47
Annual Report 2013–14
Annual Report 2013–14
Who we are
Since 1964 we’ve been supporting mothers to
breastfeed and raising community awareness on the
importance of breastmilk.
Our breastfeeding services, including our 24/7
Breastfeeding Helpline, local breastfeeding
counsellors and support and education groups make
a life-changing difference to mums and their babies.
Our Vision
Breastfeeding is recognised as important by all
Australians and is culturally normal.
Our Mission
As Australia’s leading authority on breastfeeding, we
support, educate and advocate for a breastfeeding
inclusive society.
Our values:
• Mother-to-mother support
• Excellence and innovation in breastfeeding support
• The contribution of our people
• Honesty and respectABN 64 005 081 523
Contents
President’s message 2
Association overview 4
Key achievements 2013–14 6
Membership 10
Breastfeeding Friendly Workplace 13
Our Volunteers 14
Statistics at a glance 18
President’s message
As the celebrations marking the Australian
Breastfeeding Association’s (ABA) 50th year come
to a close, I am thinking over the past while looking
forward to the future. This has been such a satisfying
and rewarding year, witnessing our teams come
together and deliver impressive, professional and
successful events in celebration of the Association’s
history. I have had the privilege of attending both
intimate and large scale events including the
launch of Nursing Mums: A history of the Australian
Breastfeeding Association 1964–2014, the introduction
of our commemorative rose, Little Ray of Sunshine, at
the Melbourne International Flower and Garden Show
and possibly the Association’s biggest event of all time,
Liquid Gold, our conference that attracted more than
1000 delegates from around Australian and overseas.
A personal high point for me at Liquid Gold was the
thrill of awarding honorary memberships to seven
people whose commitment to the Association has
been unwavering over a great many years. Honorary
membership of ABA is a very special privilege and I was
delighted to acknowledge the outstanding contribution
of Emilynne Capelli, Louise Duursma, Barb Glare,
Emeritus Professor Peter Hartmann AM, Dale Nigro,
Janet Sullivan and Kirsten Tannenbaum.
It has been an honour to stand alongside Mary Paton,
Founding Mother, and acknowledge the commitment
and effort of thousands of volunteers, spanning three
generationsandreflectnotonlyontheachievements
of our organisation, but also to acknowledge most
importantlythesignificantrolewehaveplayedin
supporting families. Support is at the core of what we
do and underpins all the work we do and the services
we provide.
The Breastfeeding Helpline is available to Australian
families 24/7 and is staffed by trained volunteers,
allqualifiedtosupportcallersthroughtheir
challenges and assist in enabling them to meet their
breastfeeding goals. Members receive additional
support through their local group activities, where
they can share experiences and learn from other
mothers too. We have seen a great uptake of ABA’s
Community Breastfeeding Mentor course with
Indigenous health services and secured funding to
deliver the program to Aboriginal health workers in
a number of locations, including rural, remote and
metropolitan areas.
In addition to the huge amount of work that went into
our 50th birthday celebrations, there was also great
3
effort placed on strategic planning for our Association’s
future, leading to the commencement of the early
stages of implementation. After completion of a new
Vision, Mission and Strategic Plan last year, the Board
this year conducted a review of our business lines
toensureeffectiveandefficientimplementationof
the Strategic Plan. The objective is to ensure the
Association is relevant to the Australian community
andfinanciallyviablenowandintothefuture.
To ensure we are in a position to deliver on this
objective, the Board is focusing resources on core
service delivery to secure the long-term viability of
the Association.
The functional review led to the creation of six
portfolios,allreportingtotheExecutiveOfficer/
ChiefExecutiveOfficerandincludedtheappointment
of a senior manager to lead each business line and
give it the focus, attention and resources required to
be effective. The creation of these portfolios and six
new management positions will allow our CEO and the
Board to work on the business, rather than in it.
As the new structure is implemented, the new
appointeesfindtheirfeetandweimplementour
operational plans, the Board will step back from our
operational focus and perform an oversight and true
governance role — a goal the Board have been working
towards for a few years. This will enable better
decision-makingduetobettervisibilityofourfinances
and risks. It will also allow us to see the organisation
with a more strategic lens, when Directors are no
longer working so closely within the business.
