Turn Up the Dial
Grief changes everything. When a child or young person loses someone they love — a parent, a sibling, a carer, a friend — their whole world is turned upside down. Every part of life is affected. And for far too many, the support they need simply isn’t accessible.
At Winston’s Wish, we’re here to change that. For over 30 years, we’ve stood alongside grieving children and young people. And now, as we look ahead to the next four years, we’re launching a bold new strategy that builds on our past and looks determinedly to the future.
Our 2025–2029 Strategy is a promise: No child or young person grieves alone.
Download our full strategy below or keep scrolling to view our key points!
Why this strategy matters
A parent dies every 23 minutes in the UK. That’s thousands of children left to navigate heartbreak alone. The ripple effects of unsupported grief are wide, from emotional and mental health challenges, to falling behind in education and employment, increased risk of contact with the justice system, and even suicide risk. But it doesn’t have to be this way.
We believe that no child or young person should ever grieve without support. And we know that with the right help, they can face the future with strength, resilience and hope.
Our strategy sets out how we’ll make that belief a reality.
Our Strategic Priorities
Definitively Digital-First
We’re turning up the dial and building on our innovative work in digital bereavement support. Digital is not just a tool, it’s a driver of transformation across five key areas:
- Experiences – Enhancing the journeys of grieving children, families, supporters and donors through more intuitive, compassionate digital touchpoints.
- Insights – Using data to understand, evaluate and continually improve our services and sustainability.
- Platforms – Investing in modern, secure, and adaptable technologies that empower delivery and innovation.
- Connectivity – Growing and strengthening our networks, collaborations, and reach through digital community-building.
- Integrity – Embedding ethics, trust, transparency, and security into every digital decision we make.
Digital will continue to help us reach more people, more effectively, and with greater impact.
Centring Children and Young People
Children and young people are not just at the heart of what we do — they are the reason we exist. Our strategy reaffirms our deep commitment to putting their voices, needs and living experiences at the centre of every decision, service, and message.
We will embed child- and youth-centred participation across our work, making sure that every young person we support is seen, heard, and empowered.
Championing Equity, Diversity and Inclusion
We are proud to be a living, learning, anti-racist organisation. Over the next four years, we will continue to take meaningful action to become ever more inclusive, representative, and fair in everything we do — from who we hire, to how we deliver, to the systems we challenge.
We believe that inclusive grief support is effective grief support. Every grieving child and young person, no matter their background, deserves care that recognises and respects their unique experience.
Building a Sustainable Organisation
Sustainability is more than survival — it’s about strength and integrity. That’s why we’re committed to:
- Strengthening financial resilience through robust income generation and ethical fundraising.
- Ensuring transparency and governance excellence in every part of the organisation.
- Managing risk thoughtfully and pursuing continuous improvement across all areas.
We’re building Winston’s Wish to last, for every young person who needs us both now and in the future.
Growing Impact through Collaboration
We know we can’t do this alone. That’s why we’re placing partnerships and collaboration at the heart of this strategy.
Whether through transformational projects, cross-sector alliances or grassroots networks, we will work with others to create a deeper, sustainable impact for grieving children and young people.
In this next chapter, schools and the education sector will be a renewed priority. Through a powerful, youth-driven campaign, we will help teachers, staff, and students build understanding, compassion and practical support in every classroom.
The future starts now!
Our new strategy is about building a world where grieving children are never invisible, unsupported, or alone. It’s about listening to them, standing beside them, and building systems that work for them, not just around them.
Together, we can build something extraordinary.
Help us make it happen
Give a donation or set up a regular donation and help us in our mission to ensure no child or young person grieves alone.
Join our team of fundraisers and help raise vital funds! Choose and event or do something entirely of your own creation today.
Change a life by becoming a volunteer today! We’ve got loads of roles to choose from and whatever you choose, you’ll be making a real difference.
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