Trigger warning: Some content in this blog post may be triggering or upsetting for those who have experienced pregnancy loss or the death of a baby.
We’re pleased to announce our 2025 charity partner, Sands – the UK’s leading pregnancy and baby loss charity.
Every year, we give our parents and team the opportunity to nominate a charity or cause for us to support. This is followed by a shortlist and vote, to select our charity partner for the year. This year, we received over 90 nominations and shortlisted for vote:
- Bliss – supports families of babies in neonatal care.
- Sands – Saving babies’ lives. Supporting bereaved families.
- Cancer Research UK – saving lives through research, influence and information.
- Macmillan – here to do whatever it takes to support people living with cancer.
For us, it’s important our nominated charity or cause resonates with our parents, families and team and that together we do good. Fundraising for this partner runs from November (from the year before) until the end of October the following year. Each nursery has a fundraising target of £650 for the year – with many of our nurseries regularly raising over £1,000 each year. Our fundraising events continue to be cash-only, this allows us to minimise unnecessary costs such as card handling and processing fees and donate 100% of money raised to our charity partner.
Every day 13 babies die before, during or shortly after birth. Sands works to support anyone affected by pregnancy loss and the death of a baby to offer understanding and comfort. Every day, they work to improve care, discover why babies are dying and reduce inequalities in health care.
Sands offer support for all types of pregnancy and baby loss, as well as specific support for men, those from Black and South Asian communities, those bereaved longer ago and those affected by termination for medical reasons (TFMR).
Commenting on this year’s partnership Susan Mills, Founder of and CEO at Cherubs Nurseries said “Our charity partnerships and community life efforts are central to everything we do at Cherubs Nurseries. Thanks to the support and generosity of our parents and families we continue to raise some incredible amounts for worthwhile charities and causes and I’m sure 2025 will be no different. Sadly, to date, some of our parents and staff have lost a baby. It’s important we support Sands for them – and in memory of their babies.”
Alongside our nominated charity partner, we make a difference locally in our communities by:
- Hosting monthly community clean ups
- Partnering with local residential homes to promote inter generational relationships and experiences
- Host donation drives for local food banks and soup kitchens
- Donate used bedding, blankets and towels to Dogs Trust centres
You can find out more about our fundraising and community life efforts here.
*Hero photograph used with permission from Sands.