We have welcomed two new directors to the Board of
Directors — Scott Williams and Sarah Lowndes. Scott
and Sarah each bring an impressive skill set that will
further diversify and strengthen the Board knowledge
base thus providing broader considerations to the
Board’s decision making.
The Association is not without challenges. In particular,
governments are casting a critical eye over their
funding recipients and young women are turning
to social media for support and friendship at this
important time in their lives, instead of grassroots and
face-to-facemeetings.However,Iamconfidentthat
withamoreefficientandrobuststructureandafresh
perspective, we can rise to meet these challenges.
We have a unique service proposition that is still
relevant to new mothers and health professionals and
a dedicated team of staff and volunteers with the
knowledge and skills to meet these challenges head on.
After more than 8 years with the Association, our
ExecutiveOfficer,SueMcIvordecidedtoleavein
search of new challenges. During her time with the
Association, Sue saw tremendous change including
the Association becoming a Registered Training
Organisation (RTO) and moving to a national, federally-
funded Breastfeeding Helpline. Sue has been actively
involved in the celebrations and commemorations of
our Golden Jubilee year. On behalf of the Board of
Directors, all staff and volunteers, I wish Sue every
success as she pursues new interests and challenges.
Finally, I must say thank you to everyone who has
contributed to the Association and enabled us to do
what we do:
• Our staff — paid and volunteer — who provide
countless hours ensuring families receive up-
to-date, evidence-based information to support
breastfeeding.
• Our donors — their generosity enables ABA to
engage with local communities.
• Our sponsors and endorsees who value ABA’s
position as the leading authority on breastfeeding.
• Our funding bodies — the Australian Government,
Department of Health supports our Breastfeeding
Helpline and State governments provide support to
our branches.
Rachel Fuller
President
3
Association overview
The Association is recognised as the leading authority
on breastfeeding in Australia and also enjoys an
enviable reputation around the world.
The work of the Association is being guided by the
priorities set out in our 2013–2016 Strategic Plan
which ensures we remain focused on our mission so
Key Result Area 1 - Breastfeeding Support
Provide mothers with practical mother-to-mother
support and information, enabling them to establish
and continue breastfeeding.
Key Result Area 2 – Organisational Viability
Provideforfinancialsecurityandeconomic
sustainability by diversifying income streams,
protecting and increasing the real value of our
financialassets,investingwellandusingourfinancial
and people resources with economy.
Key Result Area 3 - Training Education and
Resources
Provide high quality and accessible training, education
and resources to our volunteers, health professionals and
the wider community to ensure skilled, knowledgeable
and practical breastfeeding support for mothers.
Key Result Area 4 – Advocacy
Strengthen the advocacy work of the Australian
Breastfeeding Association in order to improve
breastfeeding outcomes, and through participation in
breastfeeding research and policy development, educate
the broader community that breastfeeding is normal.
Key Result Area 5 – Public Awareness and Profile
Maintain the Australian Breastfeeding Association
asanauthoritative,high-profileorganisationthatis
responsive to changing needs to protect, support and
promote breastfeeding.
Key Result Area 6 – Governance and
Organisational Development
Develop a well-governed, effectively managed,
representative and accountable organisation that
values and recognises the contributions of its people.
From our beginnings in suburban Melbourne in 1964, the Australian Breastfeeding Association has
grown into a national organisation dedicated to the support of breastfeeding mothers and babies. Our
Association’s strong practical support and advocacy for mothers wanting to breastfeed their babies has
been credited, since the 1970s, with increasing breastfeeding rates in Australia.
that breastfeeding is recognised by all Australians as
important and culturally normal.
As we embark on the next 50 years, the key strategies
of our Strategic Plan will ensure we are focused and
remain relevant to the mothers in the community
who need information, assistance and support as they
breastfeed their babies.
Strategic Priorities - 2013 to 2016
Organisational Chart
Throughoutthefinancialyear,theBoard
undertook a rigorous review of the business.
Changes were made to the organisation’s
structure so as to position the Association to
deliver on our strategic priorities of focusing
on our core service delivery and meeting the
changing needs of today’s mothers and families
with small children.
The Board has been working towards a more
robust governance structure which would see
the Directors move away from the historical day-
to-day management activities of the Association
to one where the Board is operating from a pure
governance position, one of strategic direction
and oversight.
The Association’s organisational structure has been
developed to bring together like functions of the
business, under the direction and leadership of a
senior manager.
