KIDS Foundation

What KIDS Foundation does

KIDS Foundation is an Australian registered charity and incorporated association, founded in 1993 by Dr Susie O'Neill OAM, that supports children affected by trauma, burns, injuries, and rare genetic conditions, and extends that remit into injury-prevention education. The organisation operates two principal program verticals: Recovery Programs, which include Camp Phoenix, Camp TANGO, the Burns Service Newsletter (BSN), Empowering RIGHTS, and the KIDS Wand kangaroo-care device initiative; and Education Programs, anchored by SeeMore Safety, which delivers curriculum and resources into an estimated 10,000 early childhood education centres and schools nationwide. Its stated reach is 300,000–400,000 children and families per year.

The foundation's business model is a non-profit donation-and-grant model. Funding is generated through individual donations, corporate partnerships, and fundraising events, with the Tour d'Horse racing-industry event acting as the flagship fund-raiser and generating $1.2 million in 2026. Programs are delivered through a small staff contingent supplemented by volunteers and clinical partners, and the organisation leverages established institutional relationships with schools, hospitals, and the racing industry to operate at scale. No pricing model applies to end beneficiaries, who receive services at no cost; the economic engine is therefore sponsorship conversion, event yield, and grant capture rather than commercial revenue.

Name

KIDS Foundation

Legal name

K.I.D.S Foundation

Website

https://kidsfoundation.org.au

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

KIDS Foundation is an Australian registered charity, founded 1993 by Dr Susie O'Neill OAM, that supports children affected by trauma, burns, injuries, and rare genetic conditions through recovery programs and injury-prevention education delivered into schools and early childhood centres.

Ownership category

akta.pro rank

Product category

Children's Charity Recovery and Safety Education Services

NAICS

Child and Youth Services (62411), Educational Support Services (611710)

SIC

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

akta.pro primary industry

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

akta.pro secondary industries

Trauma-Informed & Resilience-Building Programs (Early Childhood) (EDACAOAD), Special Needs Early Intervention & Preschool Programs (EDAKAAAE), Family Resource Centers & Wraparound Support Services (EDACALAH), Parent Mental Health, Stress Management & Wellness Programs (EDACALAJ)

Keywords

• Child safety education
• Trauma recovery services
• Burn survivors support
• Charity fundraising events
• Early childhood wellbeing

Headquarters

HQ city

Wendouree

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Fundraising: Primary revenue stream from individual donations, corporate donations, and fundraising campaigns. Donations of $2 and over are tax deductible in Australia. Guardian program at $5,000 per year supports a child or program.
2. Event-Based Fundraising: Revenue generated through major fundraising events including Tour d'Horse (raises over $1 million annually), Noosa Triathlon participation, Ride 4 Bella, and various campaign events.
3. Product Sales: Sale of SeeMore Safety educational resources, merchandise (plush toys, books, activity books), incursions, and equine experiences through the online shop.
4. Camp Fees: Nominal camp attendance fees for recovery camps (Camp Phoenix: $220-380 depending on age and early bird status; Camp TANGO: no cost thanks to donations)

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

KIDS Foundation is an Australian registered charity delivering two interconnected program streams: Recovery Programs (multi-day camps including Camp Phoenix and Camp TANGO, the national Burn Survivors Network, Empowering RIGHTS, and the KIDS Wand wish-granting initiative) supporting children and families recovering from trauma, burns, injuries and rare genetic conditions, and Education Programs built around the SeeMore Safety curriculum for 3-6 year olds delivered through Early Childhood Education Centres and schools, supplemented by the Virtual Classroom platform and a merchandise shop.

Product overview

KIDS Foundation operates as a charitable organization offering two interconnected service streams: Recovery Programs providing long-term support for children and families following trauma, injuries, burns, and rare genetic conditions; and Education Programs focused on safety and wellbeing for 3-6 year olds. The core education product is the SeeMore Safety Program, an internationally recognized early years program delivered through storybooks, incursions, and the Virtual Classroom platform. Recovery services include Camp Phoenix, Camp TANGO, Burn Survivors Network, Empowering RIGHTS, and the KIDS Wand wish-granting program. Major annual fundraisers include Tour d'Horse (endurance horse ride), Noosa Triathlon partnership, and Ride 4 Bella. The organization also offers a shop selling SeeMore Safety merchandise including plush mascots and educational books. Horse-based therapeutic programs (KEAL) featuring ponies Carm and Eleven Eleven support both recovery and education objectives.

