Saying Goodbye

What Saying Goodbye does

Saying Goodbye is the primary operational division of Mariposa International (The Mariposa Trust), a UK-registered charity (charity number 1151108, company number 8241785) founded in 2012 by Zoe Clark-Coates MBE and Andy Clark-Coates following their personal experience of baby loss. The organization provides free remembrance services, peer support, counselling referrals, and information resources to individuals and families affected by the loss of a baby at any stage of pregnancy, at birth, or in infancy, serving tens of thousands of people each month across the UK, Ireland, France, and the United States. Its core offerings comprise 20+ annual in-person remembrance services at cathedrals, minsters, and abbeys; an online services portal for global participation; a befrienders network; a published content library including books and a podcast (Life & Soul with Zoe Clark-Coates on Acast); and resource distribution to NHS Trusts and employers via a dedicated Hospital and Medical Relationship Team.

The underlying technology is a low-complexity web platform: a CloudFlare-fronted WordPress-style website (sayinggoodbye.org), a separate online services portal (online.sayinggoodbye.org), Mailerlite email newsletters, social media channels (Facebook, Instagram, X, YouTube, Pinterest), and the Acast podcast network. There is no proprietary software product, AI/ML capability, or data flywheel; technology is used as a distribution and engagement layer over human-led services. Revenue is donation-based, sourced from individual donations (one-time, regular giving, legacy), corporate donations and sponsorship (Metropolitan Police, Deloitte, TJX Europe, Mediaport Solutions), fundraising event participation (Mariposa Ball & Awards, Race for Love, Jump for Love, Wax for Love, Snowballs, Mariposa 250), and merchandise sales via the Mariposa Store and charity single 'Symphony of Light'. All remembrance services are free to attend. The charity is a non-investment-funded non-profit, volunteer-led in operations, and the primary growth lever is policy influence rather than commercialization, exemplified by the founder's co-authorship of the Government Pregnancy Loss Review (73 recommendations accepted July 2023) and the resulting Baby Loss Certificates now operational in England, Scotland, and Northern Ireland.

Name

Saying Goodbye

Legal name

Mariposa International (The Mariposa Trust)

Website

https://sayinggoodbye.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Saying Goodbye, the primary division of UK charity Mariposa International, provides free remembrance services, peer support, counselling referrals, and information resources to families affected by baby loss, serving tens of thousands across the UK, Ireland, France, and the US.

Ownership category

akta.pro rank

Product category

Baby Loss Bereavement Support Services

NAICS

Other Individual and Family Services (624190)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Bereavement & Grief Support Services (Hospice-Affiliated/Independent) (HLADAHAL)

akta.pro secondary industries

Bereavement & Grief Support Services (Family Aftercare) (HSABAFAI), End-of-Life Emotional & Spiritual Support (Chaplaincy/Counseling) In-Home (HSABAFAH)

Keywords

• Baby loss support
• Bereavement services
• Remembrance ceremonies
• Grief counseling
• Pregnancy loss advocacy

Headquarters

HQ city

Stratford-upon-avon

HQ country

United Kingdom

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: One-time and regular donations from individuals who support the charity's work. Regular giving via standing order enables strategic planning. Donations can be made through JustGiving, PayPal, or postal cheque.
2. Corporate Donations and Sponsorship: Financial contributions from companies, including payroll giving schemes and in-kind services. Major corporate supporters have included The Metropolitan Police, Deloitte, TJX Europe (TK Maxx and Homesense), and Mediaport Solutions (Corporate Supporter Award 2026).
3. Fundraising Event Participation: Revenue generated from participants in events including Race for Love (runs, marathons, cycling), Jump for Love (skydiving), Wax for Love, Snowballs (local Christmas balls), and bake sales. Each participant raises funds through sponsorship.
4. Legacy Giving: Donations received through legacies included in supporters' wills, providing long-term sustainable funding for the charity's ongoing operations.
5. Merchandise Sales: Sales through The Mariposa Store (mariposastore.org) including the Christmas charity single 'Symphony of Light' featuring Abby Scott, available on iTunes, Apple Music, Amazon Music, Google Play, and Spotify.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

Saying Goodbye provides free bereavement support, remembrance services, and information resources to anyone who has lost a baby at any stage of pregnancy, at birth, or in infancy. Core services include in-person remembrance services at cathedrals across the UK and internationally, online virtual remembrance gatherings, a Befrienders peer-support service, counselling and therapy referrals, and an extensive library of articles, books, and The Life & Soul Podcast. The charity also delivers fundraising event programmes (Mariposa Ball, Race for Love, Jump for Love) and runs the Mariposa Awards and the Global Baby Loss Alliance advocacy initiative.