Members
Board
Chief Executive Officer
Research and Information
Training and Education
Operational Services
Consumer Services
Professional Services
Corporate Affairs
5
members, volunteers, sponsors
and health professionals. The
conference organising committee
provided a world-class program
with leading international speakers
and a range of ABA topics on
Association services and products.
Australian Commemorative Prepaid Envelope
Capturing our 50 years contribution to the community
with a commemorative envelope.
Nursing Mums: A history of the Australian
Breastfeeding Association 1964–2014
The history book has captured
the spirit of our Association
as it evolved over the last
50 years. It is a wonderful
collection of stories and pictures
that highlight not only the
Association’s achievements but
also the love, friendships and
support that have been provided by so many women
over the years.
Our thanks to everyone who has been involved in one
of the many organising committees that have worked
tirelessly to bring such a big program together this
year to celebrate our achievements. It just wouldn’t
have been possible without your dedication.
24/7 Breastfeeding Helpline
Another big milestone for the Association this year
was the 5th birthday of our Breastfeeding Helpline
service. Since going live nationally on the 26 January
Key achievements 2013–14
50th AnniversaryThe Association proudly celebrated 50 years of
operation. Our volunteers are the life blood of
the Association. Our core services are delivered
by volunteers. It is this generosity of time and
commitment offered by so many women throughout
Australia which has made us such a strong unique
organisation. Our collective contribution to the
Australian community must not be underestimated.
We are enhancing the lives of families with small
childreneveryday,soitisonlyfittingthatwetake
thetimetoreflectonourpast50yearsandcelebrate
our achievements.
We marked the milestone with a number of key
national activities such as the national conference
held in Melbourne, the creation of a commemorative
rose cultivated especially for the Association and the
launch of a history book capturing the highlights of
the past 50 years.
Celebrationsflowedoutintoourstatenetworkswith
many events including morning teas, picnics and dinners.
Little Ray of Sunshine – Commemorative Rose
What a lovely way to make tribute to
the 50 years’ work of the Association.
Our members and supporters
purchased the 50th Anniversary
Commemorative Rose as gifts for
their friends and family or to watch
bloom in their own gardens.
Liquid Gold Conference
The national conference was held at the Melbourne
Convention Centre with over 1000 attendees including
2009, there has been an
11% increase in calls.
Duringthefinancialyear,
the Breastfeeding Helpline
received 87,298 calls from
mothers and families
looking for support and
information on their
breastfeeding and feeding
journey. This large volume of calls highlights the
demand there is in our community for the service.
In 2013 we undertook a caller survey which provided
uswithaprofileofthosecallingtheservice:
• 98.9% of respondents were mothers
• 67.7% had one child
• 42% were aged between 30–34years
• 84.6% called on more than one occasion in a
3-month period
• the top reason for calling was due to sore breasts/
nipples (30.8%)
• 89% of respondents said the counsellor empathised
with their situation and that they would call the
Breastfeeding Helpline again
• 90% would recommend the service to a friend
or relative.
Such strong recall statistics demonstrates the positive
impact our counselling staff are having with mums
whoarehighlysatisfiedandwouldoverwhelming
recommend or reuse the service themselves.
We have seen an increase in the number of volunteers
participating on the Breastfeeding Helpline over the
last 2 years. In particular our volunteers contributed
29,900 hours to the Breastfeeding Helpline this
financialyear,with639or73%ofourvolunteerstaking
calls. This is an average of 47 hours per volunteer per
year, in addition to the many other volunteer roles
that these same counsellors provide, such as running
prenatal classes, leading group meetings and visiting
local health services. ABA volunteers are regularly
volunteering around their children, in their own
homes. They are the model of volunteering, combining
mothering and volunteering, while nurturing our next
generation of volunteers.
Embracing Technology
The Association has teamed up with Melbourne
technology company Small World Social to trial an
innovative way to support mums with breastfeeding
utilising latest technology by Google, Google Glass. The
trial involved using an online mobile portal to access
ABA information and the latest wearable technology
from Google, called Google Glass, a voice-activated and
hands-free device which was used to place a video call
to a breastfeeding counsellor. Through the technology,
the counsellor is able to view the breastfeeding concern
through the camera on the glasses, see exactly what
the mother was seeing and give immediate suggestions.