Differentiator

Problem solved

Functional benefit

Brands

• SeeMore Safety: Safety and wellbeing education program for 3-6 year olds delivered through Early Childhood Education Centres and schools, featuring mascot SeeMore Safety and a series of safety storybooks.
• Camp Phoenix
• Camp TANGO
• Burn Survivors Network (BSN)
• Empowering RIGHTS
• Move 4 Bella
• Tour d'Horse

Products and services

• SeeMore Safety Program An internationally recognized early years education program for 3-6 year olds focused on safety and wellbeing, delivered through Early Childhood Education Centres and schools. Uses storybooks, incursions, and interactive activities to teach children to assess environments and make informed decisions about safe and unsafe behaviours, supported by teacher resources (discussion points, activities, black line masters) and a free Virtual Classroom platform.
• Recovery Programs Comprehensive long-term support services for children and families recovering from traumatic life-altering injuries, burns, abuse and rare genetic conditions. Includes Camp Phoenix (4-day family adventure), Camp TANGO (3-4 day kids-only camps), One Day KIDS Camps, the National Burn Survivors Network, Empowering RIGHTS, and the KIDS Wand wish-granting program, providing peer support, rehabilitation and life-long engagement.
• Camp Phoenix A 4-day family adventure recovery camp celebrating all abilities for children and families who have experienced life-altering trauma, burns, injuries and rare genetic conditions, with attendance fees (early bird AUD $220-$330 before May 31, 2026; regular AUD $270-$380).
• Camp TANGO A 3-4 day kids-only recovery camp (Together Achieving New Goals and Opportunities) for children and young people aged 6-23 who have experienced severe life-altering trauma, burns, injuries and rare genetic conditions, with attendance at no cost thanks to donations.
• Burn Survivors Network (BSN) A national program providing lifelong support community and lived-experience connections to burn survivors and their families during their recovery journey and beyond, including access to KIDS Camps, peer-support networks and new recovery opportunities.
• Tour d'Horse KIDS Foundation's flagship annual fundraising event: a multi-day endurance horse ride through the Upper Hunter Valley raising over AUD $1 million each year for recovery and education programs.
• Noosa Triathlon Charity Partnership Charity partnership with the Noosa Triathlon (Australia's largest triathlon in the Southern Hemisphere), in which athletes register to fundraise for KIDS Foundation with individual entry from AUD $200 and team entry from AUD $380, paired with minimum fundraising pledges.
• Ride 4 Bella An annual 12-hour stationary bike endurance event held in November, bringing cyclists together to fundraise for children with SMA and rare genetic conditions and to support SMA gene research.
• KIDS Wand (Wish-Granting) A wish-granting program that helps make children's dreams come true through gifts or experiences for children recovering from trauma and injury, delivered as part of the Recovery Programs stream.
• KEAL (KIDS Equine Assisted Learning) A horse-based learning program in which miniature ponies (Carm and Eleven Eleven) are taken into kindergartens to help children develop emotional awareness through the horse-human connection. Equine incursion pricing AUD $500 per visit.
• Empowering RIGHTS Program A program (Resilience Independence Goals Health Togetherness & Strength) bringing together young people united by differently abled capabilities to co-create social participation networks, build ability and life skills.
• Connecting Generations Program An intergenerational program connecting Early Childhood Education Centres with aged care groups for shared sessions aimed at improving physical, mental and emotional health for participants of all ages.
• Virtual Classroom An online platform providing the SeeMore Safety book collection as audiobooks with interactive activities and games, accessible for free globally for children, families, schools and educators.
• SeeMore Safety Shop (Books, Plush Toys and Resources) E-commerce storefront selling SeeMore Safety educational resources, plush mascot toys (SeeMore Mascot, Carm Horse, Fran the First Aid Fan, Millie), activity books, eSafety educator and parent guides, and school incursions (SeeMore Safety Incursion AUD $250, Equine Incursion AUD $500).