Product overview

Saying Goodbye is the primary division of Mariposa International, a UK-based charity providing comprehensive baby loss support services. The organization operates as a unified support ecosystem combining direct services (remembrance ceremonies, counselling referrals, befrienders, and social media support), annual fundraising events (Mariposa Ball, Jump for Love, Race for Love, Wax for Love, Snowballs), educational publications (books by Zoe Clark-Coates including Saying Goodbye, The Baby Loss Guide, Beyond Goodbye, and Pregnancy After Loss), media content (The Life & Soul Podcast), and advocacy initiatives (Global Baby Loss Alliance, Baby Loss Certificate campaign). Since 2012, over 270 remembrance services have been held across the UK, North America, Ireland, and France, with tens of thousands of people accessing support services each month. The organization also runs the annual Mariposa Awards recognizing excellence in bereavement care.

Differentiator

Problem solved

Functional benefit

Brands

• Mariposa Ball and Awards: Annual flagship fundraising ball and awards ceremony recognizing excellence in bereavement care from across the NHS and society.
• Mariposa Awards
• Mariposa 250
• Race for Love
• Jump for Love
• Wax for Love
• Snowballs
• Global Baby Loss Alliance
• Life & Soul Podcast

Products and services

• Saying Goodbye Remembrance Services In-person remembrance services held at cathedrals, minsters and abbeys across the UK, North America, Ireland, and France, allowing bereaved families to formally remember babies lost at any stage of pregnancy, at birth, or in infancy. Services are free to attend, require no tickets, and include candle lighting, music, poetry and acts of remembrance.
• Online Remembrance Services Virtual remembrance gatherings hosted at online.sayinggoodbye.org that allow people around the world to collectively remember lost babies and children by lighting candles in their homes, regardless of location.
• National Candle Lighting Event Annual event where candles are lit in remembrance of babies lost, enabling families who cannot attend cathedral services to honour their babies from home.
• The Life & Soul Podcast Ongoing podcast hosted by grief expert Zoe Clark-Coates MBE featuring conversations with celebrities and friends about life stories, loss, and resilience, distributed via Acast and available on all major podcast platforms.
• Mariposa Ball & Awards Annual flagship fundraising ball and awards ceremony held at the Landmark Hotel, London, featuring entertainment, auctions, and the Mariposa Awards recognising excellence in bereavement care from across the NHS and society. Includes corporate table sponsorships and individual tickets.
• Mariposa Awards Annual awards programme recognising excellence in care and support of bereaved families, with categories for midwives, OBGYNs, bereavement teams, employers, community care, and lifetime achievement. Nominations are open to the public.
• Jump For Love National skydiving fundraising event with tandem and individual skydives at airfields across the UK, plus a zip-line alternative, raising funds in memory of babies lost during pregnancy and at birth.
• Race for Love Sports-based fundraising challenge incorporating runs, cycling events, swims, walks, and Tough Mudder activities, with the charity securing places at major UK races including Great Birmingham Run, Great Manchester Run, Great North Run, Windsor Half Marathon, and Great South Run.
• Wax for Love Fundraising campaign in which participants get sponsored to wax various parts of their body to raise money for the charity.
• Snowballs Local Christmas balls organised by local fundraisers or fundraising groups to raise regional profile and funds for the charity.
• Mariposa 250 Major fundraising challenge mobilising 250 people across the UK to undertake fundraising activities representing the 258,000 babies lost each year.
• Befrienders Service Peer support service in which trained volunteers provide one-to-one befriending support to those experiencing baby loss.
• Counselling & Therapy Professional counselling and therapy services provided or facilitated by the charity for bereaved families, including signposting to free therapy options.
• Baby Loss Information Hub Comprehensive online resource covering every category of baby loss including early miscarriage, late miscarriage, recurrent miscarriage, ectopic pregnancy, gestational trophoblastic disease, stillbirth, neonatal loss, termination of pregnancy due to fetal anomaly, going into hospital, and medical terms.
• We Get It Resource Center Collection of poems, quotes, articles, heart-story interviews, and letters to Saying Goodbye providing comfort and connection for those experiencing grief.
• Saying Goodbye (book) Book by founder Zoe Clark-Coates providing guidance and personal support for those affected by baby loss.
• The Baby Loss Guide (book) Comprehensive guide by Zoe Clark-Coates helping parents navigate the practical, emotional, and procedural aspects of baby loss.
• Beyond Goodbye (book) Book by Zoe Clark-Coates exploring life after baby loss and the longer journey of grief and recovery.
• Pregnancy After Loss (book) Book by Zoe Clark-Coates providing support and guidance for navigating pregnancy after experiencing a previous loss.
• Symphony of Light (charity single) Christmas charity single featuring Abby Scott, distributed on iTunes, Apple Music, Amazon Music, Google Play, and Spotify via The Mariposa Store.
• Global Baby Loss Alliance International advocacy initiative bringing together experts, governments, NGOs, and frontline personnel to collaborate on best practice, clinical advancements, and certification schemes for baby loss globally.

Quantifiable outcome

• Over 270 remembrance services conducted since 2012
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered flagship, core and minor.