We extend our thanks to the 5 mothers and the 15
volunteer breastfeeding counsellors who participated
in the trial. At the end of the 6 weeks, the mothers
were interviewed and they all spoke very highly of
the support they received from the counsellors and
were impressed with their breastfeeding knowledge
andtheirflexibilityworkingwithnewandattimes
challenging technology. When surveyed, both the
breastfeeding counsellors and mothers said the
technology was useful in circumstances where the
counsellor needed to be able to observe the baby
during a breastfeed to support the mother in working
throughthesituationtofindasolution.
The project which oversaw the trial with the
Association has won a number of international awards:
• Questar Awards — Grand Award — Best of
Emerging Media and GOLD Emerging Media: App
• International Design Awards — BRONZE
Multimedia: Professional
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• International Design Awards — Honourable mention
• Eventtechnology Award — Best Use of Physical
Interactive Technology
• Eventtechnology Award — Best New Tech Product
• Victorian Public Health Awards — Finalist
The Association is vitally interested in monitoring the
technological environment into the future so we can
remain abreast of changing trends in communication
tools. This trial gave the Association an opportunity to
explore the ways we may be connecting with the next
generation of mothers while also highlighting what
great resources we already have — our volunteers.
Branch highlights With the 50th Anniversary celebrations and changing
landscape for many of our state branches around
funding for their state-based activities, it has been a
very busy year all round.
Western Australia
1150 Members
In February 2014 the WA training team, the Public
RelationsOfficerandtheBranchPresidentattended
a national weekend in Melbourne. They achieved a
very rewarding and positive experience and were
able to bring back to the local level new skills and an
increased awareness of the national perspective for
the Association.
The Branch conducted two training days over the 12
months. Thanks to the work of the dedicated training
team, we’ve had several trainees qualify and after
a supported practicum are now on the National
Breastfeeding Helpline.
The Branch held a Family Picnic in April to celebrate
the launch of the Little Ray of Sunshine commemorative
rose. The winner of the naming competition was able to
attend and gave a great insight into her selection of this
beautiful rose name.
WA volunteers are a passionate group of people
committed to promoting and supporting breastfeeding,
with almost 70% of counsellors taking calls on the
Breastfeeding Helpline. Our heartfelt thanks to the
amazing Western Australia Branch Team for their
continued enthusiasm, reliability and dedication.
— Judith Lee, Branch President
New South Wales
2770 Members
OurBranchhasbenefitedbyanadditionalfunding
grant from the Federal and State governments to
support training. We have been fortunate to provide
training workshops, both metropolitan and regionally
for over 150 attendees thanks to this grant funding.
TheBranchofficestaffhavemadesignificantheadway
into streamlining many of their administrative systems,
such as booking training online, which frees them up
to concentrate on more service delivery activities.
Breastfeeding education classes are a growing area
ofengagementinlocalcommunitiesandasignificant
source of new memberships. A new brochure promoting
BECs was distributed to expectant parents at the two
major expos and is proving to be a successful strategy
for increasing sales — over 200 couples attended
BECsinthefirsthalfof2014.Demandhasmeantthat
classes are now being offered in new locations and
additional sessions are being added to accommodate
extraparticipantsinsomeareas.Thebranchoffice’s
BECs have increased to almost monthly and draw
attendancefromasfarafieldastheBlueMountains
and South and Central Coasts adding to the classes
offered less frequently in those areas.
— Emma McLean, Branch President
South Australia and Northern Territory
825 Members
This year the SA/NT Branch enjoyed celebrations
for the 50th Anniversary and had a good attendance
of volunteers to the national conference. A grant
assisted with conference attendance and the delivery
of a successful Health Professionals seminar in
South Australia.
Funding has been secured for South Australia for the
nextfinancialyearandtheNorthernTerritoryfor
the coming 3 years which will go towards supporting
localised initiatives.
Several new appointments were made during the year;
an Acting Branch President following the sudden loss
of Kathleen Heraghty, a new Branch Treasurer for SA
and an Assistant Branch President from NT.
— Roseanne Fisher, Acting Branch President
Tasmania
265 Members
The Tasmania Branch received positive media support
acknowledgingthesignificantcontributionofthe
Association over the past year when they held two
successful regional 50th birthday events in the north
and south of the state, and four local group events.
