Rosie May Foundation

What Rosie May Foundation does

The Rosie May Foundation is a UK-registered charity (No. 1113049) founded in 2004 by Mary and Graham Storrie following the murder of their 10-year-old daughter Rosie May in 2003. The charity operates direct-service programmes in Sri Lanka, Nepal, and the UK, with a registered office in Bingham, Nottingham and a regional office in Tennyson, Queensland, Australia. Core programmes include Project Hope (a Sri Lankan family-strengthening programme credited with keeping 600 children with their single-parent mothers since 2016 at a 100% success rate), the Future is Pink (training single-parent mothers as tuk tuk drivers in Sri Lanka), Girls Can Surf (water safety training partnered with Santosha Society and Manacare Foundation), the Sponsor a Child programme (£25/month recurring), and the Think Pink workshop initiative supporting women to become taxi drivers in Nottinghamshire.

The Foundation generates revenue through a diversified mix of channels rather than operating a technology platform. Revenue streams include monthly child sponsorship (£25/month with 100% directed to sponsored children), one-time JustGiving donations, event-based fundraising (annual events such as the ASDA Nottingham 10k, Belles of Belvoir cycling, Strictly Rosie May, Teddy Bears Picnic at Belvoir Castle, and the Midsummer Ball), an Etsy-based social enterprise (Rosie May Shop selling handmade goods produced by Sri Lankan single mothers), trust and corporate grants, bespoke pink tuk tuk hire for UK events, and legacy giving. Distribution and beneficiary outreach rely on digital channels (website, Facebook, Instagram), media coverage (BBC East Midlands, Mail on Sunday), and community partnerships.

Operationally, the Foundation is a small organisation (1-10 employees augmented by university interns from the University of Nottingham and Nottingham Trent University), with on-the-ground local staff in Sri Lanka (Seenigama office) and Nepal. Its operations are supported by named corporate and trust funders (including St. James's Place, Saga, Scott Bader), a charity patron (the Duchess of Rutland), and institutional partners (Travelteer, DG Cars, Nottingham City Council). The cumulative fundraising milestone of £1 million since founding is a stated operational benchmark. There is no proprietary technology, software product, or AI component; the organisation functions as a programme-delivery charity with diversified fundraising infrastructure.

Name

Rosie May Foundation

Legal name

The Rosie May Foundation

Website

https://rosie-may.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

The Rosie May Foundation is a UK-registered charity that delivers family-strengthening, education, and women's livelihood programmes for vulnerable children and single-parent mothers in Sri Lanka and Nepal, supported by individual sponsorship, events, grants, and social enterprise revenue.

Ownership category

akta.pro rank

Product category

Children's Charity and Humanitarian Aid Services

NAICS

Child and Youth Services (624110), Child and Youth Services (62411)

SIC

Services-Social Services (8300)

akta.pro primary industry

Child Protection & Child Rights (BPAGABAG)

akta.pro secondary industry

Rural Livelihoods & Economic Empowerment (BPAGABAA)

Headquarters

HQ city

Bingham / Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations and Sponsorship: Monthly child sponsorship at £25/month with 100% going directly to sponsored children. One-time donations via JustGiving platform. The Foundation has reached the £1 million fundraising milestone.
2. Event-Based Fundraising: Participants in events such as the ASDA Nottingham 10k (minimum £100 fundraising), Virgin London Marathon (minimum £1,850 fundraising), Yorkshire 3 Peaks, and cycling events raise funds on behalf of the charity. Entry fees for some events (e.g., £26 for 10k, £12 for Teddy Bears Picnic) also contribute.
3. E-commerce / Shop Sales: Handmade clothing and goods produced by single-parent mothers in Sri Lanka through the Rosie May Shop (Etsy platform). All proceeds support the Foundation's charitable programs. Ethical fashion with conscience — products made by empowered single-parent mothers earning fair wages.
4. Trust, Foundation and Corporate Grants: Funding received from charitable trusts and foundations including St. James's Place, Pat Newman, Gilchrist, Allan Nesbit Ferguson, Southall Trust, Saga, Delarue, Scott Bader. Corporate sponsors include Ash Accounting, Ayurva, Fuse Design, Invictus, Hammond, and Ovy Design. Bid writing by intern team and staff to secure ongoing grant funding.
5. Tuk Tuk Hire Revenue: Three pink tuk tuks (Roxy, Rosie, Ruby) available for hire at events — weddings, hen parties, children's birthdays, corporate functions. Hire fees go directly to support the Rosie May Foundation.
6. Legacy Giving / Will Bequests: Gifts in Wills are actively promoted as a revenue stream, enabling supporters to leave lasting legacies to support children in Sri Lanka and Nepal.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels11 records

Core offering

The Rosie May Foundation is a UK-registered children's charity that delivers on-the-ground humanitarian programmes supporting vulnerable children and families in Sri Lanka and Nepal. Its core offerings include Project Hope (family strengthening to prevent child abandonment), The Future is Pink (training single-parent mothers as tuk tuk drivers), Girls Can Surf (water safety and surfing), and a child sponsorship programme at £25/month. The Foundation supplements these with ethical retail (Rosie May Shop via Etsy), event-based fundraising, corporate/trust grants, legacy giving, and a pink tuk tuk hire service for UK events.

