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Royalty, celebrities and sports stars market “My Big Day.”
The foundation raised SEK 28 million last year; 86 percent goes to children, according to the website.
Actually, the sum is not even half.
Princess Madeleine, Danny Saucedo and Tobbe Trollkarl are some of the celebrities associated with the “My Big Day” foundation.
The activities of the foundation are to ensure that sick children fulfill a wish. It can be a meeting with the sports side, a visit to a zoo or a movie night.
In recent years, the foundation has raised nearly SEK 30 million annually through donations and grants. In 2019, the sum was 28 million SEK, mostly gifts from the public.
The foundation writes on its website that of all the funds raised last year, up to 86 percent went to children. The task is illustrated with a high coin where only the best are said to go to management and collection.
86 percent of all the funds raised go to children, according to the foundation. Actually, it’s not even half
Office at Stureplan
What is not so clear is that SEK 11 million went to salaries and social security contributions. A further SEK 2 million was used for renting office space and equipment. “My Big Day” has its business address at Östermalm in Stockholm, a stone’s throw from Stureplan, but the office is located in Vasastan.
In 2019, the cost of salaries, rents, administration and fundraising was SEK 18 million, or more than half of the SEK 28 million collected.
Secretary General Jennifer McShane does not want to answer questions over the phone, but asks Aftonbladet to email her. When asked why they write that 86 percent goes to children on the website, she replies, however, that it is “money that goes to the business.”
Isn’t that how the website says?
– I think you really understand. I am very happy to reply to you by email.
“Operating expenses”
In an email response, Jennifer McShane writes that 86 percent are “direct purpose costs.” You do not think it is misleading that it also includes wages and rents.
She refers all follow-up questions to the Swedish fundraising control.
The Swedish fundraising control examines 90 accounts, which has “My big day”. Under the rules, 75 percent of the money raised must go to the purpose. However, you do not have to break the rules for counting wages and room rent for this purpose, according to the chancellor of Swedish Fundraising Control Lena Hörnblad.
What do you say about the foundation spending about half on salaries, social security contributions and income?
– If it is the case that these costs are included in the purpose of the organization, they must also be included as cost of purpose. Since meeting your goals over the past three years has averaged 92 percent, you meet our requirements.
Photo: Pelle T Nilsson / SPA
Princess Madeleine visiting the office for My Big Day.
Photo: Pernilla Wahlman
Jennifer McShane, General Secretary of the Foundation.
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