Wehadfivesuccessfulgrantapplicationsinthefinancial
year and undertook the implementation of programs
associatedwithfundingfromthepreviousfinancial
year. These were for breast pumps for our hiring service
and breastfeeding and parenting resources for eg
health centres. Two of these grants along with several
donations in response to our letter-writing campaign,
were also received to support our volunteers to attend
the national conference in Melbourne.
— Marion Bowen, Branch President
Queensland
2670 Members
Withanincreasingnumberofbranchpositionsfilled
by volunteers living outside the Brisbane area, we are
increasingly reliant on modern technology to keep
in touch and conduct meetings. Two of our Assistant
Branch Presidents live outside Brisbane, as does
our Branch Training Coordinator. We have now gone
exclusively to online Branch meetings, which enables
volunteers from around the state to participate.
WiththefundingforourBranchofficewindingdown,
Queensland Health has employed a consultant to help
us write a transition plan to become self-funding. All
state government funding will cease at the end of
2015. We continue to look for grants and with the help
of our dedicated Grants Coordinator, we are able to
help Groups with ideas for grants or help in writing
submissions.
For ABA’s 50th anniversary, there were many
celebrations around the Branch. We had a state-based
launch of Nursing Mums: A history of the Australian
Breastfeeding Association 1964-2014, with guest speaker,
Brisbane author Mary Rose MacColl who subsequently
wrote about ABA in her weekly newspaper column and
later in the year we held a High Tea with nearly 130 past
and present volunteers from every decade of ABA.
— Elizabeth Oei, Branch President
Victoria
3895 Members
We celebrated the 50th Anniversary with an event at
the Melbourne Zoo. Our Founder, Mary Paton AM and
current president, Rachel Fuller cut our birthday cake,
gave speeches and signed the history books we had on
sale. Other VIPs included Kim Syrus the grower of our
commemorative rose Little Ray of Sunshine, historians
Jill Barnard and Karen Twigg, authors of Nursing Mums:
A history of the Australian Breastfeeding Association
1964–2014 and Kathleen Mather from the History
Steering Committee who talked about the history book
process. Many of our national sponsors were able to
join us and we had some 350 people in attendance.
—Sharon Green, Branch President
Australian Capital Territory
615 Members
OurveryfirstfamilypicnicatLanyonhomesteadwasa
wonderful day out for all and with excellent feedback
provided to the ACT Legislative Assembly by our special
guest commemorative rose grower, Nicole Lawder.
Our dedicated team of volunteers brought together
an exciting package of information and promotional
materials to promote our work to the broader public
at the Baby and Beyond Expo. The background work
and degree of organisation that went into this was
awesome. It just goes to show what a motivated group
of women can do when they come together as a team.
Our participation on the Breastfeeding Helpline is
continuing to grow as we get close to reaching our
target of 70% counsellors actively involved.
— Andrea Gledhill, Branch President
9
Membership
Personal
We continue to look for opportunities to promote
membership to families with new babies. We know
our service is highly valued in the community and
we continue to see increasing numbers of calls
to the 24/7 Breastfeeding Helpline. However, our
membership numbers continue to slowly decline.
To ensure we remain current and relevant to today’s
mums and families our membership offering will
undergo a review in the new year. We will be asking
our members what aspects of membership they value
and opportunities for improvement so we can best
respond to the needs and preferred communication
mechanisms. For example, we understand that
some 80% of our hits to the website are from mobile
devices so this is an area we will be responding to so
we make information easily accessible through these
environments.
One of our key communication channels to our
members, the personal eNewsletter has had a face-
lift with the purpose of making it more engaging
and reader friendly. These new features included
regular columns by well-known parenting writers and
a monthly feature celebrating one of our volunteers
called ABA’s Everyday Champions. Featuring our
volunteers in our eNewsletter is our way showing
how much we value their incredible talents and
contributions.
We continue to promote membership at events
and have had a display stand at all of the major
events for parents, including the Pregnancy, Babies
and Children’s Expos and Baby and Toddler Shows
nationwide. We also had membership stands at all the
major health professional conferences and we will
continue to provide an information hub and promote
and sell membership at a variety of parenting events.
Membership fees are the life blood of ABA and
necessary to keep the organisation running. We would
like to personally thank all our wonderful volunteers
for spreading the word and selling membership so ABA
can continue its important work supporting families on
their breastfeeding journey.
