Small Acts of Kindness

What Small Acts of Kindness does

Small Acts of Kindness Trust CIO is a UK-registered charitable incorporated organisation (Charity Commission number 1178546), founded in 2014 and headquartered at a registered office in London (3rd Floor, 207 Regent Street, W1B 3HH) with correspondence at PO Box 305, Radlett, Hertfordshire WD7 0FD. The charity's stated mission is to reduce loneliness and isolation among older and vulnerable people in Hertfordshire and Bedfordshire, with a particular focus on individuals who struggle to afford heating their homes and face the 'eat or heat' trade-off.

The organisation's core products are physical gifting programmes rather than technology: the Warm in Winter gift bag (£35 per bag) containing a fleece blanket, thermal gloves, hat, socks, hot drinks, soup, porridge, and a Purple Pages information pack; the Purple Pages information resource itself; year-round 'Bags of Kindness'; a Winter Fuel Payment donation appeal; and volunteer packing days. Distribution is delivered through a community-led operating model comprising 13 paid staff, a network of approximately 450 volunteers, and roughly 150 partner organisations including care homes, community groups, and the Hertfordshire Police. The charity sources, packs and distributes over 15,000 gifts annually and reports a cumulative reach of 120,000 beneficiaries since inception.

Revenue is generated entirely through donations rather than commercial sales, across four streams: individual giving (one-time and recurring payments via the website), community fundraising (peer-to-peer events such as runs and swims), corporate partnerships (e.g., Debenhams Ottaway), and Winter Fuel Payment redirection. Pricing is unit-based at the gift-bag level (£35 single, with bundled options at £70/£105/£140). The charity is led by Chief Executive Lynne Misner and operates with no parent company, no subsidiaries, and no external venture or equity capital.

Name

Small Acts of Kindness

Legal name

Small Acts of Kindness Trust CIO

Website

https://smallactsofkindness.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Small Acts of Kindness is a UK charity (CIO, founded 2014) that sources, packs and distributes physical gift bags — primarily Warm in Winter bags at £35 — and information packs to older and vulnerable people in Hertfordshire and Bedfordshire, funded entirely by donations and delivered through 450 volunteers and 150 partner organisations.

Ownership category

akta.pro rank

Product category

Charitable Social Services

NAICS

Services for the Elderly and Persons with Disabilities (62412), Emergency and Other Relief Services (624230)

SIC

Services-Social Services (8300)

akta.pro primary industry

Humanitarian Health & Emergency Medical Relief NGOs (HLAJAKAE)

akta.pro secondary industry

Disability Services & Independent Living Support (BPAGACAG)

Keywords

• Charity services
• Older people support
• Community gift distribution
• Warmth and wellbeing programs
• Loneliness reduction programs

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Donations: The charity operates entirely through donations from individuals, community fundraisers, corporate supporters, and Winter Fuel Payment donations. Gift bag donations are priced at £35 per Warm in Winter gift bag.
2. Community Fundraising: Individuals and groups organize fundraising activities such as running events, swimming challenges, and other physical challenges to raise money for the charity.
3. Corporate Support: Businesses provide financial support and partnerships to help fund the charity's operations and gift bag distribution.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Small Acts of Kindness is a UK charitable organisation that sources, packs and distributes physical gift bags (including Warm in Winter gift bags priced at £35, Bags of Kindness, and Purple Pages information packs) to older and vulnerable people across Hertfordshire and Bedfordshire. The charity operates through a network of 450 volunteers and 150 partner organisations, distributing over 15,000 gifts annually to reduce loneliness, isolation, and fuel poverty among older residents.

Product overview

Small Acts of Kindness operates as a charitable organization offering a portfolio of gifting and support programs focused on reducing loneliness and isolation among older vulnerable people. The core offering is the Warm in Winter gift bag (£35), which bundles practical keep-warm items with a Purple Pages information pack. Supporting programs include Bags of Kindness (year-round gifting), the Winter Fuel Payments Appeal (donation redirection), and Volunteer Packing Days. The portfolio is delivered through a network of 450 volunteers and 150 partner organizations, distributing over 15,000 gifts annually.

