The Alannah and Madeline Foundation

What The Alannah and Madeline Foundation does

The Alannah and Madeline Foundation is an Australian non-profit charitable organisation founded in 1997 by Walter Mikac AM in response to the 1996 Port Arthur massacre, in which his daughters Alannah and Madeline were killed. Headquartered in South Melbourne with 11-50 employees, the foundation operates nationally across Australia to support children and young people aged 0-18 who have experienced violence, trauma, or bullying. Its mission is delivered through three program pillars: care programs (Buddy Bags, ATLAS, TRACS, Cubby House, Children Ahead), prevention programs (eSmart, Dolly's Dream), and advocacy (gun safety, digital rights, child and youth participation, children as victims of crime).

The foundation's core products combine direct service delivery with educational technology platforms. Buddy Bags provide physical care packages (135,000+ distributed cumulatively) to children escaping violent situations, while the eSmart suite includes the eSmart Digital Licence, eSmart Schools, eSmart Media Literacy Lab, eSmart Parents, and the annual National eSmart Week event. DigiTalk extends digital literacy resources directly to families segmented for children aged 0-10 and teenagers 11-18. The technology stack is primarily content- and curriculum-delivery oriented rather than AI-driven, with self-serve digital platforms distributed through Australia's K-12 school network.

The foundation's revenue model is donation-based, spanning individual giving (monthly donors, one-off tax-deductible appeals), corporate partnerships structured in four tiers (Impact, Official, Supporting, Community), philanthropy and bequests, and government grants (including a disclosed AUD $3,796,418 Australian Government grant in October 2022). Core programs are provided free to beneficiaries; fundraising activities include raffles and a virtual gift shop. Corporate partners include Wilson Security, Telstra, Myer Community Fund, Richmond Football Club, Choice Hotels, Campion Education, SEEK, Shoe HQ, Smiggle, and Yarra Valley Chocolate. The foundation is regulated by the Australian Charities and Not-for-profits Commission (ACNC) and adheres to Victorian Child Safe Standards and National Child Safe Principles.

Name

The Alannah and Madeline Foundation

Legal name

The Alannah and Madeline Foundation

Website

https://amf.org.au

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

The Alannah and Madeline Foundation is an Australian non-profit founded in 1997 that supports children and young people aged 0-18 experiencing violence or trauma through care programs (Buddy Bags, TRACS), prevention programs (eSmart, Dolly's Dream), and child safety advocacy, funded by donations, corporate partnerships, and government grants.

Ownership category

akta.pro rank

Product category

Child Welfare Services

NAICS

Child and Youth Services (624110), Social Advocacy Organizations (8133)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Child Protection & Child Rights (BPAGABAG)

akta.pro secondary industries

Youth Justice, At-Risk Youth & Violence Prevention Nonprofits (BPAGADAM), Maternal, Child & Family Health Program Funding (HLAJALAG)

Keywords

• Child safety services
• Digital literacy education
• Trauma support programs
• Child advocacy services
• Family violence prevention

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual Donations: Tax-deductible donations from individual supporters, including one-time gifts and monthly recurring donations. The foundation runs targeted appeal campaigns such as the June tax appeal featuring specific children like Rosie.
2. Fundraising Campaigns: Organised fundraising initiatives including raffle tickets, virtual gifts, and creative fundraising events for individuals, organisations and schools.
3. Philanthropy and Major Gifts: Structured philanthropy programs targeting high-net-worth donors and foundations, including gifts in wills (bequests).
4. Corporate Partnerships: Partnership arrangements with corporate sponsors at various tiers (Impact Partner, Official Partner, Supporting Partner, Community Partner) providing financial and in-kind support.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Alannah and Madeline Foundation is an Australian non-profit charitable organisation that provides care, prevention, and advocacy programs for children and young people. Its core offerings include Buddy Bags (essential items and teddy bears for children in trauma), the eSmart digital literacy and safety program for schools and families, trauma-informed support services for educators (ATLAS, TRACS, Cubby House, Children Ahead), and policy advocacy on gun safety, digital rights, and children as victims of crime. Programs are provided free to beneficiaries and funded through donations, corporate partnerships, and grants.