28%The target amount of renewing personal
members. The actual figure is consistently
above this.
30%The average renewal rate for the financial year
to June 2014.
12,238Personal members as at June 2014.
298New professional members in the financial year
to June 2014.
164%Increase in professional members between
September 2013 and the end of financial year
(June 2014).
671Professional members as at June 2014.
Professional
The professional membership category continues
to see a pleasing increase in new members, with a
conversion of Breastfeeding Review subscribers to
becoming full professional members. Professional
membership has grown by 65% since it was introduced
in September 2013. The Breastfeeding Information
and Research team are to be congratulated on their
excellent service to our professional members as
they continue to keep providing the most up-to-date
breastfeeding information, research and management
techniques through the Breastfeeding Review journal
and the professional monthly eNewsletter. The
professional eNews was launched in September 2013
and has received some very positive feedback since
its inception.
We recently received some positive feedback from one of our wonderful members, who has retained her membership for nearly 50 years:
I first became involved
with the then Nursing
Mothers’ Association
in 1965 when we lived
in Ingham, North
Queensland. We had our
eldest son Kenton in
the Townsville General
Hospital in that year.
My contact in those days was Virginia Phillips
and we used to have our meetings in a park
in Ingham. I well remember the newsletters
which were published and were eagerly looked
forward to.
I maintained continued association with Nursing
Mothers’ following the birth of our next two
children, Warwick and Juliet in Cairns and
finally our youngest son Cameron in Sydney in
1975. My association then continued during the
birth of our 10 grandchildren, the youngest of
whom is now 3.
At this stage, I wish to place on record my
sincere thanks for all the effort and advice
the NMAA/ABA have put in, in helping mothers
(and grandmothers) over the years. It has been
invaluable.
With best wishes for the future.
Kind regards
Dell Shaw
(Member No. 9063)
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Breastfeeding Friendly Workplace
In our changing environment, we are seeing many more
mothers returning to work while they are breastfeeding.
The Association has recognised the need to support
new mothers returning to work with information about
expressing and storing breastmilk, how to create a
breastfeeding-friendly environment for themselves and
how they can encourage support from their employer.
The Association is seeing a greater demand from
workplaces looking for support from the Association
to make their own workplace breastfeeding friendly.
Hence, we have the dedicated program targeting
workplaces to be supporters of the Association and in
return receive advice on setting up their workplace to
support returning to work mums.
We are delighted to have received the support from
organisations like, the Royal Australian Air Force,
Victoria University and BHP Billiton City Square this
year as accredited Breastfeeding Friendly Workplaces.
The following organisations became Accredited Breastfeeding Friendly Workplaces this year:
• Victoria University
• Australian Institute of Health and Welfare
• Technip Oceania
• Australian Services Union SA/NT
• Royal Darwin Hospital
• University of Tasmania
• Woodleigh School
• Wellington Education Network
• Superpartners Pty Ltd
• Australian Competition and Consumer
Commission
• GHD Newcastle
• Royal Australian Air Force
• BHP Billiton City Square
• Mallee Track Health & Community Service
• University of Newcastle
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Our Volunteers
We extend a huge thankyou to our amazing volunteers. They are at the heart of the Association, and make our work possible. Our volunteers share our values and are committed to making a real difference to the lives of breastfeeding mothers, their loved ones and impacting the wider community. We are grateful to have such passionate and dedicated supporters who continue to show us overwhelming generosity. We simply could not make such an incredible difference without them.
In 2013, more than 85,000 people were supported by our volunteers.
Meet some of our amazing volunteers.
Cathy - Donor and former Breastfeeding
Counsellor
‘I come from a proud tradition of supporting
breastfeeding mums’.
With one of Cathy’s sisters gifting her membership
30 years ago, her involvement with the Association
continues. Cathy was a counsellor for 11 years and
attended many conferences. Today, she has 3 children
and one grandchild.
‘Breastfeeding is such a good beginning for mothers
and babies. It’s so important to give it a go and
try and work through the hurdles if you can. My
daughterwholivesinEnglandhasjusthadherfirst
child. She didn’t get all the support she needed
sadly. The Association is about mums who have been
there before, supporting the next generation. It’s
about getting back to basics. The Association and its
volunteers do a brilliant job. My two sisters are both
members and were also a part of their local groups.
