What Daniel Morcombe Foundation Inc. does

The Daniel Morcombe Foundation Inc. is an Australian non-profit foundation established in 2005 by Bruce and Denise Morcombe following the abduction and murder of their 13-year-old son Daniel in December 2003. Headquartered at Daniel House in Palmwoods, Queensland, the foundation provides free, curriculum-aligned child safety education to children from early childhood through Year 12, and operates the Walk Tall counselling service for young victims of crime. Its core programmes include Day for Daniel (Australia's largest national child safety awareness day, reaching 8,624 schools and 2 million people in 2025), Australia's Biggest Child Safety Lesson (ABCSL, viewed by 269,000+ students in 2025), the Adolescent Hub (launched February 2026 to address AI-facilitated online harm for 13-15 year olds), Bright Futures (targeting harmful sexual behaviour), and the Keeping Kids Safe resource suite (distributed over 60,000 times). The foundation's business model is donation- and sponsorship-funded, with revenue streams across individual donations, corporate sponsorships (The Good Guys, Murphy Group, Isuzu UTE, Gold Lotto, Freedom Fuels), merchandise sales, and event-based fundraising including Dance for Daniel galas, Walk for Daniel events, and Build It For The Kids charity home auctions with Murphy Group. It also pursues policy advocacy through the e-kidna Alliance (with Act for Kids and Bravehearts) and successfully championed Daniel's Law, passed by the Queensland Parliament on 30 October 2025 to establish a public child sex offender register. The organisation is patronised by former Queensland Police Commissioner Katarina Carroll APM and operates as a registered charity with 11-50 employees serving Australian schools, families, and young people exclusively.

Name

Daniel Morcombe Foundation Inc.

Legal name

Daniel Morcombe Foundation Inc.

Website

https://danielmorcombe.com.au

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

The Daniel Morcombe Foundation is an Australian non-profit founded in 2005 that delivers free, curriculum-aligned child safety education and victim counselling to Australian schools, families, and young people, funded by donations, corporate sponsorships, and events.

Ownership category

akta.pro rank

Product category

Nonprofit Child Safety Education

NAICS

Child and Youth Services (624110), Educational Support Services (611710)

akta.pro primary industry

Health, Safety & Hygiene Early Learning Content (EDAGACAH)

akta.pro secondary industries

Child Rights & Protection (BPADAGAG), Child Protection & Child Rights (BPAGABAG), Health Education & Parent Coaching (Sleep, Safety, Illness Management) (EDACAMAN), Infant & Toddler Health, Safety & Safeguarding Programs (EDACAGAL)

Keywords

• Child safety education
• Personal safety resources
• Nonprofit child protection
• Online safety education
• Counselling services

Headquarters

HQ city

Palmwoods, Queensland

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Fundraising: The foundation relies on public donations to fund its child safety education programs and counselling services. Donations support the delivery of free resources to schools and families across Australia.
2. Merchandise Sales: Sale of branded merchandise including t-shirts, wristbands, caps, stickers, and pens through the foundation's online shop to raise funds and promote awareness.
3. Event-Based Fundraising: Revenue generated from events including Dance for Daniel galas, Walk for Daniel community walks, and Build It For The Kids construction projects where proceeds support the foundation's work.
4. Corporate Partnerships and Sponsorships: Partnerships with corporate sponsors who provide financial support, in-kind donations, and promotional assistance in exchange for association with the foundation's child safety mission.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Daniel Morcombe Foundation provides free personal child safety education to children and young people across Australia to prevent abuse and promote lifelong health and wellbeing. Its offerings include curriculum-aligned Keeping Kids Safe resources covering ages 0-18, Australia's Biggest Child Safety Lesson, the Adolescent Hub for online safety, the Bright Futures program addressing harmful sexual behaviour, the Walk Tall Counselling Service for young victims of crime, and the Day for Daniel national awareness event.

