Alzheimers Dementia Support 'ADS'

What Alzheimers Dementia Support 'ADS' does

Alzheimers Dementia Support ('ADS') is an independent local charity registered in England (Company No. 07687060; Charity No. 1143867), founded in 2011 and headquartered at 38 Queen Street, Maidenhead, Berkshire. It provides in-person support services for people living with dementia, their carers, and family members across Windsor, Maidenhead, Ascot, Slough, Langley, and surrounding villages. The service portfolio comprises Connection Café support groups, Singing for Pleasure (three times weekly), Seated Exercise Classes, Moves and Grooves, the Out & About day-trip programme, one-to-one Dementia Advisor home visits, and Dementia Awareness Training for local organisations. The charity also publishes 'A Kid's Guide to Dementia' (paperback £4.99, Kindle £3.99) and operates a Maidenhead High Street charity shop.

The organisation is run by a small professional team supported by volunteers and unpaid trustees, with named staff including Chairman David Jannetta, Senior Dementia Advisor Terrie Hall, Dementia Service Advisor Rachel Spencer, Out & About Lead Sandra Williams, Shop Manager Cathy, and Volunteer Coordinator Dee Allgood. There is no proprietary technology platform; service delivery is community-led and venue-based, supported by digital channels including a website, blog, monthly newsletter, and social media presence across Facebook, LinkedIn, Instagram, and YouTube. In May 2025, ADS partnered with Delite Radio to launch 'Dementia Hour', a monthly national radio programme.

ADS receives no government funding and operates a diversified charitable income model: individual donations via Enthuse, PayPal, and JustGiving; charity shop retail sales at 75 High Street, Maidenhead; book sales via Amazon and the ADS website; legacy giving and funeral tribute funds via MuchLoved; affiliate revenue from Easyfundraising and Give as You Live; and a programme of fundraising events including the Summer Concert at Norden Farm Theatre, Reggae Nights, Sixties Night, and sponsored challenge events such as marathon runs and skydives (sample event yields: Reggae Night 3 raised £2,305; Sixties Night raised £2,000; Paris Marathon 2025 runner raised over £2,500). Services are provided free of charge to members, and the organisation holds Charity of the Year partnerships with Huntswood Golf Club, Muirhead Avionics, and Maidenhead Printing, alongside a referral relationship with the Borough of Windsor & Maidenhead Dementia Team.

Name

Alzheimers Dementia Support 'ADS'

Legal name

Alzheimers Dementia Support 'ADS'

Website

https://adscharity.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Alzheimers Dementia Support 'ADS' is an independent UK charity founded in 2011 that delivers in-person dementia support services — including support groups, singing and exercise classes, day trips, and home visits — free of charge to people affected by dementia and their carers across Windsor, Maidenhead, Ascot, Slough, and Langley.

Ownership category

akta.pro rank

Product category

Dementia Support Charity Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Home Health Care Services (8082), Services-Social Services (8300)

akta.pro industry

PRIMARYHLADAIAC

Alzheimer’s & Dementia-Specific Adult Day Programs

Healthcare & Life Sciences/Elder Care & Long-Term Care/Adult Day Health Care & Senior Day Care

SECONDARYHSABAGAF

Dementia & Alzheimer’s Respite Care

Home & Personal Services/Elder Care & In-Home Care Services/Respite Care Services

SECONDARYHLADACAI

In-Home Dementia Care Services (Specialized Personal Care)

Healthcare & Life Sciences/Elder Care & Long-Term Care/Memory Care (Dementia/Alzheimer’s) Communities

Keywords

• Dementia support services
• Community charity services
• Carer respite programmes
• Dementia awareness training
• Local health charity

Headquarters

HQ city

Maidenhead

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations: Charity receives monetary donations from the public. £10 buys refreshments for members at a service. £60 funds a home visit from two Dementia Advisors.
2. Charity Shop Sales: High Street Maidenhead charity shop sells donated goods including clothes, shoes, accessories, jewellery, books, bric-a-brac. Shop open Mon-Sat 09:00-17:00, Sunday 10:00-15:00 at 75 High St, Maidenhead.
3. Fundraising Events: Organised events including summer concerts, marathon runners, challenge events, Reggae Nights, and themed fundraising parties.
4. Book Sales: 'A Kid's Guide to Dementia' book sold as paperback (£4.99 + P&P) and Kindle (£3.99). 100% of profit goes directly to supporting those living with Dementia.
5. Legacy Giving: Legacy gifts in wills and funeral collections in memory of loved ones. Tribute funds can be set up via MuchLoved.
6. Easyfundraising & Give as You Live: Online shopping platforms where partner retailers donate a portion of purchases to the charity.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Alzheimers Dementia Support 'ADS' is an independent local charity providing free, in-person support services to people affected by dementia and their unpaid carers across Windsor, Maidenhead, Ascot, Slough, Langley and surrounding villages. Core offerings include peer support groups (Connection Café), therapeutic activities (Singing for Pleasure, Seated Exercise Classes, Moves and Grooves), social outings (Out & About Service), one-to-one dementia advisor home visits, and dementia awareness training for local organisations. The charity is entirely community-funded with no government funding.

Product overview

Alzheimers Dementia Support 'ADS' is a local independent charity providing a suite of in-person support services for people affected by dementia and their carers in the Windsor, Maidenhead, Ascot, Slough, and Langley areas. The service portfolio centres on peer support groups (Connection Café), therapeutic activities (Singing for Pleasure, Seated Exercise Classes, Moves and Grooves), and social inclusion programmes (Out & About day trips). ADS also operates a high street charity shop, publishes an educational book for children ('A Kid's Guide to Dementia'), hosts fundraising events including annual concerts, and delivers a radio awareness programme (Dementia Hour) in partnership with Delite Radio. The organisation additionally offers dementia awareness training to local businesses and organisations.

