From being a pariah the Children's operation appears to have been accepted by even their 'competitor' air ambulances and despite them "poaching" for fundraising across the UK. Its not a rule that they cannot but it still makes the others mighty uneasy.
At one time they were an independent and most of the money went towards funding a nice big house in Torquay. Then the people in Coventry took them over and they slowly became acceptable. In addition the squidgy 'Childrens' title helped fund themselves and the other two associated air ambulance operations [and their CEOs] by being able to fundraise out of area [nominally they are based in the Midlands].
Not sure whether they still have the big house in Torquay anymore [but I think they might!]
Things must be going well though as they are expecting a new AW169 [well in truth lots of people are waiting for an AW169 air ambulance..... anyone seen one in service?]