Charity

Read for Good is proud to say that with funding from National Book Tokens, they will give out 1500 National Book Tokens to children in local schools. Read for Good wants to make reading accessible to all children who may not normally go into a bookshop or think about buying a new book. This partnership gives children the opportunity to enter a bookshop with the knowledge that they can pick a book that they would like to read.

The Yellow-Lighted Book Shop is excited to be part of this project,

‘As booksellers, we know the importance of reading. We also know that children love books – but there are systematic obstacles that can make reading a difficult habit to nurture. 

The National Book Tokens Project helps tackle all these, and we are delighted to be taking part in this pilot.

We will be creating pop-up bookshops in schools, which will be giving time for students and staff to explore and discover a range of new titles – and everyone will have £10 to spend so they all get to take a new book home at the end of the day. 

The Project gives us a chance to help schools create reading communities, with all the social and educational benefits which come from that.

Simply giving books away is easy, but meaningless. This is an opportunity to put reading centre stage in schools, creating an energy and excitement around reading which has the potential to materially improve the lives of everyone involved.’

The schools taking part in this fantastic project are Hesters Way, Nailsworth Primary, 

Cirencester Kingshill, Sir William Romney, St Mary’s, Willow Primary, and

Callowell Primary.

Phil Smith is the Head of English at Cirencester Kingshill School, 

‘All of us at Cirencester Kingshill are thrilled to be involved in the Brilliant Bookshop Experience through National Book Tokens and Read for Good. 

It is such a wonderful, generous project, allowing students to independently select a book that piques their individual tastes and interests. We wholeheartedly believe that reading for pleasure has huge benefits to our students’ academic ambitions, their ability to empathise with others, and their emotional well-being;  we hope that for some of our students, this project might just be the spark that ignites a lifelong love of reading.  We would like to thank National Book Tokens and Read for Good for involving Cirencester Kingshill in such an ambitious, important and joyful experience.’

The book tokens have been kindly designed by Sarah McIntyre, a British-American illustrator and writer of children’s books and comics.

A new report from Together for Short Lives, the UK’s children’s palliative care charity, shows that in many places across the UK, families caring for seriously ill child cannot access the palliative and end of life care they need:
Only a third of local areas in England are meeting the required standard for 24/7 end of life care for children at home.

The postcode lottery is being driven by workforce shortages, inconsistencies in the way support is planned and funded by local NHS and council bodies, and an estimated £295m children’s palliative care funding gap in England.
As it launches its Short Lives Can’t Wait campaign, Together for Short Lives is calling for the UK’s governments, NHS bodies and local authorities to take immediate action for the UK’s 99,000 seriously ill children and their families.

The charity’s new report Short Lives Can’t Wait: the State of Children’s Palliative Care in 2024 identifies huge differences across the UK in the way children’s palliative care is planned, funded and provided.
Of particular concern is children and families’ access to end of life care at home, 24 hours a day, seven days a week, provided by nurses and supported by advice from consultant paediatricians specially trained in paediatric palliative medicine.

The charity found that this standard is met in just a third (30%) of NHS integrated care board (ICB) areas in England, with nearly a half (47%) partially meeting it and one quarter (23%) not meeting it at all.
The 24/7 end of life care at home standard is not met at all in Northern Ireland and only in a minority of areas in Scotland and Wales.

The charity has identified the three main factors causing this postcode lottery: funding gaps, workforce shortages and a lack of leadership and accountability from the UK and devolved governments. For example, in England alone, the gap in NHS children’s palliative care funding across hospital, community and children’s hospice services in England will be £295 million in 2024/25.

NHS community children’s nurses (CCNs) are critical in supporting parents to provide 24/7 palliative care to children at home. For safe staffing levels to be met, 4,960 CCNs would be working in England, yet only 902 CCNs are currently employed by the NHS. In Wales, an additional 208 are needed.
Andy Fletcher, Chief Executive of Together for Short Lives, said: “It is unacceptable that families of seriously ill children are not getting the palliative and end of life care they need because of where they live. This is care that is clearly set out in standards, guidance and even the law.

“Time is short for seriously ill children and their families. They cannot wait months for the next election, the next spending review, the next set of planning guidance. Neither should they have to rely on the generosity of the public to access the care they need, much of which is provided by the voluntary sector. We would not accept maternity services relying on donations when a child’s life begins, so why do we accept this for palliative care when a child’s life ends?

“The UK’s governments must fill the funding gap, invest in education and training and hold local NHS bodies and councils to account. Failure to act will not only continue to put added strain on struggling families but will also continue to waste NHS money, at a time when it cannot afford to do so, through avoidable hospital admissions.”
For dad Jim, from Eltham in London, the issues the report identifies are having a very real impact on his life as his 17-month-old son Jaxson’s primary carer. Jaxson has Hyperplastic Left Heart Syndrome and a very rare genetic disorder called Mowat-Wilson Syndrome. Since he was referred for palliative care in September last year, Jaxson was also referred to their local NHS community nursing team but is yet to receive a visit. According to Jim, if it weren’t for Demelza Children’s Hospice, they would be completely on their own.