Product overview

Rosie May Foundation is an international children's charity operating as a collection of programs and social enterprises rather than a unified software product. The core offerings include: Project Hope (family strengthening to prevent child abandonment), The Future is Pink (tuk tuk driver training for women), Girls Can Surf (water safety training), and the Sponsor a Child program. Supporting these are commercial services: Tuk Tuk Hire (vehicle rental with mobile coffee bar), the Rosie May Shop (handmade clothing via Etsy), and Events/Challenges (fundraising activities). The organization also runs the Think Pink Workshop locally in Nottingham. Together these form a portfolio of humanitarian programs and sustainable income-generating activities aimed at empowering vulnerable families in Sri Lanka and Nepal.

Differentiator

Problem solved

Functional benefit

Brands

• Project Hope: Family strengthening programme in Sri Lanka helping keep children with their single parent mothers through holistic care including skills training, education support, and economic empowerment.
• Think Pink
• Pink Tuk Tuks

Products and services

• Project Hope A family strengthening programme in Sri Lanka delivering holistic care to vulnerable single-parent families to prevent child abandonment and keep families together, including skills training, food vouchers, parenting training, preschool, after-school English clubs, and self-help savings groups.
• The Future is Pink A groundbreaking programme training single-parent mothers in Sri Lanka to become tuk tuk drivers, providing sustainable income and safe transportation for women and children in regions with high rates of public transport harassment.
• Girls Can Surf A water safety and surfing programme delivered in partnership with Santosha Society and Manacare Foundation, building sea confidence and water safety skills for mothers and daughters from Project Hope in Sri Lanka.
• Sponsor a Child A monthly child sponsorship programme at £25/month providing education, clothing, school transport, IT, English, sport, dance, counselling, and health education for girls aged 3-18 in Sri Lanka or Nepal; 100% of sponsorship goes directly to the child and sponsors receive annual photographs and progress reports.
• Rosie May Shop An ethically-minded online shop selling handmade clothing created by single-parent mothers from Project Hope in Sri Lanka, providing fair wages and empowering women to support their families; sold via Etsy at etsy.com/uk/shop/RosieMayShop.
• Pink Tuk Tuk Hire A fleet of three pink tuk tuks (Roxy, Rosie, and Ruby) available for hire at UK events including weddings, hen parties, children's birthdays, and corporate functions, with Roxy functioning as a mobile coffee bar; all hire fees support the Foundation.
• Events and Challenges An annual calendar of fundraising events and challenge participation opportunities, including running (ASDA Nottingham 10k, Virgin London Marathon), cycling (Belles of Belvoir, Belvoir Blast), dancing (Strictly Rosie May), family events (Teddy Bears Picnic, Global Tea Party), Yorkshire 3 Peaks, and the Midsummer Ball.
• Think Pink Workshop A free community workshop in Nottingham empowering women to become taxi drivers through the Think Pink initiative, delivered in partnership with DG Cars and Nottingham City Council to provide licensing guidance and connect applicants with a community of women drivers.

Quantifiable outcome

• 600 children kept with their families since 2016 with a 100% family preservation success rate
• +7 more outcomes

Named customers5 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

Partnerships

Eleven partnerships are on record, tiered core and supporting.

