What Redkite does

Redkite is an Australian nonprofit charitable trust (ABN 65 104 710 787) established in 1983 that provides emotional, financial, and practical support to families of children aged 0–18 diagnosed with cancer. Services are delivered free of charge nationwide, anchored by what the organisation describes as the largest paediatric oncology social work team in Australia, and span from the point of diagnosis through up to 12 months post-treatment. The service portfolio includes tiered financial assistance (up to $750/year per family), bereavement support, the Dare to Dream Scholarship (up to $5,000 per teen), in-hospital music therapy delivered by Registered Music Therapists, diagnosis support packs ("Red Bags"), evidence-based programs such as the Cascade post-treatment course (UNSW partnership), and a Book Club of 80+ titles. The myRedkite online portal centralises service access — financial aid applications, support group registration, scholarship submissions, and resource libraries — supported by Salesforce for CRM, a fundraising portal (fundraise.redkite.org.au), and Microsoft Teams–facilitated online groups. Distribution combines digital self-service with embedded in-hospital social workers and music therapists at six major paediatric hospitals, complemented by regional offices in NSW, Queensland, Victoria, and Western Australia.

The business model is donation-funded rather than fee-based: revenue is generated entirely through individual donations (one-time and recurring), community fundraising events (runs, walks, head shaves, school fundraisers), corporate partnerships, workplace/payroll giving, and bequests/legacy giving. The flagship commercial relationship is Coles, which since 2013 has generated over $50 million through workplace giving, customer rounding-up, cause marketing, and the jointly branded Dare to Dream Scholarship program. Additional corporate and technology partners include SAP, JB Hi-Fi, BOC, Country Road, LiveChat, HelpDesk, and Camp Quality. The go-to-market is community-led: families are acquired via healthcare-worker referrals and hospital partnerships, while donors are acquired through fundraising events, corporate cause-marketing campaigns, and digital channels including organic social, email, the main website, and PR-driven storytelling. The organisation is led by CEO Monique Keighery (25-year tenure), employs 101–250 staff, and reported operational metrics in 2023 of 4,700 support-session hours, 11,500 information and counselling occasions, 1,560 families receiving financial support, and 760+ Red Bags delivered.

Name

Redkite

Legal name

Redkite

Website

https://redkite.org.au

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

101–250 employees

Short description

Redkite is an Australian nonprofit charitable trust, founded in 1983, that delivers free emotional, financial, and practical support to families of children aged 0–18 with cancer through the largest paediatric oncology social work team in the country, funded by donations and corporate partnerships led by Coles.

Ownership category

akta.pro rank

Product category

Childhood Cancer Family Support Services

NAICS

Voluntary Health Organizations (813212), Social Assistance (624), Other Individual and Family Services (624190), Child and Youth Services (62411)

SIC

Services-Health Services (8000), Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Rare Disease & Special Needs Support Organizations (BPAGACAM)

akta.pro secondary industries

Mental Health & Crisis Support Services (BPAGACAD), Mental Health & Crisis Support Services (BPAGAEAH)

Keywords

• Childhood cancer support
• Paediatric oncology social work
• Financial assistance families
• Bereavement support services
• Nonprofit charitable services

Headquarters

HQ city

Surry Hills

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Individual Donations: Redkite raises funds through one-time and recurring tax-deductible donations from individual supporters, driven by direct mail, email campaigns, and the website donate button.
2. Community Fundraising Events: Community members organize and participate in fundraising events (runs, walks, head shaves, bake sales, school events) through the Redkite fundraising portal, with the organization providing tools, templates, and support.
3. Corporate Partnerships: Long-term corporate partnerships with companies like Coles generate substantial fundraising contributions through workplace giving, cause marketing, payroll giving, and employee fundraising programs. Coles has raised over $50 million since 2013.
4. Bequests and Legacy Giving: Redkite encourages supporters to leave a gift in their will, providing a sustainable long-term revenue stream.
5. Workplace Giving and Payroll Giving: Companies enable employees to donate a portion of their pre-tax salary to Redkite through payroll giving programs.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Redkite is an Australian nonprofit charitable trust that provides free emotional, financial, and practical support services to families of children aged 0–18 diagnosed with cancer, from diagnosis through treatment and up to 12 months post-treatment. Services are delivered via the myRedkite online portal, telephone support line, in-hospital oncology social workers, registered music therapists, and community-based programs, and are funded entirely through donations and corporate partnerships.

