Redkite is a non-government charity organisation based in Sydney, Australia. It supports young cancer patients up to the ages of 24 and their families with financial assistance, hospital services and rehabilitation activities, social services and grant-making activities. The organisation operates in all Australian states and has raised $11.88 million through fundraising activities in the 2017 financial year with net surplus totalling $39,000. Redkite currently has 68 employees, 501-1000 active volunteers and 9 board members. Redkite is classified as a large charity organisation which makes up 17% of the 56,000 registered charities in Australia. Charities that provide educational or health services such as universities, hospitals and aged care facilities makeup 18.7% of the sector however contribute 45% of the sectors revenue which was reported to be 142.8 billion in 2017.
The organisation was founded in New South Wales in August 1983 under the name the Malcolm Sargent Cancer Fund for Children in Australia. The name was inspired by Sir Malcolm Sargent who died of pancreatic cancer in 1967. It began with providing basic financial grants and practical assistance however later developed other services to support families with children that have cancer. It was then established in Queensland, Western Australia and Victoria. In 2005, the Malcolm Sargent Cancer Funds in New South Wales, Queensland and Western Australia merged. Victoria joined later in 2007. The entity formally changed their name to Redkite in that year. The organisation still operates in all Australian states.
Vision & Purpose
Redkite's purpose is to provide essential support to people diagnosed with cancer of ages 0–24 and their families with financial assistance and social services. They provide their services to patients in all stages of their cancer journey. Redkite's vision is to support all people ages 0–24 suffering from any type of cancer.
Cancer treatment costs
One in fifty Australian's have had cancer in 2017 and cancer has accounted for 28.1% of Australian deaths in 2017. For children, on average 770.2 are diagnosed with cancer annually. A study published in 2018 showed that the mean annual cost after the initial treatment phase was $4,474/case and the mean cost for the last year of life was $49,773/case. The study also indicated that the cost for cancers among people in Australian diagnosed between 2009 and 2013 was $6.3 billion AUD, with the most expensivetypes of cancer to treatment colorectal cancer, breast cancer, lung cancer and prostate cancer. Australia's national body for cancer, Cancer Australia, works with many Australian NFP organisations that aim to address issues specific to people affected by cancer and this includes organisations such as Redkite.
Financials
In the 2017 financial year, Redkite reported a total revenue of $11.88 million with net profit $39,000. Their fundraising activities include income investments, donations and bequests and Other Revenues. Other revenues include fundraising from events, communities, trusts and foundations, corporate and campaigns. Their surplus amounted to $39,000 by the end of the 2017 financial year with expenses on Grants and Donations in Australia, Employees salaries and administrative costs and Other expenses. Although revenue had expanded, net profit had declined from $51,000 in FY2016. Assets for FY2017 had increased to $16.52 million from $14.91 million in FY2016. Net assets for the financial year stood at $8.96 million, compared with $8.31 million in FY2016. Redkite organises many fundraising activities with volunteer workers in communities including marathons, parties and public schools programs.
Corporate quiz
$1.2 million was raised at the 2017 Redkite corporate quiz through attendees and sponsors. It is an annual charity event attended by leaders from the business and philanthropic community and is held across most Australian states. Attendees compete in three rounds of trivia with their teams for the title of the "smartest company".
Coles and Redkite partnership
Ever since their partnership began in 2013, Coles has raised $30 million for Redkite. These funds were mainly generated through; 5c donations on the sale of every Coles Brand bread loaf, promoting Redkite in-store and online which also includes collecting donations for Redkite from team members and customers, and running other donation campaigns during the festive seasons. 50% of the money raised was from the sale of specially marked Coles Brand bread.
Programs
Hospital based support
Redkite funds oncology social workers in hospitals who provide psychosocial assessments and treatment to cancer patients and their families related to illness adjustment, coping mechanisms and discharge planning. Oncology social workers are also responsible for maintaining communication with their patients health care providers to document their patients cancer journey and ensure the means for treatment are best achieved. Redkite invests in Music Therapy for their cancer patients due to the stress and depression associated with cancer. Redkite claims it is the largest non-government funder of children and adolescent oncology social work in Australia. Social oncology or Psycho-oncology is an interdisciplinary field that mainly focuses on the psychological, social, and behavioural aspects of cancer.
Community based support
Redkite provides financial assistance to families for living expenses such as groceries and bills. In 2017, $1.952 million was spent on financial assistance. As a component for discharge planning for patients, Redkite sometimes provides education grants and scholarships. These funds amounted to $400,000 in 2017.
Partners and Supporters
Redkite's leading partner is Coles Supermarkets, one of Australia's largest retail chains. Coles has 807 retail stores across Australia with 695 Coles and Coles express branded petrol stations. Research indicates that community awareness of Redkite was largely due to Coles. In 2013, community awareness of the charity rose by 8%, just one year after their partnership began. 65% of people who had heard of Redkite had done so in relation to Coles supermarkets. Redkite is also in partnership with major Australian sports teams such as Sydney Swans, Fremantle Dockers and the national rugby union team. Sydney Swans have been in partnership with Redkite for over 17 years. The annual Redkite Celebrity AFL match is played between two teams consisting of Australian Celebrities and Redkite supporters, with each team captained by Adam Spencer and Australian actor Les Hill. The game is played on Sydney Swans home stadium. Teams also compete to accrue the most donations from supporters. These donations go directly to Redkite. The Fremantle Dockers and Sydney Swans compete annually in a friendly match for the Redkite Cup in support of the charity.
Controversy
In 2018, staff members from a particular Coles supermarket store were told to make compulsory donations to Redkite during the store's 'Mufti Day'. Coles responded immediately through Twitter stating that donations are voluntary for team members and that it had removed this practise from the store.
Redkite fraud scandal
A former hockey player for the Australian national team, Kate Hubble, had pleaded guilty to defrauding Redkite after pretending to be diagnosed with cancer for financial advantage. Hubble had continued to received her $73,000 salary from her job at Redkite and was also paid sick leave. In early 2015, Hubble informed colleagues about her cancer diagnosis which was supported by forged medical letters from a Perth oncologist. A letter from Hubble's GP advised Redkite to allow her to work from home at her own discretion. Her employment was terminated after Redkite's investigation. Kate Hubble was fined on four charges totalling to $2620 plus a two-year good behaviour bond.
Home brand bread
Critics argue that the Redkite label found on Coles's popular bread loafs which displays a donation sign indicating a 5c donation to the charity is used to distract consumers from the effects of cheap bread loaves in Australia's largest supermarkets, Coles and Woolworths. The pricing of the bread loaves would force bakeries and independent retailers to lower prices and potentially cause them to exit the market due to profitability. This was deemed anti-competitive by South Australian Senator Nick Xenophon. However, Woolworths’ managing director, Tjeerd Jegen, states cheap bread would make a "great difference to a family’s budget".