• OK MagazineflagshipGTM or Marketing Partner · 13 March 2027OK Magazine is a partner for the Mariposa Ball & Awards 2027, the charity's flagship annual fundraising event. The partnership provides media coverage and celebrity engagement for the event held at the 5-star Landmark Hotel in London.
• Baroness Floella Benjamin DBEcoreStrategic or Co-development PartnerWorked with Baroness Benjamin for over 7 years on the campaign for Baby Loss Certificates. Baroness Benjamin requested a meeting following Zoe's BBC Breakfast appearance in January 2017 and tirelessly campaigned alongside the charity. A Private Member's Bill was introduced in the House of Lords on 6 July 2017 calling for certificates for all pre-24-week baby losses.
• Department of Health and Social CarecoreStrategic or Co-development PartnerMariposa International holds Stakeholder status with the Department of Health, involved from grassroots in policies and decisions affecting baby loss care. Zoe Clark-Coates appointed to the Charity and Third Sector Expert Reference Panel for the National Maternity and Neonatal Taskforce.
• Global Baby Loss AlliancecoreStrategic or Co-development PartnerLaunched by Mariposa International in 2024 to bring together experts, governments, NGOs, and frontline personnel to collaborate and share best practice and clinical advancements in baby loss. Charity began engaging with officials in the United States and other nations to explore, advise on, and advocate for certification and better support globally.
• Samantha Collinge RMcoreStrategic or Co-development PartnerLead Bereavement Midwife who co-chaired and co-authored the Government Pregnancy Loss Review alongside Zoe Clark-Coates. Together they have combined 60 years of professional experience plus lived experience of baby loss to propose 73 recommendations, all accepted by government.
• Various Baby Loss Research and Advice OrganizationsminorStrategic or Co-development PartnerThe charity is in partnership with other baby loss research and advice organisations to promote advances and options available to people affected by baby loss.
• Royal Colleges and Medical InstitutionscoreStrategic or Co-development PartnerDuring the Pregnancy Loss Review process, Zoe and Sam met with numerous Royal Colleges, NHS, GP's, Ambulance Services, charities, organisations, and medical institutions to explore clinical care, training, compassion, guidelines, protocols and more.
• The Metropolitan PoliceminorOthersAwarded Employer of the Year at Mariposa Awards 2026 for going above and beyond in support of employees through baby loss. Recognized alongside Deloitte as exemplary employers.
• DeloitteminorOthersAwarded Employer of the Year at Mariposa Awards 2026 for excellence in employee support through baby loss. Recognized alongside The Metropolitan Police.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Lullaby Trust: UK charity dedicated to preventing sudden infant death and supporting bereaved families. Overlapping segment on neonatal and infant loss with bereavement support services, NHS partnerships, and policy advocacy.
• The Miscarriage Association: UK charity providing support and information for those affected by miscarriage, ectopic pregnancy, and molar pregnancy. Direct peer addressing overlapping segments with helpline, peer support volunteers, and information resources similar to Saying Goodbye.
• Tommy's: UK pregnancy and baby loss charity funding research and providing pregnancy information. Larger organization with research focus but overlaps on miscarriage/pregnancy loss support services, NHS partnerships, and policy advocacy for safer pregnancies.
• Petals Charity: UK charity providing counselling for bereaved parents after pregnancy or baby loss. Direct peer offering professional counselling services - overlapping with Saying Goodbye's counselling referral pathway and targeting same NHS and parent segments.
• Sands (Stillbirth and Neonatal Death Society): UK charity supporting anyone affected by the death of a baby, with research, bereavement support, and advocacy. Most established and well-funded direct competitor in baby loss support, overlapping significantly on remembrance services, NHS partnerships, and policy advocacy.
• 4Louis: UK charity providing memory boxes and bereavement support to parents and families after the loss of a baby. Direct peer in baby loss remembrance and family support with NHS hospital distribution network.
• Aching Arms: UK charity supporting parents through baby loss with comfort item teddy bears and peer support. Smaller direct peer addressing the same bereaved parent segment with volunteer-staffed support model and donation-funded revenue.

Regional players

• Pregnancy After Loss Support: US-based nonprofit providing support and resources for women pregnant again after a loss. Regional peer addressing overlapping segment with online community and resources; comparable to Saying Goodbye's Pregnancy After Loss book and fertility segment.

Broad incumbents

• Cruse Bereavement Support: UK charity offering bereavement support across all types of loss including baby loss. Larger incumbent with generalist bereavement focus, broader volunteer network, and overlapping services for baby loss bereavement.
• March of Dimes: US nonprofit working on maternal and infant health including pregnancy loss, premature birth, and infant mortality. Larger incumbent with research focus and policy advocacy - comparable broad mission and international baby loss policy interest.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sayinggoodbyeuk
• YouTubeyoutube.com/sayinggoodbyeuk
• Facebookfacebook.com/sayinggoodbyeuk
• Instagraminstagram.com/sayinggoodbye_charity
• LinkedInlinkedin.com/company/mariposa-trust

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Saying Goodbye