Kids Company is a rare children’s charity in that the people it feeds and looks after are self-referring. Children come to them by themselves, and later they bring others who are also in need. “Between 2011 and 2012 we saw a 233% increase in these self-referrals,” Guinness says. As a result they launched the Plate Pledge, a fundraising drive built around the £2 cost of a meal. While they get some funding from central government they get none from the boroughs of Lambeth or Southwark whose kids they look after, and still have to raise more than £24m a year to keep services running. The Plate Pledge has meant they have been able to serve another half a million meals.