Product overview

The Alannah and Madeline Foundation is a non-profit organization offering a portfolio of care, prevention, and advocacy programs for children and young people. The core prevention offering is the eSmart program, which includes eSmart Digital Licence, eSmart Schools, eSmart Media Literacy Lab, eSmart Parents, and National eSmart Week events. Care programs include Buddy Bags, ATLAS, Trauma Consultancy Service (TRACS), Cubby House, and Children Ahead. The Foundation also runs advocacy programs focused on Gun Safety, Digital Rights, Child & Youth Participation, and Children as Victims of Crime. The organization also provides learning resources through DigiTalk.

Differentiator

Problem solved

Functional benefit

Brands

• eSmart: A prevention program that helps children be safe, smart and responsible in a digital world. Includes eSmart Schools, eSmart Digital Licence, eSmart Media Literacy Lab, and National eSmart Week.
• Dolly's Dream
• Buddy Bags
• ATLAS (A Trauma Lens Across Schools)
• Trauma Consultancy Service (Tracs)
• Cubby House
• Children Ahead

Products and services

• eSmart A comprehensive digital safety and media literacy prevention program that helps Australian children be safe, smart and responsible in the digital world. Delivered through schools, digital platforms, and parent resources; provided free to schools and families across Australia.
• Buddy Bags Bags filled with essential items and a teddy bear provided to children and young people experiencing trauma or escaping violent situations. Over 135,000 Buddy Bags have been distributed across Australia.
• ATLAS (A Trauma Lens Across Schools) A care program that helps schools identify and support students who have experienced trauma, providing a framework for trauma-informed practices across the whole school.
• Trauma Consultancy Service (TRACS) Support service for early childhood educators to better help children who have experienced violence to recover, heal and thrive. Has supported 3,500+ educators.
• Cubby House A therapeutic support care program for children who have experienced trauma or violence, helping them recover and heal.
• Children Ahead A care program supporting children experiencing family violence to help them recover, heal and grow.
• DigiTalk Digital literacy learning resources for Australian families to build essential digital skills and develop safe, strong digital citizens, with content for children aged 0-10 and teenagers 11-18.
• Gun Safety Advocacy Advocacy program fighting for gun safety and responsible firearms policies to prevent violence against children and young people.
• Digital Rights Advocacy Advocacy work protecting and promoting the digital rights of children and young people in policy and regulation.
• Child & Youth Participation Advocacy Programs that ensure children and young people's voices are heard in decisions that affect their lives, supporting child and youth participation in policy and advocacy.
• Children as Victims of Crime Advocacy Advocacy program supporting children who have been victims of crime and fighting for their rights within justice and child protection systems.

Quantifiable outcome

• 135,000+ Buddy Bags delivered to children in trauma situations
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered impact partner, core, official partner and community partner.

• Wilson Securityimpact partnerGTM or Marketing PartnerWilson Security is listed as an Impact Partner, representing the highest tier of corporate partnership. As a security company, their alignment with child safety mission creates meaningful brand association and potential employee engagement.
• Richmond Football ClubcoreGTM or Marketing PartnerMajor AFL club partnered with the foundation, leveraging their significant community following and supporter base to raise awareness and funds for child safety programs.
• Myer Community FundcoreGTM or Marketing PartnerMajor retailer through their community fund program supports the foundation's work, potentially including in-store fundraising and employee giving.
• Telstraofficial partnerGTM or Marketing PartnerTelstra is an Official Partner with alignment around digital safety given their telecommunications business. Partnership includes integration with DigiTalk digital literacy resources.
• Choice HotelscoreGTM or Marketing PartnerMajor hotel group partnered to support foundation programs, potentially through guest fundraising and employee engagement initiatives.
• Campion EducationcoreGTM or Marketing PartnerEducational resources supplier partnered with the foundation, with alignment to children and education focus of both organisations.
• Shoe HQcoreGTM or Marketing PartnerFootwear retailer partnered with the foundation through their Shoe HQ x Charities initiative, potentially including fundraising at point of sale.
• SmigglecoreGTM or Marketing PartnerStationery brand targeting young people partnered with the foundation, with alignment to child and youth demographics.
• Yarra Valley Chocolatecommunity partnerGTM or Marketing PartnerLocal chocolate company listed as Community Partner, supporting foundation work through community-level engagement and fundraising.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/alannahmadeline
• Facebookfacebook.com/AlannahMadelineFoundation
• LinkedInlinkedin.com/company/the-alannah-and-madeline-foundation
• Instagraminstagram.com/alannahandmadelinefoundation

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Alannah and Madeline Foundation