Product overview

The Daniel Morcombe Foundation provides a comprehensive child safety education ecosystem. The core programs include Day for Daniel (Australia's largest child safety awareness day), Australia's Biggest Child Safety Lesson (ABCSL - curriculum-aligned educational resources for ages 0-15), and the Adolescent Hub (resources for 13-15 year olds covering sextortion and AI-facilitated abuse). Supporting programs include Bright Futures (addressing harmful sexual behaviour), Keeping Kids Safe Resource Kits (over 20 videos and activities), and various specific resources like Challenges and Choices, That's Suss, Safe Bedrooms, Jelly Surprise, Wobbly Jelly, and Fact Sheets. The Foundation also offers Walk Tall counselling services for young victims of crime, advocates for Daniel's Law, participates in the e-kidna Alliance, and runs fundraising initiatives like Build It For The Kids. All educational resources are free and aligned with Australian Curriculum and Health Promoting Schools Framework.

Differentiator

Problem solved

Functional benefit

Brands

• Day for Daniel: Australia's largest national event dedicated to child safety education and awareness, held annually on the last Friday in October.
• Australia's Biggest Child Safety Lesson (ABCSL)
• Keeping Kids Safe Resources
• Bright Futures
• Walk for Daniel
• Dance for Daniel
• Build It For The Kids

Products and services

• Day for Daniel Australia's largest national event dedicated to child safety education and awareness, held annually on the last Friday in October. Promotes safer communities and empowers children to Recognise, React, and Report when they feel unsafe.
• Australia's Biggest Child Safety Lesson (ABCSL) Curriculum-aligned, evidence-informed child safety education program for ages 0-15, available live or on demand, with age-appropriate resources including early years, lower primary, upper primary, and adolescent content.
• Adolescent Hub A trusted set of youth-informed resources designed to help young people aged 13-15 recognise online harm, respond safely, and get support. Includes content on sextortion and AI-facilitated image-based abuse.
• Keeping Kids Safe Resource Kits Comprehensive suite of over 20 videos and activities for personal safety education. Aligned with Australian Curriculum, Daniel Morcombe Child Safety Curriculum, and Health Promoting Schools Framework.
• Bright Futures Program Innovative program addressing harmful sexual behaviour and technology-assisted harmful sexual behaviour through webinars, national forums, podcasts, and training modules for professionals and community.
• Walk Tall Counselling Service Counselling service helping young victims of crime on their journey to recovery. Has supported 855 children to date.
• Daniel's Law Landmark legislation establishing the Queensland Community Protection and Public Child Sex Offender Register, providing families with tools for education, awareness, and child safety through a three-tiered public register.
• e-kidna Alliance National alliance comprising Act for Kids, Bravehearts, and the Daniel Morcombe Foundation, advocating for child abuse prevention resources and education to be embedded across health and early childhood services.
• Don't Waste It Documentary Powerful 30-minute documentary for teens aged 13-15, telling Daniel's story and the Foundation's journey in the ongoing fight to keep kids safe. Classified PG by the Australian Classification Board.
• Build It For The Kids Charity home building project in partnership with Murphy Group and RM Developments, where proceeds from auction support the Foundation's child safety education work.
• Challenges and Choices Interactive choose-your-own-adventure animation for children aged 6-8 about online safety and grooming.
• That's Suss eSafety Challenge Resource providing children skills to recognise, react and report online grooming and suspicious behaviours.
• Safe Bedrooms Educational initiative with videos aimed at educating children, parents and carers on how to recognise suspicious behaviours and online grooming.
• Jelly Surprise Digital animated children's book for children aged 0-6 that helps understand body clues and feelings to recognise safe or unsafe places.
• Wobbly Jelly Digital children's book for children aged 0-6 about how to stay safe and listen to body clues to Recognise, React, Report.
• Conversation Cards Resource to facilitate conversations about personal safety between children and adults.
• Talk Early Resource supporting early conversations about personal safety between children and trusted adults.
• Fact Sheets Educational fact sheets covering various child safety topics including trauma-informed approach and responding to disclosures of abuse.
• Day for Daniel Merchandise Branded merchandise including wristbands, t-shirts, stickers, badges, and caps sold through the online shop to support the Foundation's child safety mission.