• TravelteercoreStrategic or Co-development PartnerTravelteer provides in-country support for volunteers with travel, accommodation, cultural orientation, and basic local language training. They also provide on-going monitoring and de-briefing to improve volunteer performance and ensure input remains relevant and consistent. This partnership enables the ethical volunteer program without the Foundation incurring overhead costs.
• Santosha SocietycoreStrategic or Co-development PartnerPartner in the Girls Can Surf program, which teaches water safety and surfing to women and girls from Project Hope in Sri Lanka. Santosha Society collaborates on the Watura Women's Surf Club initiative.
• Manacare FoundationcoreStrategic or Co-development PartnerCo-partner with Santosha Society in the Girls Can Surf program. Manacare Foundation supports the Watura Women's Surf Club, teaching water safety and building confidence in the sea for women and girls affected by the 2004 Asian Tsunami.
• DG CarscoreStrategic or Co-development PartnerPartner in the Think Pink workshop program for women taxi drivers in Nottinghamshire. DG Cars contributes to changing perceptions in the taxi driving industry, hosts workshop sessions, and supports the initiative to increase women taxi drivers.
• My NottinghamsupportingGTM or Marketing PartnerPartnership for Think Pink workshop promotion and delivery. My Nottingham co-hosts the free workshop for women interested in becoming taxi drivers on 23rd July 2026 at DG Cars, Nottingham.
• Nottingham City CouncilsupportingImplementation/ SI/ Consulting PartnerProvides guidance on the taxi licensing process for women at the Think Pink workshop. Victoria Tyrrell from Nottingham City Council speaks at workshops to help applicants complete their licensing applications.
• The Duchess of RutlandsupportingStrategic or Co-development PartnerCharity patron who has kindly donated access to the grounds of Belvoir Castle for the Teddy Bears Picnic and other events. The patronage lends prestige and enables the Foundation to hold high-profile fundraising events at a historic estate.
• University of NottinghamsupportingStrategic or Co-development PartnerUniversity internship provider through Nottingham Internship Scheme, Santander Easter Vacation Internship, and School of Politics. Six interns from University of Nottingham participated in 2019, supporting fundraising, marketing, social media, research, and other functions.
• Nottingham Trent UniversitysupportingStrategic or Co-development PartnerUniversity internship provider through Grads4Nottm scheme. Students from Nottingham Trent University have interned at the Foundation, contributing to projects such as the Rosie May Shop setup and marketing.
• Steve Vaccarini (Placements Officer, University of Nottingham)supportingStrategic or Co-development PartnerPlacements Officer at University of Nottingham who facilitates student internship placements with the Foundation. Provided a testimonial praising the Foundation's support, inductions, and training for student cohorts.
• Jane Tomlinson's Run For All (ASDA Nottingham 10k)supportingChannel Partner/ Reseller/ DistributorThe Rosie May Foundation is a charity partner for the ASDA Nottingham 10k Fun Run organized by Jane Tomlinson's Run For All. The Foundation receives 20 charity places and recruits runners to fundraise on its behalf.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ChildFund International: Sponsorship-based child sponsorship NGO operating in Sri Lanka and South Asia, with comparable £/$ monthly sponsorship model and family strengthening programs. Closely comparable business model: individual child sponsorship at fixed monthly fee with 100% pass-through to beneficiary.
• Children in Crisis (now Chance for Childhood): UK-based charity working to protect vulnerable children and strengthen families in developing countries, with direct delivery programs. Highly comparable small international children's NGO with similar GTM (events, donations, sponsorship).
• Hope for Children (UK): Small UK-registered children's charity with international programs supporting education and family livelihoods, similar scale and approach to Rosie May Foundation. Directly comparable as a small international children's NGO.
• Railway Children: UK-based children's charity focused on vulnerable children and family separation, similar mission framing. Comparable small-to-mid charity model with UK HQ and international field operations supported by individual donations and events.

Broad incumbents

• Save the Children UK: Large UK children's charity with extensive Sri Lanka and Nepal programming including child protection, education, and family strengthening. Overlaps with Rosie May Foundation's mission of preventing family separation and supporting vulnerable children.
• Plan International UK: Major international children's rights and girls' empowerment charity operating globally, including in Sri Lanka. Directly comparable as a UK-registered children's NGO supporting education and family livelihoods in similar geographies, but at vastly larger scale.
• World Vision UK: Large faith-based international child sponsorship and community development charity with operations in Sri Lanka and Nepal. Directly comparable sponsorship model and child-focused programming; competes for the same UK individual donor pool.

Others

• JustGiving: Online donation platform used by Rosie May Foundation for processing all child sponsorship and event fundraising. Indirect ecosystem participant; comparable platform used by virtually all UK charities for digital giving.
• Travelteer: Ethical volunteer travel partner providing on-the-ground support for Rosie May Foundation's volunteer program. Adjacent infrastructure provider enabling international volunteer placements without overhead costs.

Regional players

• Sri Lanka Children's Charity (umbrella orgs): Regional Sri Lanka-focused child welfare charities operating family preservation and education programs. Directly comparable geographic and programmatic focus on preventing institutionalization and supporting single-parent families.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/544847758869563
• Instagraminstagram.com/rosiemayshop
• LinkedInlinkedin.com/company/rosie-may-foundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Rosie May Foundation