“I’ve ended up doing my own research and reading the NICE guidelines to understand which care we should be receiving. Things just don’t seem to match up. There seems to be a disconnect between what should be done, and what is being done.”

Jim’s biggest issue recently has been trying to find the syringes he needs to deliver Jaxson’s oral medication. The family were advised to re-use the syringes, sterilising them between each use, but they don’t administer the medicine as smoothly once they are reused and this can exacerbate Jaxson’s reflux.
“It is a constant battle, but it shouldn’t be. We tried the health visitor, pharmacy, nursing team, continuing care team, GP, we even walked into A&E.”

It was only after Jim spoke at a recent All-Party Parliamentary Group for Children Who Need Palliative Care event that he finally saw progress on the syringes Jaxson needed, thanks to NHS officials in attendance. Yet despite their efforts, the syringes they received weren’t the right ones and the family are still waiting.

“I am grateful for the help, but it shouldn’t have taken me going to an event in parliament for this to happen, and it’s not a long-term change to the system or to the other care Jaxson is supposed to have. We also really need to see that same urgency for the thousands of families like mine who aren’t getting the support they need and who don’t have the opportunity to go to parliament and speak directly to MPs.”

Jim has written an open letter to the Prime Minister Rishi Sunak and is asking others to sign and join Together for Short Lives’ Short Lives Can’t Wait campaign.

Andy Fletcher, Chief Executive of Together for Short Lives added: “It’s heart-breaking to hear from parents like Jim, who are struggling every day because the system that is supposed to care for them isn’t able to. Those in power must take action to make things better now, because children like Jaxson cannot wait any longer.”

The essential work carried out by charities is dependent on public donations. Therefore, an important part of most charities’ marketing and fundraising strategy is utilising ambassador connections to help spread the work of their unique mission.  

A badly managed relationship can be more of a hindrance than a benefit, and this article touches on the important aspects of good quality relationships. 

Athletes are commonly asked to become charity ambassadors, and it is a relationship that can be of mutual benefit when managed correctly. The charity will benefit from the athlete, because any successful athlete will have a large following from a strong fan base. The athlete will benefit from the charity, because it will be perceived as positive to followers that the athlete is willing to give up their time to support a charity.  

Jessie May, a charity that supports children and young people with at-home nursing and respite care, recently appointed Laura Tomlinson as their ambassador. Currently Jessie May supports around 190 children and their families across the southwest.  

Jessie May has been providing free specialist at home care since 1996, but without the help of ambassadors such as Laura Tomlinson, raising much needed awareness and donations, they wouldn’t be able to continue this essential service. 

Laura Tomlinson is a double Olympic medallist and is a well-known athlete in the equestrian sector with a large following across her social media platforms. Laura has both Instagram and Facebook, with a total of 45,000 followers across both platforms. This substantial following provides Laura with a powerful voice to reach more people and address topics she holds close to her.  

Laura is a proud ambassador for children’s hospice at home charity, Jessie May. As a mother of four, Laura understands the importance of the work that Jessie May does for the children and families they support. The connection between Laura and the charity was based initially on her instinct as a mother, being moved by the stories of Jessie May’s children and their families. Laura hopes to widen the audience that Jessie May currently has by leveraging her platform as an international athlete.  

“I am so delighted to be an ambassador for Jessie May and to support the incredibly important work they do. The support they provide to children and their families through such difficult times is invaluable. I hope that with this partnership, I can help widen Jessie May’s audience so that more people can see and support their wonderful work.” 

Jamie Whear, Interim Head of Communications at Brooke spoke about the importance of their company’s relationship with influential figures. Brooke works closely with Olympic Dressage rider Charlotte Dujardin, who is their Global Ambassador.  

“Having relationships with these influential public figures is beneficial and important to us. They have helped us through attending and speaking at events, fundraising, and sharing stories about our work on social media. This has helped Brooke reach thousands of new people that we would never have reached without their help.” 

Athletes can be particularly effective ambassadors for charities for several reasons: 

1. Broad reach: Athletes have a broad reach and appeal to diverse audiences. They have a large following on social media platforms, and their involvement in charity events can generate significant media coverage. 

2. Inspirational role models: Athletes are often seen as role models and can inspire others to get involved in charitable causes. They can encourage people to make a positive impact in their communities, whether through fundraising or volunteering. 

3. Personal connections: Athletes often have personal connections to the causes they support. For example, a soccer player might support a charity that focuses on providing opportunities for underprivileged youth to play sports. 

4. Credibility: Athletes can lend credibility to a charity and its cause. Their involvement can signal to the public that the charity is legitimate and trustworthy. 

5. Fundraising: Athletes can help raise significant funds for charities through events such as charity matches, auctions, and fundraisers. They can use their platform to encourage others to donate to the cause. 

