 covers interest and dividends.
DoNation5 and uwrant5
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 capitsl gTants, are for particular restricted PUTP05es,
which do not amount to pre-conditions regaTding entitlement, this income is included in incorning resources of
re%tricted fund￿ when receivable.
Resource5 expended
Expeiiditure is dLCOUnted for on a payment basis and has been classified under headings that a￿lE¥att all Costs
related to that category. Where costs cannot be directly attributed to particular headin¥s, they have been
allocated to activities on a basis consistent with the use of Tesources.
Tangible fixed assets
Depreciation is provided at ihe following annual rates in order to write off each asset over its estimated useful
life.
ComputeT equipment
Fixtures and fittings
33 /0 on cost
33 /0 on cost
Taxation
Kick5 Count is an exempt chaTity within the meaning of schedule 3 of the Charities Act 2011 and it is
considered to pass the tests set out in Paragraph I Schedule 6 Finance Act 2010 and therefore it meets the
dcfinition of a charitablc company for UK corporation tax purpo%es.
Fund accounting
General funds are unrestricted lunds w,hich are available for use at the discretion of the trustees in furtherance
of the geneial objeLtives of tl)e Cl)arity and which have not been designation for other putposeb.
Rcstrictcd fund% arc 8ubjcctcd to rc%trictions on thcir cxpcnditurc impo%cd by thc donor or which havc bccn
raised by the Charity for particular purposes. The Cost of raising and administering such funds are charged
against the specific fund.
Page 7

KICKS COUNT
NUTES TO THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 31 DECEMBER 2024
ACCOUNTING POLICIES- eontinued
PeThs1011 Costs and other p05t-retirement benefits
The ¢harity operates a defined contribution pension scheme. Contributions payable to the charity's pension
scheme are charged to the Statement of Financial Activities in the period to which they relate.
CHARITABLE ACTIVITIES
2024
2023
Fundraising events
Shop income
17,743
61,892
14,928
76,820
30,896
INVESTMEPIT 1Tr4COME
2024
2023
Deposit account interest
2S1
336
EMPLOYEES AND KEY MANAGEMENT
The average number of employees during the year was 112023 - 1}.
The k¢y mang¢m¢nt p¢rqi)nn¢l of th¢ Charity comprisc thc twstccs and thc Chi¢f Ex¢¢utiv¢ OtTic¢r. Th¢ total
remuneration of key management personnel during the year was £36,763 (2023.. £37,222).
TRUSTEES, REMUNERATION AND BENEFITS
TheTe ivere no trustees, TemuneratlOTI OT benefits foT their roles as trustees for the year ended 31 DecembeT
2024 nor for the year ended 31 December 2023.
Tru5tee5 expenses
There were no trustees, expenses paid for the year ended 31 December 2024 nor for the year ended 31
December 2023.
Page 8

KICKS COUNT
NOTES TO THE FINANCIAL STATEMENTS- CONTINUED
FOR THE YEAR ENDED 31 DECEMBER 2024
TANGIBLE FIXED ASSETS
Flxtures &
Fitting5
Comput¢r
Equipment
Totals
COST
At l January 2024
AdditiOllS
4,410
76
11,848
619
16,258
695
At 31 December 2024
4,480
12,467
16,953
DEPRECIATION
At l January 2024
Charge for the year
At 31 December 2024
3.313
ssl
10,840
545
14,153
1,096
15,249
3,864
11,385
NET BOOK VALUE
At 31 December 2024
622
1,082
1,704
At 31 December 2023
1,097
1,008
2,105
MOvEmE￿T IN Fu￿Ds
Net
movement
in funds
Atl.1.24
At31.12.24
Unrestrlctcd funds
General fund
32,584
{29,180)
3,404
Restricted funds
South Aqian Project
Other resitricted ￿ndS
2,528
536
(1,061)
1.467
536
TOTAL FUNDS
35,648
(30,241)
5,407
Net rnovement in funds, included in the ubove are as follows..
Ineoming
resources
Resourecs
expended
Movemcnt
in funds
Unrestricted funds
Geneial fund
69.075
{98.255)
(29,180)
Rtstrleted funds
Souih Asian Pioject
Other resitricted fvnds
(1,061)
{1,061)
TOTAL FUNDS
69,075
{99,316)
(30,241)
Page 9

KICKS COUNT
DETAILED STATEMENT OF FINANCIAL ACTIVITIES
FOR THE YEAR ENDED 31 DECEMBER 2024
2024
2023
1Tr4COME
Voluntary ineome
Donations received
37,928
63,744
37.928
63,744
Activities for generatiDg funds
Fundraising events
Shop income
17,743
13.153
61.892
14,928
30,896
76,820
InvestmeTht income
Deposit account interest
251
336
251
336
TOTAL INCOMING REOURCES
69,075
140.900
RESOURCES EXPENDED
Costs of generating voluntary income
Generating voluntary illcome
9,089
11,860
9.089
11,860
Fundraising trading: cost of good5 501d and otber costs
PuiLhdses
Fundraising costs
1,890
2.781
8.706
9,020
4,671
17,726
Charitable activities
Tclcphonc
PostabTe and stationery
Advertising
Consultants
Computer costs
Exl)ibitiOnS
856
4,320
1,848
6,600
17,392
4,912
1,496
9.888
5,187
7,636
12,555
4,952
35,926
41,714
Support Costs
Management
Wagcs
Sociul Security
36,763
37,222
3&763
37.222
Page 10

KICKS COUNT
DETAILED STATEMENT OF FINANCIAL ACTIVITIES
FOR THE YEAR ENDED 31 DECEMBER 2024
2024
2023
Finanee
Bank Charges
Other
Sundries
680
328
Depr¢¢i&tion
Depreciation
Covernanee costs
Accountancy and legal & professional fees
Other resources expended
OtheT expenses
1,096
1,037
9.545
10,356
1,544
5.180
TOTAL RESOURCES EXPENDED
99.310
125,423
NET INCOME/{EXPE￿DITURE}
(30,241)
15,477
Page 11