Our values

Unstoppable
Never give up on making pregnancy and birth safer for everyone

Evidence based
Being non-judgemental and disseminating evidence to support parents' decisions

Excellent stewardship
Meet and wherever possible exceed the expectations of our supporters, beneficiaries and other stakeholders

Performance
A sustainable and robust fundraising model which delivers income growth so we can direct more investment to our charitable activities and outcomes

Improvement
Learn and improve in everything we do

Challenging
Innovate, question the accepted norm, plan in detail and take measured risks to increase our fundraising income and reduce pregnancy loss

Openness
use our resources wisely and communicate our activities, processes and performance to our supporters and other stakeholders

Together
Work with parents, experts and partners to achieve our goals – together we can do more

Caring
Always be kind, considerate, supportive of each other and passionate about what we do