Quantifiable outcome

• 2 million people participated in Day for Daniel 2025
• +4 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered core.

• Murphy GroupcoreStrategic or Co-development Partner · 28 July 2025Respected Sunshine Coast construction company partnering with the foundation on Build It For The Kids charity home projects. The partnership constructs homes to be auctioned with proceeds supporting the foundation's child safety education work. Multiple projects including Maleny development.
• RM DevelopmentscoreStrategic or Co-development PartnerResidential developer partnering on Build It For The Kids project, providing land for construction of charity homes in Maleny on the Sunshine Coast.
• Queensland GovernmentcoreGTM or Marketing PartnerGovernment partner supporting foundation initiatives and recognizing foundation founders as Queensland Child Safety Ambassadors. Co-sponsored office premises.
• Australian Federal Police (AFP)coreGTM or Marketing PartnerLaw enforcement partner contributing to child safety initiatives and supporting foundation events and awareness campaigns.
• Act for KidscoreStrategic or Co-development PartnerChild protection organisation forming the e-kidna alliance with Bravehearts and Daniel Morcombe Foundation to advocate for child abuse prevention resources and education.
• BraveheartscoreStrategic or Co-development PartnerChild protection organisation co-founding the e-kidna alliance advocating for government resources to embed protective behaviours education across health and early childhood services.
• Queensland Family and Child Commission (QFCC)coreGTM or Marketing PartnerGovernment body collaborating on system responses to child sexual abuse and supporting foundation initiatives.
• e-kidna AlliancecoreStrategic or Co-development PartnerNational alliance comprising Act for Kids, Bravehearts, and Daniel Morcombe Foundation, conducting surveys and advocating for child sexual abuse prevention resources to be embedded across health and early childhood services. Survey found 80% of parents wanted such information but 60.5% did not know where to find it.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• NAPCAN (National Association for Prevention of Child Abuse and Neglect): Australia's peak body for preventing child abuse, delivering National Child Protection Week and curriculum-aligned education. Directly comparable in mission, educational resource model, and government partnership approach.
• Blue Knot Foundation: Australian organization focused on complex trauma and abuse survivor support. Comparable in providing professional training (like Bright Futures) and trauma-informed educational resources for adults working with children.
• Alannah & Madeline Foundation: Major Australian children's charity focused on protecting children from violence and bullying. Operates comparable national awareness campaigns, school-based programs, and child safety advocacy with similar funding and partnership models.
• Act for Kids: Australian nonprofit providing therapy and prevention services for children who have experienced abuse. Third member of the e-kidna Alliance, operating complementary counselling and educational programs across Australia.
• BoysTown: Australian charity providing child and family support services including counselling and parenting education. Comparable in operating a national helpline, parenting resources, and youth support programs with similar fundraising model.
• MacKillop Family Services: Catholic agency providing child and family services across Australia, including therapeutic support for abuse victims. Comparable in offering both educational outreach and direct counselling for young victims of crime.
• Bravehearts: Australian child protection nonprofit focused on child sexual assault prevention education. Co-founder of the e-kidna Alliance with the Daniel Morcombe Foundation, delivering directly comparable protective behaviours education and advocacy programs.
• Full Stop Australia: Australian sexual assault and domestic violence support and prevention organization. Comparable in delivering both frontline support services (like Walk Tall) and national prevention education campaigns.

Broad incumbents

• eSafety Commissioner (Australia): Australian government agency regulating online safety and providing education resources. Represents the government-backed incumbent in online child safety education that the foundation's Adolescent Hub and That's Suss programs complement.
• Office of the Children's eSafety Commissioner: Australian government body providing national online safety education and resources. Represents broader public sector incumbent whose curriculum materials compete for the same school-channel adoption as the foundation's Keeping Kids Safe resources.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-daniel-morcombe-foundation-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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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 Daniel Morcombe Foundation Inc.