Our vision is that everyone who becomes a parent feels confident, connected, and safe because we believe parents help build the foundations of the future. That's why NCT is the charity with a clear and singular mission – we support people as they become parents. We’re here for you through pregnancy, birth, and early parenthood.
For Every Parent is our new strategy that sets a clear direction for our charity to reach more people, do more to support new and expectant parents, and campaign with impact.
At its core is a refreshed vision, mission, and a set of values that will act as our north star and the starting point for all our work.
A bold 5-year plan
For Every Parent sets out our vision for the future and builds on our proud heritage – over 65 years of achievements by committed NCT volunteers, practitioners, breastfeeding counsellors, doulas, members, and campaigners, as well as our partners who have supported our vision.
Together, we will work towards our vision – that everyone who becomes a parent feels confident, connected and safe. Getting this right will have long-lasting and far-reaching benefits, not just for parents, but also for babies, children, families, and our whole society.
We need your support – your voices, experiences, and determination can help make this happen. Get involved!
Four strategic priorities will be the focus of our work
More parents, more impact
Real lives, real change
Great people, great results
Strong foundations, strong future
Our strategic priorities
More parents, more impact
We want to support and empower all people as they become parents by building even bigger communities of expectant and new parents, tackling health inequalities and making our services and content more inclusive and accessible. We will:
- Provide trusted, safe, and relevant in-person and digital support, content and services – and scale-up. what works to reach more new and expectant parents.
- Enable parents to create connections and build communities. - Make everything we offer inclusive and accessible.
- Introduce new, innovative content, support and services.
- Focus on tackling health inequalities.
- Extend our breastfeeding and infant feeding support to all women and parents in the community and through our national support line.
- Ensure our information, support and services are clear, consistent and easy to access, creating a seamless journey for new and expectant parents interacting with our charity.
Real lives, real change
We are reigniting our focus on campaigning and community action. We will listen to your experiences, amplify all parents’ voices and collaborate for change to improve the experiences of pregnancy, birth, and early parenting. We want everyone who becomes a parent to feel confident, connected, and safe. No exceptions. We will:
- Maintain a deep understanding of the perspectives of all new and expectant parents – underpinned by evidence-based research and parents’ experiences.
- Provide thought leadership based on parents’ diverse experiences.
- Collaborate and build alliances to deliver our vision.
- Harness the power of our NCT community to educate and influence government, organisations, and the public.
- Campaign for improvements in the information, support, and services for all new and expectant parents and families – with a focus on health inequalities.
Great people, great results
Our people hold the key to our impact. We’re building a diverse and inclusive community of staff, practitioners, students, peer supporters and volunteers, who are empowered in their work to support everyone who becomes a parent to feel confident, connected, and safe. We will:
- Value all our people – our staff, practitioners, students, and volunteers – and invest in their care and development.
- Live our values in an authentic way.
- Demonstrate best practice as an employer of expectant and new parents.
- Create a healthy and rewarding environment for everyone who is part of NCT.
- Build thriving, diverse teams and promote teamwork.
- Champion diversity, equity and inclusion.
- Advance the education of people and organisations who support expectant and new parents.
Strong foundations, strong future
To support people as they become parents now and into the future, our charity must be progressive, sustainable, and here for the long-term. We're committed to making it easier for parents to access our services and for our team to deliver them. We will:
- Build an engaged and impactful NCT membership community
- Play our part in protecting the environment for future generations
- Have a strong, relevant, and inclusive brand and voice
- Safeguard the charity’s future by significantly increasing and diversifying our income
- Put data and technology at the heart of how we operate.
Want to explore the full NCT Strategy 2023-28? Download our For Every Parent strategy
We need your help!
We have a huge opportunity to positively influence the experience of millions more people as they become parents. We’re ready to take on the challenge and we know there’s no time to waste – together we can make a huge impact.
Do you share our vision? Do you want to support people as they become parents? Get involved!
Become an NCT Member
Help to fund vital services for parents, including the Infant Feeding Line and our community support programmes and benefit from rewards, discounts, and exclusive events.
Volunteer with us
Join over 4,500 volunteers across the UK who give their time to support parents in local communities by hosting events and activities that help parents feel confident and connected.
Train to be a NCT Practitioner
Choose a flexible, rewarding career and support parents through pregnancy, birth and early parenthood. In partnership with the University of Worcester, we offer the only university-accredited qualification in parenting education.
Support our work
Become a partner, supporter, or donor and help us achieve our vision of a future where everyone who becomes a parent feels confident, connected and safe.
Share your ideas and feedback
We can achieve more by working together. We want to hear your ideas, suggestions, and opinions. We’re listening and our door is always open if you would like to discuss how we can improve or how we can collaborate to support all parents. Together we can create a world where every parent feels confident, connected, and safe.
Have you got feedback on the For Every Parent strategy, or new ideas to share? Want to collaborate? Get in touch.