Now my nieces are all members too. And we recently
just signed one up as an overseas member in Ireland.
I’ve been donating now to the Association for over
16 years. I keep supporting the Association because
they are still making a difference for new mums. It’s
inspiring.’
Susan – Community Educator and Group Leader
‘One of the great gifts from
the ABA is the lifelong friends
you make along the way’.
Susanfirstjoinedthe
Association in 1981 when her
firstchildwas6weeksold.
Coming out of the workforce
and moving into a new
community, going along to group meetings was a great
opportunity to meet new people. Two years later,
pregnant with her second child, Susan became the
coordinator for her local group. Susan has held many
volunteer positions over her 33 year involvement.
Susan moved to Mount Eliza when her children were
still young. Unbeknown to Susan, the local maternal
child health nurse knew of her involvement and
training with the Association and started referring
new mums to her. Pretty soon a stream of mums
then started appearing at her door seeking help.
Recognising there was such a need for breastfeeding
support, Susan created a local group.
With her family, Susan moved to Surrey Hills and then
relocated to Hong Kong for a number of years and upon
return reignited her involvement with the Association.
‘My daughter’s friends are now starting to have babies
and are looking for support. I realise that all these
years later mums are still being given inaccurate advice
and having the same issues with breastfeeding we
had. I realised I could still play a part in helping mums
so trained to become a community educator in 2013.
It’s rewarding to empower women and arm them with
practical information. Whilst I feel new mums need
to relate to mums their own age, with so many of my
friends becoming grandparents and talking to each
other about the issues their children are facing, I realise
I’m able to put the conversations out there again and
advise where they can get breastfeeding support.’
Jenny - Breastfeeding Counsellor
‘Sometimes just telling a new mum they’re doing a
good job is all they need to hear’.
Jenny has been a part
of the Association
for over 30 years,
as a member,
group leader,
assistant branch
president, regional
representative,
assisting with
education classes,
volunteering
atHeadOfficeonceaweekandalsovolunteering
regularly on the Breastfeeding Helpline.
‘IjoinedwhenpregnantwithmyfirstchildSarahin1983
andthenqualifiedasacounsellorin1986aftermyson
Steven was born.
‘Like all new mums you’ve envisaged what it will be
like. You read the books and go to the classes but it
doesn’t really hit home until you have the baby. It can
often be a very challenging time when things don’t
quite go to plan so it’s vital to ensure mother-to-mother
support is available to provide positive support and
accurate information. I really enjoy seeing mums come
into the group who then go on to train as breastfeeding
counsellors, community educators and in turn offer
support to the next group of new mums joining the
group. Volunteering for ABA has provided me with a
wonderful way to not only give back to the Association
that supported me as a new mum, but has enabled me to
reap the rewards of providing support, encouragement
and information to other mothers.’
Jenny, pictured with Sherry Green and 4-week-old
daughter Penelope, just one of the countless new mums
Jenny has helped.
Jessica – Group Leader
‘Without all the support I got it would have been a
lot more difficult to keep breastfeeding’.
Mother of two, Jessica
joined the Association
when she attended a
breastfeeding education
class. In desperate need of
sleep, Jessica went along
toherfirstlocalgroup
meeting to hear a guest
speaker present on the
topic of sleep.
‘The Association had supported me so well when I had
myfirstbabyandIdidn’thaveaclue.Mydaughter
hadatongue-tieandrefluxsoweneededalotof
support. I was lucky and really hit the jackpot with
support. My mother was a counsellor in the 1980s, as
was my mother-in-law. Growing up in this environment
15
my husband was very supportive which made a big
difference. They all know how important support is.
Without all the support, it would have been a lot more
difficulttokeepbreastfeeding.Aftermysecondchild,
now 2, was born I wanted to give something back so
trained to become a counsellor. I’m now the group
leader of my local group and volunteer weekly on the
Breastfeeding Helpline. It’s amazing when you know
you’ve made such a difference to someone’s day.
‘It was a powerful moment at the Liquid Gold
conference when there were about a 1000 people
in one room all dedicated to making life easier for
breastfeeding mums.’
