How does that relate to existing public and voluntary services?
We come into a lot of contact with people in the voluntary sector. It is really important that they are aware of what we are thinking and vice versa if we are to maximise the money we raise – £38m last year. In terms of us solving or providing the range of solutions required to address the myriad disadvantages experienced by children and young people requires co-ordinated action by all the stakeholders. How has the downturn affected your fundraising? We were very concerned last year, and then we took the highest amount ever. Our supporters understood that, in a recession, the most vulnerable people, including children and young people, get hardest and quickest hit. I’m sure they’ll continue to understand that. Many people have grown up with Children in Need and understand it makes a difference to people who actually aren’t very far away from them. But also, more broadly, when we make the call to action we have no selfish interest in the money ourselves. We do this on behalf of the hund