Differentiator

Problem solved

Functional benefit

Brands

• Warm in Winter: Gift bags containing warmth items (blankets, hats, gloves, hot drinks, soup, porridge) and Purple Pages information packs for vulnerable older people.
• Purple Pages
• Bags of Kindness

Products and services

• Warm in Winter Gift Bags A £35 gift bag containing practical keep-warm items (fleece blanket, thermal gloves, hat, socks, hot drinks, soup, porridge) along with a Purple Pages information pack, distributed to older vulnerable people who struggle to afford heating their homes in Hertfordshire and Bedfordshire.
• Purple Pages Information Packs A comprehensive information pack containing literature signposting available help, advice and support services for older people. Included with Warm in Winter gift bags to connect recipients with community resources.
• Bags of Kindness Year-round gift bags distributed to older and vulnerable people, complementing the seasonal Warm in Winter initiative to provide continuous support throughout the year.
• Winter Fuel Payments Appeal A fundraising initiative inviting donors who receive Winter Fuel Payments but do not need them to redirect those funds toward Warm in Winter gift bags. Specific donation tiers include £100 to provide 20 older people with hot drinks and food, £250 to keep 25 people warm with fleece blankets, and £700 to fill 20 gift bags.
• Volunteer Packing Days Organised volunteer sessions where supporters help pack contents for Warm in Winter gift bags and Bags of Kindness, enabling distribution across Hertfordshire and Bedfordshire.

Quantifiable outcome

• 120,000 older and vulnerable people have been helped to be warmer, happier and better connected to communities
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Violet's GiftcoreStrategic or Co-development PartnerPartnership spanning three years to reach people in care homes at Christmas with no loved ones. Thousands of gifts are wrapped with Christmas cards and distributed to Hertfordshire care homes.
• Hearts for HertsminorStrategic or Co-development PartnerValentine's Day partnership for sharing kindness messages during the winter period.
• Hertfordshire PolicecoreStrategic or Co-development PartnerPartnership highlighted on ITV Anglia news demonstrating the profound impact of working together to support vulnerable older people in the community.
• 150 Partner OrganisationscoreChannel Partner/ Reseller/ DistributorNetwork of community partners including care homes, community groups, and local services that help distribute gift bags to vulnerable older people across Hertfordshire and Bedfordshire.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Re-engage: UK charity focused on reducing loneliness and social isolation among older people through volunteer-led group activities. Directly comparable mission (combating older-age isolation) and volunteer-driven community delivery model.
• Friends of the Elderly: UK charity supporting older people through grants, befriending, and care home services. Comparable focus on practical and emotional support for older vulnerable people, including those struggling with heating costs.
• Independent Age: UK charity providing advice, information, and direct grants to older people in financial hardship. Comparable beneficiary focus (vulnerable older people) and complementary information-pack-style resources analogous to Small Acts' Purple Pages.
• Royal Voluntary Service: UK charity mobilizing volunteers to support older people in hospitals and communities, including practical help at home and combating loneliness. Closely comparable volunteer-led, community-distribution model serving the same older, vulnerable demographic.

Regional players

• Hertfordshire Community Foundation: Local grantmaking charity operating in Hertfordshire. Same operating geography and beneficiary ecosystem (vulnerable Hertfordshire residents), with a grants-distribution model rather than direct physical-gift delivery.

Emerging players

• Wrap Up London: UK charity collecting and distributing coats and warm clothing to people in need. Closely comparable physical-distribution-of-warmth-items model for vulnerable populations, though broader beneficiary scope.
• The Silver Line: UK helpline charity specifically tackling loneliness and isolation in older people. Partial overlap — addresses the same isolation pain point but via telephone befriending rather than physical gift distribution.

Broad incumbents

• Age UK: The UK's largest charity for older people, providing advice, information, and support services. Highly comparable target beneficiary (older people facing isolation and hardship) though operating at national scale with a much broader service portfolio than Small Acts of Kindness.
• British Red Cross: Major UK humanitarian charity providing emergency relief and support to vulnerable people including during cold weather and energy crises. Comparable emergency-relief-for-vulnerable-populations mission at national scale.

Others

• Centre for Ageing Better: UK charity focused on improving later life through research, advocacy, and partnerships. Same demographic focus (older people in hardship) but operates as a policy/advocacy body rather than direct service provider.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/smallkindact
• Facebookfacebook.com/smallactsofkindness.co.uk
• LinkedInlinkedin.com/company/smallactsofkindness
• Instagraminstagram.com/smallkindact

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 Small Acts of Kindness