The Association is grateful to the incredibly generous businesses supporting our work, including:
• Telstra for assisting with the review of
a selection of our IT and administrative
processes
• NAB for coordinating reconciliation of our
NationalRaffle
• V.I. Integrated Communications for providing
their skills and talents for our 2014 Winter
Appeal
• Lend Lease who provided a team of
volunteers who generously spent a day
paintingourofficesinMelbourne
• LawfirmHerbertSmithFreehillsfor
providing probono legal consultation
and advice.
17
Statistics at a glance2013–14
Top 3 Breastfeeding Helpline referrals
1. Hospital promotion material
2. Midwives
3. Friends and family
Why are they calling the Breastfeeding Helpline?
228women successfully completed
training or qualified in one of ABA’s nationally-recognised courses
71,030raffle tickets sold
40Baby’s Day Out events held across
the country
888Little Ray of Sunshine roses sold
1443donors gave $76,688
462volunteers staffed the Helpline
$1M+is the estimated value of
contribution from our volunteers annually
2000+volunteers gave up their time
2,905,670webpage views
39,243likes on Facebook
3751followers on Twitter
Sore breasts or nipples
Concern with low milk supply
Baby refusing the breast
Expressing and/or storing EBM
Positioning and attachment
30.8%
16.5%
16.5%
16.5%
11.5%
ACT 3%
TAS2%
NT2%
SA5%
NSW 25%
WA10%
VIC31%
QLD 21%
Personal Members per state
Australian Breastfeeding Association
Notes to the financial statements
Measurement of Performance The Board of Directors and Executive Officer monitor progress toward achieving the Association’s objectives
through reporting to an Operational Plan. This plan links activities and services to strategic priorities and desired
outcomes of each Key Result Area and is reviewed at quarterly Board meetings.
Company Financial Performance During Year The profit of the consolidated entity for the 2014 financial year was $72,864 (2013: profit of $10,930). This result
takes into account the operations of the company (the Association National Head Office and its Branches) and
Mothers Direct Pty Ltd (“the Consolidated Entity” or “the group”).
Members of the Board The names of the Directors in office at any time during or since the year end, with particulars of the qualifications,
experience and special responsibilities of each Director, are:
Director Qualifications and experience Special responsibilities
Rachel Fuller IBCLC, Cert IV TAE, Cert IV
Breastfeeding Education (Counselling),
Cert IV Breastfeeding Education
(Community), Cert III Advertising Studies
(Media)
President, Board Liaison for the
Government, Community Relations
and Profile Management Team
Susan Day IBCLC, Diploma of Breastfeeding
Management, Cert IV TAE Cert IV
Breastfeeding Education (Counselling),
Cert IV Breastfeeding Education
(Community)
Vice President, Board Liaison for
the Breastfeeding Information and
Publications Management
Kate Monaghan (term ended 30/4/2014)
GradDipCA, BCom Honorary Treasurer
Deborah Holtham MBA (Tech Mgt), BEng (Elec)
Honorary Secretary
Robyn Hamilton MAppSc (Library&Info Mgt),
GradDipLibSc, BA (Hons) Musicology,
Cert IV AWT, Cert IV Breastfeeding
Education (Counselling), CertIV
Breastfeeding Education (Community)
Board Liaison for Services,
Breastfeeding Helpline,
Information, Communications and
Technology Management Team;
ABA Representative on the Mothers
Direct Board
Sarah Lowndes (appointed 16/6/2014)
BEc, MArts (Public Policy and
Management), GAICD
Sky Mykyta (elected 23/11/2013)
LLM (Leg Prac), GDLP, LLB (Hons), BA
(Cultural Studies), Cert IV Breastfeeding
Education (Community)
Board Liaison for Breastfeeding
Friendly Environments
Management Team
Alicia O’Donoghue BBus, BCmn, MMktg, MBA
Nanette Shone Cert IV Breastfeeding Education
(Counselling), Cert IV Breastfeeding
Education (Community)
Board Liaison for the Financial
Resources Management Team
Leanne Taylor BA, Dip Ed, Grad Dip Psych, Post-grad
Dip Psych, Cert IV TAE, Cert IV
Breastfeeding Education (Counselling),
Cert IV Breastfeeding Education
(Community)
Board Liaison for the Branches
Management Team; Board Liaison
for the Training Management Team,
Board Liaison for Liquid Gold
Conference
Scott Williams (appointed 16/6/2014)
Exec MBA, Masters Advanced Practice
Nursing, BA Paediatric Nursing