Quantifiable outcome

• Reaches 300,000 to 400,000 children and families annually
• +4 more outcomes

Named customers5 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

Feature4 records

Partnerships

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

• Waterhouse Bott Racing (Gai Waterhouse and Adrian Bott)flagshipGTM or Marketing PartnerMajor supporter of Tour d'Horse. Team captain Eden is sister of child with Spinal Muscular Atrophy. Gai Waterhouse, Adrian Bott, Emma Coleman, Hamish McLachlan actively participate in events.
• Victorian Jockeys' AssociationcoreGTM or Marketing PartnerJamie Melham and Ben Melham represent VJA in Tour d'Horse. VJA partnership helped establish JOCKEYS ARE FAMILY FUND for injured jockeys and families. Raised $57,900 in 2026.
• Michael Freedman RacingcoreGTM or Marketing PartnerSophie Johnson (Racing Manager) rides for third time in Tour d'Horse 2026. Raised $65,181. Horse Communist (Group 1 winner) now resides with Sophie after retiring.
• RB SellarscoreGTM or Marketing PartnerRural Australian apparel brand. Stirling and Sasha McGregor led Tour d'Horse participation. Raised $72,300. Iconic workshirts became part of Tour d'Horse uniform.
• James Harron BloodstockcoreGTM or Marketing PartnerAnna Ryan completed Tour d'Horse in 2025 and 2026. Goal to raise $30,000. Partnership focuses on retraining and rehoming retired racehorses.
• McEvoy Mitchell RacingminorGTM or Marketing PartnerTour d'Horse 2026 team. Raised $53,930.
• Magic MillionsminorGTM or Marketing PartnerTour d'Horse 2026 team. Raised $45,269.
• Petstock FoundationminorGTM or Marketing PartnerTour d'Horse 2026 team. Raised $50,635.
• BelltreesminorGTM or Marketing PartnerTeam in Tour d'Horse 2026 (Belltrees Station). Raised $34,811 including $20,000 from Belltrees and $31,011 from Anto White.
• Coolmore AustraliaminorGTM or Marketing PartnerListed as partner on website. Racing industry supporter.
• Yulong StudcoreGTM or Marketing PartnerTeam Via Sistina (Chris Waller + Yulong) in Tour d'Horse 2026. Claudia McDougall represented Yulong. Inspired by champion mare Via Sistina.
• Chris Waller RacingcoreGTM or Marketing PartnerTeam Via Sistina with Charlie Duckworth and Emily Inwood riding. Darren Beadman (Melbourne Cup-winning jockey) supported Team Via Sistina.
• Melbourne Racing Club FoundationminorGTM or Marketing PartnerListed as partner on website.
• InglisminorGTM or Marketing PartnerListed as partner on website. Bloodstock company.
• Freedman RacingminorGTM or Marketing PartnerListed as partner on website.
• Snowden RacingminorGTM or Marketing PartnerListed as partner on website.
• Boneo ParkminorGTM or Marketing PartnerPartner with Mornington Peninsula equestrian community for Tour d'Horse fundraising.
• Godolphin Lifetime CareminorGTM or Marketing PartnerListed as partner on website.
• Hot TempleminorGTM or Marketing PartnerHosts Ride 4 Bella - 12 hour stationary bike ride in November. Raised funds for SMA research and children with rare genetic conditions.
• eSafety CommissionerminorGTM or Marketing PartnerListed as partner on website. Connection to eSafety education programs.
• Scone Race ClubminorGTM or Marketing PartnerListed as partner on website. Scone is location for Tour d'Horse.
• Banter Toys and Collectibles / Banter FoundationcoreGTM or Marketing PartnerAbigail Vidler rode for Banter Foundation in Tour d'Horse 2026. Raised $63,460. 'Proud to stand behind Tour d'Horse, the flagship fundraiser for KIDS Foundation.'
• Mackas Australian Black Angus BeefminorGTM or Marketing PartnerListed as partner on website.
• Thenford FarmminorGTM or Marketing PartnerFirst Tour d'Horse in 2026 with Chloe Bennett representing team. Greg Bennett experienced ride in 2025.
• Somerstone FarmminorGTM or Marketing PartnerMornington Peninsula community team. Sara Madden, Laura Darvall, Kate Purcell, Asha Ellis, Trina Hipwell. Worked with Boneo Park team. Raised $40,002.
• Newgate StudminorGTM or Marketing PartnerListed as partner on website.
• Twin Hills StudminorGTM or Marketing PartnerListed as partner on website.
• Annabel Neasham RacingminorGTM or Marketing PartnerListed as partner on website.
• Smile For a ChildminorGTM or Marketing PartnerListed as partner on website.
• Iron HorseminorGTM or Marketing PartnerListed as partner on website. Connection to Noosa Triathlon (Ironman).

Scale indicators8 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Starlight Children's Foundation Australia: Australian charity focused on brightening the lives of seriously ill children through wish-granting and hospital programs. Overlaps with KIDS Foundation's KIDS Wand wish-granting and recovery support mission for children with life-altering conditions.
• Kidsafe Australia: Australian child injury prevention charity delivering safety education and awareness. Closely aligned with KIDS Foundation's safety education mission focused on preventing childhood injuries.
• Life Education Australia: Australian charity delivering health and safety education programs in schools through mobile classrooms and digital content. Directly comparable to KIDS Foundation's SeeMore Safety Program delivery model via ECECs and schools.
• Daniel Morcombe Foundation: Australian child safety charity running safety education programs in schools including the 'Recognise, React, Report' framework. Directly comparable to SeeMore Safety's school-based safety education delivery.
• Camp Quality: Australian charity that runs camps and supportive programs for children affected by cancer and serious illness. Highly comparable to KIDS Foundation's Camp Phoenix/Camp TANGO model of life-changing condition support through experiential camp programs.

Regional players

• Children's Burns Trust (UK): UK charity supporting burn-injured children and their families through recovery programs and rehabilitation equipment. Directly comparable mission to KIDS Foundation's Burn Survivors Network but serving UK families.

Broad incumbents

• Ronald McDonald House Charities Australia: Major Australian charity supporting families with seriously ill children through accommodation and support services. Comparable in providing wraparound support to children with serious medical conditions, though focused on accommodation.
• Alannah & Madeline Foundation: Major Australian children's charity focused on child protection, bullying prevention, and care for sick children. Comparable mission scope around protecting vulnerable children in Australia.
• Variety - the Children's Charity: International children's charity providing grants, equipment, and experiences to sick and disadvantaged children. Comparable model of helping children with life-altering conditions through programs and partnerships.
• Royal Children's Hospital Foundation: Major Australian children's hospital charity funding pediatric care, research, and family support. Comparable in serving children with trauma and life-altering conditions but anchored to a hospital rather than independent program delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/thekidsfoundation
• Facebookfacebook.com/thekidsfoundation
• LinkedInlinkedin.com/company/kids-foundation-australia

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 KIDS Foundation