Bauer Radio's Cash For Kids Charities

Quick Stats

• Annual Giving: £13.89 million (2023 charitable activities expenditure)
• Total Income: £17.2 million (2023)
• Success Rate: Not publicly disclosed
• Decision Time: Applications reviewed at LEB meetings held several times per year; decisions within 7 working days of meeting
• Grant Range: £50 - £3,000+ (typical general grants £1,000-£3,000; larger amounts considered)
• Geographic Focus: National (England, Wales, Northern Ireland, Scotland) - 23 local areas
• Supported: 579,376 children and young people (most recent year)

Contact Details

Website: www.cashforkids.org.uk

Email: info@cashforkids.uk.com

Phone: 01642 675788

Application: Online via website (location-specific)

Overview

Cash for Kids is the official charity of Bauer Media, registered in 2006. Operating through three charity entities across 23 locations in England, Wales, Northern Ireland, and Scotland, the charity recorded £17.2 million in income and distributed £13.89 million through charitable activities in 2023. Cash for Kids' mission is to “improve the lives of disadvantaged children who are affected by poverty, illness, neglect or have additional needs.” The charity combines grant-making with fundraising campaigns including the annual Cash for Kids Day and Mission Christmas. In its most recent reported year, Cash for Kids raised over £23.7 million and supported 579,376 children and young people. Over the past 15 years, the charity has raised more than £250 million and impacted nearly 8 million young lives. The organization operates with 32 employees and 4,199 volunteers.

Funding Priorities

Grant Programs

General Grants (Rolling basis, capacity-dependent)

• £1,000 - £3,000 typical range (smaller or larger amounts considered)
• Applications accepted online until capacity reached
• Local Executive Boards meet several times per year
• Grants must be spent within six months

Emergency Grants (Rolling basis)

• Considered at any time outside regular grant rounds
• For urgent needs

Cost of Living Grants (Targeted support)

• £50 per child per household
• Applied for by professionals on behalf of families (social services, GPs, teachers, charities, community groups)

Holiday Hunger Grants (Seasonal)

• Available to groups, organizations, and service providers
• Supports food provision during school holidays

Children's Mental Health Grants (Specialized)

• Supports mental health and wellbeing initiatives

Sports Challenge (Competition-based)

• Fundraising competition for grassroots sports groups
• Top three fundraisers receive £5,000, £2,500, and £1,500
• Additional £500 awards for Teamwork Award and Sports Challenge Champion

Priority Areas

Cash for Kids funds projects addressing:

• Mental health and wellbeing
• Sport and physical wellbeing
• Disability or life-limiting illness
• Education and essential skills
• Diversity and inclusion
• Out of school activities
• Educational attainment support (homework clubs, reading groups)
• Sports, arts, and recreational activities
• Tablets and laptops (where evidence of need provided; purchased through partner suppliers)
• Food, clothing, household fuel, and wellbeing packs (specific grant programs)

What They Don't Fund

While a comprehensive exclusions list is referenced on the website for each grant type, specific exclusions were not fully detailed in public sources. Applicants are required to read the location-specific exclusions list before applying through the online system.

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Governance and Leadership

Trustees

Cash for Kids operates through three registered charity entities with governance oversight:

Board of Trustees (England, Wales & Northern Ireland - Charity 1122062):

• Sally Fiona Aitchison - Chair
• Simon David Kilby - Trustee (appointed November 2023)
• Susan Voss - Trustee (appointed February 2019)
• Gary Stein - Trustee (appointed July 2018)
• Danny Simpson - Trustee (appointed February 2017)
• Sean Patrick Marley - Trustee

Key Leadership:

• Sally Aitchison - Managing Director of Cash for Kids across the UK, serves as Chair of the Board for England, Wales, Northern Ireland and East Scotland, and Trustee for West Scotland

Trustees are a mixture of Bauer Media employees and independent external trustees. No trustees receive remuneration.

Regional Governance:

• Eddie Hawthorne (Arnold Clark Group Chief Executive) - Chairperson for West Scotland entity
• Jason Miller (Central Car Auctions Managing Director) - West Scotland Trustee

Cash for Kids staff, Local Executive Board members, and Trustees visit funded projects regularly.

Application Process and Timeline

How to Apply

1. Visit cashforkids.org.uk/locations to identify your local Cash for Kids area
2. Apply according to the area of residence of the beneficiaries (not the applicant's location)
3. Complete online application - all applications must be submitted through the online system
4. Provide two quotes - applications require two quotes (may include a quote from preferred supplier)
5. Review eligibility criteria and exclusions for your specific grant type before applying

Application Windows:

• Grant rounds open minimum twice per year
• Emergency grants considered at any time
• Application forms close when capacity is reached - apply early

Eligibility

Eligible Applicants:

• Registered charities with annual income under £1 million
• Schools
• Community groups
• Voluntary groups
• Youth groups
• Sports groups with formal governance document
• Individuals (with supporting letter from professional: social worker, occupational therapist, teacher, GP, etc.)

Beneficiaries:

• Children from birth to 18 years old
• Must be affected by poverty, illness, neglect, or have additional needs
• Schools must demonstrate children in areas of high deprivation, high pupil premium levels, or children with learning difficulties/additional support needs

Decision Timeline

• Local Executive Boards meet several times per year to review applications
• Decisions communicated within 7 working days of LEB meeting
• Both successful and unsuccessful applicants notified

Success Rates

Success rates are not publicly disclosed. Application forms close when capacity is reached, suggesting competitive demand.

Reapplication Policy

Unsuccessful applicants can reapply by submitting a new application for the next grant round. No waiting period restrictions mentioned.

Application Success Factors

What Boards Consider

When evaluating applications, Local Executive Boards assess:

1. Number of children benefiting - How many children will directly benefit from the grant
2. Impact of the grant - What tangible difference the funding will make
3. Grant amount requested - Whether the amount is appropriate and justified
4. Fundraising efforts - Boards look favorably on applicants who have already raised some funds, though this is not essential for success
5. Evidence of need - Clear demonstration that beneficiaries meet eligibility criteria (poverty, illness, neglect, additional needs)

Application Best Practices

Be Specific and Clear:

• Answer the core questions: What? Who? Why? Where? How? When?
• Ensure funders understand exactly how their money will be used
• Provide clear, concise explanations

Demonstrate Need:

• Schools should show evidence of high deprivation areas, pupil premium levels, or additional support requirements
• Individuals need professional supporting letters (social worker, GP, teacher, etc.)
• Explain how children meet the eligibility criteria

Budget Detail:

• Break down costs clearly
• Provide quotations and estimates rather than estimates
• Include two quotes as required
• Show how you arrived at final numbers

Show Impact:

• Emphasize how many children will benefit
• Describe the tangible outcomes for beneficiaries
• Connect the grant to one of the priority areas (mental health, education, disability support, etc.)

Apply Strategically:

• Apply early as forms close at capacity
• Check grant round dates for your local area
• Consider emergency grants for urgent needs
• Ensure grants can be spent within six months

Projects They Fund

Recent examples include:

• