STV Children’s Appeal

What STV Children’s Appeal does

STV Children's Appeal is a Scottish Charitable Incorporated Organisation (SCIO SC042429) founded in 2011 by broadcaster STV and The Hunter Foundation to alleviate child poverty in Scotland, where the charity states one in four children live in poverty. It operates as a grant-making body, channelling funds to grassroots organisations, schools and community programmes across all 32 Scottish local authorities. Its grant product set spans the Boost Fund (awards up to £3,000), the multi-year Ignite Fund, the £300,000 Community Cohesion Fund, and the Youth Philanthropy Initiative (£3,000 per school).

The charity runs an annual televised appeal show on STV alongside recurring fundraising events including Kiltwalk, Big Scottish Breakfast, the Great Scottish Run and the STV Appeal Cup. Donations are accepted via SMS shortcode 70607 (£5/£10/£20/£30), an IVR phone line (0300 302 0203) and JustGiving. The disclosed technology footprint is limited to standard payment processing (Stripe), Google Analytics and reCAPTCHA — there is no proprietary platform or AI component.

The financial model is donation-based rather than commercial. Income is sourced from individual donors, recurring corporate partnerships (Lidl, Kellogg's, Tunnock's, Beatson's), institutional philanthropy (notably The Wood Foundation at £150,000 annually for 12 consecutive years) and Scottish Government match-funding of approximately £1m per year. STV and The Wood Foundation underwrite administration costs, allowing 100% of public donations to reach beneficiaries. Cumulative funds raised since inception exceed £32 million, with recent annual totals of £4.3m (2021), £3.17m (2022), £2.22m (2023) and £2.4m+ (2025).

Name

STV Children’s Appeal

Legal name

STV Appeal SCIO

Website

https://stvappeal.tv

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

STV Children's Appeal is a Scottish grant-making charity founded in 2011 by STV and The Hunter Foundation that funds grassroots programmes tackling child poverty across Scotland's 32 local authorities, raising funds via individual donations, corporate partnerships, and televised appeals.

Ownership category

akta.pro rank

Product category

Children's Charity and Grant-Making

NAICS

Grantmaking Foundations (813211), Child and Youth Services (62411), Educational Support Services (611710), Grantmaking and Giving Services (8132)

SIC

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

akta.pro primary industry

Education Grantmaking Foundations (BPAGAKAK)

akta.pro secondary industries

Fundraising & Annual Giving (EDALAOAB), K–12 Support & School Improvement Nonprofits (BPAGADAB), Family & Parent Support Services (Parent Coaching, Advocacy) (EDAJALAK)

Keywords

• Child poverty charity
• Grant-making foundation
• Community fundraising events
• Corporate philanthropy partnerships
• Youth support grants

Headquarters

HQ city

Glasgow

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: Individual donors contribute through text-to-donate (£5, £10, £20, £30), automated telephone donation line, and online via JustGiving platform. Gift Aid scheme allows claiming additional 25p per £1 from UK Government for eligible taxpayers.
2. Corporate Partnerships: Corporate partners including Lidl (raised £111,000+ in 2022), Kellogg's (matched donations for Big Scottish Breakfast), Tunnock's (£10,000), Beatson's Building Supplies (£21,000+), and others contribute through product partnerships, staff fundraising, and cause marketing.
3. The Wood Foundation Grants: The Wood Foundation has provided 12 consecutive annual grants, totaling over £1.5 million, to support the Appeal's operations and grant-making activities. Portion directed towards administration costs.
4. Government Funding: Scottish Government provides match-funding (pledged £1 million in 2021, 2022, 2023) and partners on specific initiatives like the £300,000 Community Cohesion Fund distributed in 2026.
5. Event Fundraising: Major annual events include Kiltwalk (thousands of participants raising £90,000+ annually), Big Scottish Breakfast campaign, STV Appeal Cup football tournament, and Great Scottish Run partnership.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

STV Children's Appeal is a Scottish Charitable Incorporated Organisation that raises funds through individual donations, corporate partnerships, televised appeals, and community events (Kiltwalk, Big Scottish Breakfast) to distribute grants that alleviate child poverty across Scotland's 32 local authorities. The Appeal's grant programmes (Boost Fund, Ignite Fund, Community Cohesion Fund, YPI) channel donations to grassroots charities and schools supporting children and families in need. Since 2011, the Appeal has raised over £32 million and partners with The Wood Foundation, Scottish Government, and major corporate donors to ensure 100% of public donations reach beneficiaries.

Product overview

STV Children's Appeal is a grant-making charity (SCIO SC042429) that exists to help the 1 in 4 children and young people who live in poverty across Scotland. The Appeal offers multiple grant programmes including the Boost Fund (small grants up to £3,000), Ignite Fund (multi-year sustained support), Community Cohesion Fund (£300,000 Scottish Government fund), and Youth Philanthropy Initiative (YPI) in partnership with The Wood Foundation. Fundraising activities include annual events such as the Big Scottish Breakfast, Kiltwalk, Great Scottish Run, STV Appeal Cup, and the televised STV Children's Appeal Show. Donation methods include text-to-donate (SMS), automated telephone donation (IVR), and online via JustGiving.

Differentiator

Problem solved

Functional benefit

Brands

• Boost Fund: Small grants programme in partnership with Corra Foundation for community organisations supporting children and families affected by poverty across Scotland.
• Ignite Fund
• Big Scottish Breakfast
• Community Cohesion Fund

Products and services

• Boost Fund Small grants programme run in partnership with Corra Foundation, providing grants of up to £3,000 for community organisations with annual income under £50,000 that support children and families affected by poverty in Scotland.
• Ignite Fund Multi-year sustained financial and development support programme providing long-term funding and capacity-building support to charities across Scotland, with 11 charity partners launched in 2025, aimed at breaking the cycle of child poverty.
• Community Cohesion Fund A £300,000 Scottish Government fund distributed by STV Children's Appeal to grassroots organisations and charities helping to break cycles of poverty, strengthen social cohesion, and promote inclusion and dignity at community level across Scotland.
• Youth Philanthropy Initiative (YPI) Active citizenship programme supported in partnership with The Wood Foundation since 2013, empowering young people to make a difference in their communities. Each participating school directs a £3,000 grant to a local charity championed by students through teamwork, research, and competition.
• Kellogg's Breakfast Club Grant £1,000 grants funded by Kellogg's in partnership with STV Children's Appeal for primary and secondary schools across Scotland to support breakfast clubs, covering staffing, equipment, and creative resources.
• Kiltwalk Walking fundraising events held across Scotland (Aberdeen, Dundee, Edinburgh, Glasgow) where funds raised are distributed by STV Children's Appeal to charities and projects supporting children in poverty. Distance options include Wee Wander (4-5 miles) and Mighty Stride (14-23 miles).
• Big Scottish Breakfast Annual fundraising campaign encouraging people across Scotland to host breakfast events to raise money for children affected by poverty. Kellogg's matches donations made, doubling the impact to fund breakfast clubs in schools.
• Great Scottish Run Scotland's biggest running celebration in Glasgow featuring half marathon and 10K events where participants can run and raise funds for STV Children's Appeal.
• STV Appeal Cup Five-a-side charity football tournament held in Glasgow benefiting children and families that need it most in Scotland.
• STV Children's Appeal Show Annual televised fundraising programme presented by Lorraine Kelly and other STV presenters, featuring celebrity appearances, charity stories, and fundraising challenges to raise money for children affected by poverty in Scotland.
• Text-to-Donate Service SMS text donation service allowing donors to give £5, £10, £20, or £30 by texting keywords FIVE, TEN, TWENTY, or THIRTY to 70607. A daily limit of £40 applies. Provided by Open Mobile Global Limited and available from UK mobile networks only.
• Automated Telephone Donation (IVR) Service Automated telephone donation service at 0300 302 0203, available 24 hours a day. Minimum donation £1, maximum £10,000 per transaction, accepting credit/debit cards. Provided by Upward Communications Limited.

Quantifiable outcome

• Over £32 million raised since 2011
• +7 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

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

• Forever ManchesterminorStrategic or Co-development Partner · 1 January 2025Partner charity administering £110,000 in breakfast club grants across Scotland in 2025 through Kellogg's and STV Appeal partnership.
• Kellogg'scoreStrategic or Co-development Partner · 1 January 2023Official partner of Big Scottish Breakfast campaign. Kellogg's has matched donations pound-for-pound, doubling impact. In 2025, £55k raised was matched to unlock £110k for 110 breakfast club grants. Partnership active for 3+ years.
• Scran AcademyflagshipStrategic or Co-development Partner · 1 January 2023Edinburgh Kiltwalk beneficiary partner. Social enterprise transforming young people's lives through food. Kiltwalk funds support Scran Van community events and free meal deliveries for families.
• AR26 (Andy Robertson's charity)flagshipStrategic or Co-development Partner · 1 January 2023Glasgow Kiltwalk beneficiary partner. Scotland Captain Andy Robertson's charity using football to engage children. Funds support Football for All project providing free sessions and holiday food programmes.
• Russell Anderson FoundationflagshipStrategic or Co-development Partner · 1 January 2023Aberdeen Kiltwalk beneficiary partner. Founded by former Aberdeen F.C. Captain Russell Anderson. Uses sport to engage children in deprived areas, providing free football, golf, rugby, tennis and Community Skill Hubs for cooking lessons.
• Togs for TotsflagshipStrategic or Co-development Partner · 1 January 2023Dundee Kiltwalk beneficiary partner. Essential service for families affected by poverty providing clothing, footwear, beds, equipment, and toys. Founded 2016, run by volunteers.
• LidlcoreGTM or Marketing Partner · 1 January 2022Long-running corporate partner raising over £572,000 over decade through initiatives including 'chari-tea' campaign (10p per pack donated), staff events, bucket collections, and cycling challenges. Raised £111,000+ in 2022 alone.
• AberlourflagshipStrategic or Co-development Partner · 1 January 2022Scotland-wide charity received £200,000 grant for Urgent Assistance Fund to help families with food, clothing, heating, and beds during cost-of-living crisis.
• The Wood Foundation - YPI PartnershipcoreStrategic or Co-development Partner · 1 January 2013STV Children's Appeal has partnered with The Wood Foundation since 2013 to support Youth Philanthropy Initiative (YPI). Engaged 390,000+ young people and granted £8.5m to grassroots charities. Each school directs £3,000 grant.
• Corra FoundationcoreStrategic or Co-development PartnerPartnership with Corra Foundation to administer Boost Fund small grants programme for community organisations supporting children and families affected by poverty in Scotland.
• KiltwalkcoreStrategic or Co-development PartnerSTV Children's Appeal has been Kiltwalk's official grant-making partner since 2016. Monies raised by walkers choosing STV Appeal are distributed to charities across Scotland. Events in Aberdeen, Dundee, Edinburgh, and Glasgow.
• STV Central LimitedcoreStrategic or Co-development PartnerSTV broadcast partner provides production support, studio facilities, and staff for annual televised fundraiser. Covers administration costs. Personal data processor for STV Appeal.

Scale indicators13 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• BBC Children in Need: UK-wide grantmaking charity supporting disadvantaged children, with a similar broadcast-driven fundraising model (annual televised telethon) and grant distribution to grassroots projects. Operates at materially larger scale (£40M+ annual grants), making it the closest structural comparable.
• Corra Foundation: Scottish grantmaking foundation partnering with STV Children's Appeal to administer the Boost Fund. Operates as both a peer (Scottish grantmaking charity) and an operational partner, providing direct comparability on Scottish grantmaking scale and operations.
• The Hunter Foundation: Scottish charitable foundation co-founded by Sir Tom Hunter, which co-founded the STV Children's Appeal in 2011 alongside STV. Operates as a grantmaking foundation addressing Scottish disadvantage and is a structural comparable in both mission and operating model.
• Comic Relief: UK charity running biannual Red Nose Day telethon and grantmaking to projects tackling poverty and disadvantage, including for children. Closely comparable model combining broadcast media fundraising with grant distribution to frontline organisations.
• Children First (Scotland): Scotland's national children's charity focused on child welfare, family support, and child protection. Directly comparable beneficiary focus (vulnerable Scottish children) and competes for the same Scottish corporate and individual donor base.
• Aberlour: Scotland-wide children's charity delivering family support and respite services; received £200,000 from STV Appeal for its Urgent Assistance Fund. Operates in the same Scottish child-poverty space and is both a peer and a downstream grantee.
• Cash for Kids: UK-wide children's charity (Bauer Media) running local radiothon-style fundraising events and grant distribution to disadvantaged children. Closely comparable model combining broadcast media fundraising with small-grant distribution to community projects.

Broad incumbents

• Barnardo's: One of the UK's largest children's charities, supporting disadvantaged children across the UK. Overlaps significantly in mission (child poverty, family support) but operates UK-wide with direct service delivery rather than grantmaking.
• Save the Children UK: Major UK children's charity addressing child poverty in the UK and internationally. Overlaps in UK child-poverty focus, but operates at much larger scale with a broader (including international) programmatic remit.
• NSPCC: UK-wide children's charity focused on child protection and welfare. Overlaps in the broader UK children's-charity space and competes for corporate partnerships, though its primary mission is child protection rather than poverty alleviation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AppealSTV
• Instagraminstagram.com/stvappeal
• Xx.com/STVAppeal

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 STV Children’s Appeal