2. “All children have the right to information from a
variety of sources, especially to information
aimed at the promotion of his or her social,
spiritual and moral well-being and physical and
mental health.”
United Nations Convention on the Rights of the Child,
Article 17
3. The funding opportunity
• Poor economy and family law/mediation
sector in crisis, but……
• Wide and passionate concern for children
in sector
• New interest in marketing and outreach in
sector – need marketing ideas
• Everyone knows a ‘kid in the middle’ and
how horrible it can be
4. The vision
• More direct support for children in
separating families
• Less conflict in separating families
• Fewer severed family
relationships for children
after separation
5. What we will create
• On-line support at KidsintheMiddle.org.uk
• Materials to help lawyers and mediators
engage with schools – classroom activities,
assembly presentations
• Contribution by young people to the debate
about family separation – discussions,
meetings with influencers, video material
6. The website
• Children: it’s not your fault, you are not alone,
it’s OK to get help where you can get help
• Parents: see the child’s perspective, lower the
conflict if you need help, get it from
collaborative law, mediation etc.
• Build with Beat Bullying Group (Mindfull.org,
Beatbullying.org, TheFutureYour.org.uk)
7. What’s the funding for?
COST Average/year, 2014-
2016
Web development, branding, marketing, SEO 50,000
Videos of young people talking 7,000
Material for schools 2,000
Meetings for young people with influencers 2,000
Fundraising expert advice 2,000
Administer website 21,000
Management 35,000
Carry forward for next years 31,000
TOTAL 150,000
8. Appeal overview
• Founding Partners
• Appeal to all lawyers and mediators
• Larger donations for large law firms - Charity
of the Year.
• Create Fundraising Board.
• Desert trek by young people, summer 2015
9. Founding Partners
• 41 so far. Target 75 each year?
• Benefits:
– Brand association & cause related marketing opp
for firms adapting to change in market
– Sharing of marketing ideas between partners;
participation of marketing experts
– Materials for building links with schools
• Set minimum expected amount - £2000?
• Partners can engage for three years?
10. Founding Partners
• To raise £2000:
– Simple sponsored activity
– Give £100 and then ask people you know to follow you
– Target: 50 donations of £40 average
– Support and advice from KITM
• To create PR for your firm:
– Community events
– Outreach into schools
– These may raise money, but £2000 could be challenge
unless big event(s)
11. National event
Bethan’s 3 peaks in 3 days
• July 2014
• Appeal to every family lawyer & mediator (5000 of
them) for individual donation of £50-£100
• Invitation to Founding
Partners wanting a sponsored
activity: send someone to join
Bethan. Full support from
KITM with marketing.
12. Large firms
• Charity of the Year
• Large law firms have recently raised £30,000
in a year with these campaigns
13. Fundraising board
• 10 key influencers from the family
law/mediation sector
• Persuade more firms to back Kids in the
Middle
• Set them the target of £150,000/year
• Who should be on the board?
14. Desert trek
• With Junglemoon – treks and youth coaching
• 12 young people who have experienced
hardship
• Year-long programme – planning event, doing
trek, discussing issues
• Last year, 12 bereaved young people raised
over £100,000 for bereavement charities
• They designed and created on-line forum for
bereaved children
15. “Never doubt that a small group of thoughtful
committed citizens can change the world.
Indeed, it’s the only thing that ever has.”
Margaret Mead