Differentiator

Problem solved

Functional benefit

Products and services

• Connection Café

Quantifiable outcome

• Charity receives no government funding — fully dependent on community donations and fundraising
• +3 more outcomes

Named customers3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered core and minor.

• Delite RadiocoreStrategic or Co-development Partner · 4 May 2025National digital radio station partnership to launch 'Dementia Hour', airing every 1st and 3rd Sunday of the month. The show covers dementia topics including diagnosis, caregiving, lived experiences, and prevention, with Q&A sessions. Promotes ADS mission nationally and provides a platform to reach families beyond the local area.
• AmazonminorChannel Partner/ Reseller/ DistributorAmazon marketplace used to sell 'A Kid's Guide to Dementia' book (kindle and paperback editions). 100% of profit goes directly to ADS.
• MuchLovedminorChannel Partner/ Reseller/ DistributorOnline tribute fund platform enabling funeral collections and personalised tribute pages in memory of loved ones, with donations directed to ADS.
• EasyfundraisingminorChannel Partner/ Reseller/ DistributorOnline shopping affiliate platform with over 6,000 partner retailers. A portion of purchases made through the platform is donated to ADS at no extra cost to shoppers.
• Give as You LiveminorChannel Partner/ Reseller/ DistributorOnline shopping affiliate platform. Shoppers choose ADS as their cause and partner retailers donate part of spending to the charity.
• JustGivingminorChannel Partner/ Reseller/ DistributorOnline fundraising platform used for creating personal fundraising pages for events and challenges in aid of ADS.
• EnthuseminorChannel Partner/ Reseller/ DistributorDonation platform used by ADS to receive and manage charitable donations and fundraising page contributions.
• Huntswood Golf ClubcoreChannel Partner/ Reseller/ DistributorAdopted ADS as Charity of the Year. Club members support ADS through fundraising activities. 'The Golf Club's support will have a significant impact on local Families dealing with Dementia.'
• Muirhead AvionicscoreChannel Partner/ Reseller/ DistributorAdopted ADS as Charity of the Year. Staff and members support ADS through fundraising events and activities.
• Maidenhead PrintingcoreChannel Partner/ Reseller/ DistributorAdopted ADS as Charity of the Year. Provides printing support and fundraising activities for the charity.
• Norden Farm TheatreminorChannel Partner/ Reseller/ DistributorMaidenhead venue hosting the ADS Summer Concert (September 26th). Venue provides facilities, ticketing and cafe bar. £19 per ticket with proceeds going to ADS.
• Maidenhead Conservative ClubminorChannel Partner/ Reseller/ DistributorLocal venue host for community fundraising events including Music for Memories and Reggae Nights.
• Berkshire Birds of PreyminorOthersSupportive organisation that participated in the Sixties Night fundraiser. Young volunteer Amelia raised £100 by selling pens in honour of her grandparent with dementia.
• Borough of Windsor & Maidenhead Dementia TeamcoreOthersHealthcare referral partner. 'We have a great relationship with the Borough of Windsor & Maidenhead Dementia team, with them referring people to us.'
• Amazon Wishlist supportersminorChannel Partner/ Reseller/ DistributorIndividuals and supporters purchase items from ADS Amazon Wishlist as gifts, delivered directly to the charity to support services.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Alzheimer's Research UK: UK's leading dementia research charity, funding scientific research into causes and treatments. Comparable in thematic adjacency — same disease focus and donor pool — but complementary rather than competitive given ADS's service-delivery versus research-fundraising model.

Direct peers

• YoungDementia UK: UK charity providing support specifically for people affected by young-onset dementia and their families. Comparable as a dementia-focused charity offering tailored services, though distinct in younger-beneficiary focus.
• Carers Trust: UK charity network providing support to unpaid carers, including those caring for people with dementia. Comparable because a core segment of ADS's beneficiaries are unpaid carers seeking respite, peer support, and guidance.
• Dementia UK: National UK charity providing specialist dementia nursing (Admiral Nurses) and family support. Closely comparable service model — providing direct one-to-one support to families affected by dementia — and competing for the same donor pool as ADS.

Broad incumbents

• Mind (UK mental health charity): Major UK mental health charity. Thematically related given dementia's psychological dimensions and overlap with mental wellbeing; competes for donor mindshare in the broader wellbeing/mental-health space.
• Age UK: UK's leading charity for older people, with local branches offering services that overlap with ADS's elderly-dementia focus. Comparable as a broader incumbent competing for the same elderly-services donor and volunteer pool.
• Alzheimer's Society: UK's largest dementia charity, providing nationwide information, support services, and campaigning. Directly comparable as a dementia-support charity competing for the same donor and beneficiary base, but at vastly greater scale and with national infrastructure.

Regional players

• Together Dementia Support (formerly Age Concern Cymru): Wales-based community dementia support charity offering in-person services such as singing groups and day activities. Closely comparable community-led, in-person dementia support model but operating in a different UK region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCVgxN10jBHwHB9vQUwx7wDg
• Facebookfacebook.com/AlzheimersDementiaSupport
• LinkedInlinkedin.com/company/alzheimers-dementia-support
• Instagraminstagram.com/adscharity

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Alzheimers Dementia Support 'ADS'