From 5am focus sessions to shaping policy and visiting partner schools, CEO Lindsey MacDonald shares what it takes to lead a charity at a pivotal moment.
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Monday

Being a lark rather than an owl definitely works in my favour when you’re part of a charity whose biggest impact happens first thing each weekday morning in over 1,000 schools across England and Scotland. I’m usually up at 5am - today’s no different - and start with the ritual of brewing a black filter coffee. My mornings are when I move the most important things forward. Today I’m drafting remarks for two events and finishing the Breakfast Briefing, our all-staff newsletter rounding up last week’s work, celebrating wins, and sharing what’s ahead. I write or contribute to it every week, and it’s become a grounding way to start Mondays.

Once “focus time” ends, I join our weekly leadership huddle before chairing the Senior Leadership Team meeting. Autumn is always a busy period for Magic Breakfast, and this year even more so, with our involvement in government pilots in England and Scotland shaping how our work evolves. Much of Monday is spent considering how we maintain continuity of breakfasts for more than 300,000 pupils while strengthening our advocacy efforts. It’s a day that reminds me how much coordination and clarity matter.

Tuesday

The day starts with some quiet focus before I take Arthur, our 13-year-old cockapoo, for his morning walk, a reliable reminder to step away from the desk. The walk is also a welcome opportunity to listen to a podcast.

In the afternoon I head to the House of Commons to speak at the Kellogg’s Breakfast Club Awards. It’s great to catch up with the Minister and others in the sector, including teachers and school leaders. Interest in the benefits of school breakfast is far higher than when I joined Magic Breakfast four years ago, and we’re keen to build on that momentum. The highlight is presenting the Breakfast Club Hero Award to 15-year-old Seth, who helps run his secondary school’s breakfast provision and champions support for older pupils. His passion is a brilliant reminder of why youth voice matters.

Wednesday

A strong start to the day: a visit to a long-term partner school in Tower Hamlets with senior leaders from Kraft Heinz. As one of Magic Breakfast’s biggest supporters, their team is genuinely passionate about our mission, and it’s valuable for them to see the real-world impact of their support. We also discuss an upcoming volunteering day for their staff.

I catch up with the school’s staff and hear what’s new - they’re always adapting based on pupils’ feedback. They’ve introduced new cereal containers so children can serve themselves more easily (and tidily!), and the reading corner added last year is now a firm favourite. A recent parent engagement event was a success, and more are planned. Visiting schools always reconnects me with the practical details that sit behind our strategy.

Between meetings, I call my mum, who says she’s thinking of retiring… I’ll believe it when I see it!

Thursday

Today is a key day for Magic Breakfast. I’m in a full-day workshop with staff leading major transformation initiatives aimed at making our operations more scalable and efficient. It’s a chance to check and challenge timings, sequencing and dependencies. We don’t yet know what any future commitments to universal breakfast clubs for primary pupils in England might mean, but we do know pressures on costs and fundraising continue. Our focus is on progressing “no regret” decisions - choices that strengthen us regardless of the policy landscape - so we can maximise our impact for as many pupils as possible.

Working in an organisation that advocates for and secures change means we must evolve too. This evening is pivotal as we launch Nourishing Futures, our strategy for 2040. Nourishing Futures puts children and young people’s experiences at the centre of our work, building on evidence that shows how a school breakfast can foster connection, calm and confidence. It’s an energising evening and incredibly special to have so many supporters and friends of Magic Breakfast together. Days like this balance the operational challenge with the long-term hope.

Friday

Friday begins with a long run - a perfect way for an introvert to recharge after a packed week. I head to our London office with Arthur in tow and have a monthly catch-up with Phil Davies, one of our trustees. Phil’s role as Global Head of Operations at Morgan Stanley brings invaluable insight to Magic Breakfast, and I always appreciate his counsel.

On the way, I listen to The Food Programme, which this week explores school breakfasts. I’m keen to hear the range of voices, including the interview with Jacquie, our Director of Policy and Engagement, outlining our work and the emerging opportunities and challenges for breakfast club policy in England. Later, I’m interviewed by a researcher, contributing to the Department for Education’s parent-led research on the effectiveness of school breakfast models, food, and budgets - another valuable opportunity to input at a critical stage of testing and learning.

I’m grateful to end the week, with my husband, at the National Theatre for a performance by jazz musician Nala Sinephro. Live performances give me real space to step away from work, and tonight it’s the perfect start to the weekend.

Find out more about our work at magicbreakfastcom..

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