Product overview

Redkite is a childhood cancer charity offering a portfolio of integrated support services for families of children aged 0-18 with cancer. The core platform is myRedkite, an online portal that provides access to all services. The service portfolio includes Financial Assistance (tiered support up to $750/year), emotional and counselling support, support groups (Coffee Catch Ups, Connect Groups, Bereavement groups), the Cascade Program (post-treatment support with UNSW partnership), and Kite for Kids (sibling support). Additional services include the Dare to Dream Scholarship (funded by Coles, up to $5,000 for teens), Red Bag diagnosis support packs, Music Therapy in hospitals, Story Beads, and the Book Club. Supporting tools include the KiteCrew App, WorkCompanion, CatNap (sleep/self-care), Refresh Kids' Eating, JobAccelerator, and Family Wellbeing & Transition Program. All services are free and confidential, available Australia-wide.

Differentiator

Problem solved

Functional benefit

Brands

• myRedkite: An online portal where families can access Redkite's support services including financial assistance programs, scholarship applications, and service management.

Products and services

• myRedkite Portal

Quantifiable outcome

• 4,700 support session hours delivered in 2023 alone, reaching thousands of families across Australia
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Seven partnerships are on record, tiered flagship / core and minor.

• Colesflagship / coreStrategic or Co-development PartnerSince 2013, Coles has partnered with Redkite as its major corporate partner, raising over $50 million to support thousands of families facing childhood cancer. Coles enables essential practical, financial, emotional, and mental health support through workplace giving, customer campaigns, Coles Express rounding-up programs, and the jointly branded Coles Dare to Dream Scholarship (over 541 scholarships worth $850,000+ awarded since 2013). Coles has been instrumental in funding Red Bags (diagnosis support packs) and financial assistance programs.
• SAPminorGTM or Marketing PartnerSAP is listed as a Redkite key partner, likely contributing through employee fundraising, workplace giving, or cause marketing activities.
• JB Hi-FiminorGTM or Marketing PartnerJB Hi-Fi is listed as a Redkite key partner, contributing through fundraising or cause marketing activities.
• BOC (BOC Limited)minorGTM or Marketing PartnerBOC is listed as a Redkite key partner, contributing through fundraising or cause marketing activities.
• MPA (Media Production Association)minorGTM or Marketing PartnerMPA is listed as a Redkite key partner.
• Camp QualityminorStrategic or Co-development PartnerCamp Quality partners with Redkite to provide holiday accommodation for families of children with cancer, offering a break from cancer treatment and an opportunity to reconnect and create memories together. Families can learn about Camp Quality programs through Redkite's events calendar.
• Country RoadminorGTM or Marketing PartnerCountry Road ran a 2020 face mask campaign where 100% of net proceeds were donated to Redkite, exemplifying their cause marketing partnership approach.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Young Lives vs Cancer (formerly CLIC Sargent): UK-based charity supporting children and young people with cancer and their families — directly comparable service model (financial, emotional, practical) but operating in a different geography.
• Kids Cancer Alliance: US-based nonprofit providing psychosocial support to children with cancer and their families — comparable wraparound service philosophy and beneficiary scope.

Emerging players

• Children's Cancer Institute: Australia's only independent medical research institute dedicated to childhood cancer — operates in the same disease area but on research rather than family-support services; potential research partner or adjacent brand.
• Pediatric Oncology Resource Team (PORT): Smaller peer organizations with similar childhood-cancer family support missions, useful as comparators for programmatic scope and scale benchmarking.

Direct peers

• Starlight Children's Foundation Australia: Australian charity focused on supporting seriously ill children and their families through hospital programs and wish-granting — directly comparable beneficiary base and hospital-embedded delivery model.
• Canteen Australia: Australian nonprofit focused on supporting young people (12–25) affected by cancer, including their own diagnosis or that of a family member — overlapping directly with Redkite's beneficiary population.
• Make-A-Wish Australia: Australian wish-granting charity for children with critical illnesses including cancer — comparable beneficiary focus, national footprint, and corporate partnership-driven funding model.
• Camp Quality: Australian children's cancer charity providing support programs and family experiences. Already partners with Redkite on holiday accommodation, indicating direct operational overlap and shared beneficiary base.

Broad incumbents

• Cancer Council Australia: Largest national cancer charity in Australia offering research, prevention, and patient support across all cancer types — overlaps with Redkite on family support and competes for the same donor pool.
• Ronald McDonald House Charities Australia: Major Australian charity providing accommodation and family support near children's hospitals — directly overlapping with Redkite's practical/financial support for families during treatment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/redkite
• LinkedInlinkedin.com/company/redkite
• Facebookfacebook.com/redkitecharity

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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

Frequently asked questions about Redkite