A key factor for success in an athlete/charity is a genuine link between the star and the charity’s mission. The athlete needs to have a passion and belief in the work the charity does.  

In January 2023 Ovarian Cancer Action began working with Beth Mead as one of the charity’s ambassadors. Beth Mead is a professional football player having been part of the Lionesses victory at the 2022 Euros.  

The facts about ovarian cancer; 

-Ovarian cancer is the UK’s deadliest gynaecological disease, claiming the life of another woman in the UK every two hours. 

– Ovarian cancer kills more women in the UK than womb, cervical, vulval and vaginal cancers combined 

-Ovarian cancer can affect women of all ages 

-One in four women mistakenly think their smear test will detect the disease 

-Symptoms are often mistaken for less serious conditions like IBS 

With facts like these it’s so important for the charity to raise awareness and empower people to take action. The large following that celebrities, athletes and TV personalities have can be a massive help to inform people of the issue and what the charity is doing about it, such as research into better tests and treatments that could be lifesaving.  

Beth Mead became an ambassador for Ovarian Cancer Action in January 2023 after her mum unfortunately passed away from the disease.  

“I first teamed up with Ovarian Cancer Action when I designed a Christmas Card and wanted to donate to a charity. It was a nice introduction to Nick and the team. My mum was a part of the Christmas Card process and helped with the design and the chosen charity. As mum’s condition became worse, our family became so aware of the reality for women with ovarian cancer and the need for more research to help women like my mum. It is still a fatal cancer disease. The stats that I now know are terrifying and also very sad for anyone with ovarian cancer to cope with. When mum passed away, the first thing I decided was that I wanted to help Ovarian Cancer Action in my mum’s memory. I wanted to do something good to help raise awareness but more importantly to raise money for research so that we can find a cure for ovarian cancer. I’m delighted to be able to help through things like Walk In Her Name and other great things that Ovarian Cancer Action have planned for me. As an athlete, or indeed any person with a social presence, it’s important that we use our profile for good. I receive so many requests to support charities and it’s just impossible to do this. I made the decision that my time would be best spent working with one charity and as Ovarian Cancer Action is so close to my heart, I was delighted they also wanted me to work with them. I look forward to the day when we have a cure for ovarian cancer to ensure other women live a long life and other families do not have to endure the pain we did when we lost my mum. All of my work with Ovarian Cancer Action is for my mum, and I know she would be proud of me for being an Ambassador”. 

Nick Wright is Head of Brand and Marketing, Ovarian Cancer Action 

“Only 44% of women diagnosed with ovarian cancer live beyond five years. So, sadly, the number of spokespeople living with the disease is very low. We rely on friends and family who have lost loved ones to speak out, and celebrities and sportspeople, with those authentic stories, give us huge reach and visibility that we wouldn’t normally achieve. 

Working with Beth has been massive for us. When we met, we knew her mum had advanced ovarian cancer, and the prognosis was not good. So, while the opportunity to work together was exciting, our priority was Beth and her family, and to ensure she felt supported and there was no pressure. 

While there’s such huge potential for a partnership with a celebrity like Beth and the platform and profile they have, this often spawns from a tragic and difficult situation. Sadly, Beth’s mum passed away in January 2023, and Beth admirably focused her time on working with us, creating a fundraising page for her mum, and officially becoming an Ambassador for Ovarian Cancer Action.  
 
Everything came together quickly, and the response to the partnership was incredible. But we were and are very aware that Beth is grieving and will have good days and bad days. We will check in with her team around what she’s comfortable doing and if we ever need to change or slow down on something. We care about her and her family, so we want to make sure we’re here for them, as well as helping her and her family do something rewarding and memorable to honour her mum. The impact of having Beth as our Walk In Her Name Captain has been amazing. We’ve raised over £190k and counting (over double what we raised in 2022), and the stories we’ve seen and tributes to mums, daughters, sisters and Beth’s mum have been wonderful. And it’s been great to hear the impact that has had on Beth and her family, and how the women’s football community – clubs, supporters, players – has rallied behind this. That’s energised Beth to want to keep doing more to support, because she can see the impact it makes on communities and what we can do with the money – scientific research, awareness, and vital information. Demonstrating that impact is vital to a great relationship, showing how meaningful her contribution is to the organisation, to supporters. It means the world to us, and we’re so proud to have Beth on our team.”  

Motives for other potential ambassadors don’t have to be a personal connection; being an ambassador is about supporting a cause you feel strongly about and would like to help. 

To conclude here are our top 3 tips on becoming an ambassador for a charity and how to pick yourself a new ambassador: 

1. Approach a charity that you feel a strong connection towards 

2. Use your social media presence to promote the charities work and events 

3. Be passionate and enthusiastic about the charity’s cause 

Top 3 Tips on picking a new ambassador; 

1. Look for someone that has a large following on their social media 

2. Choose someone that shares your charity’s values and goals 

3. Find someone that has a connection to the charity in some way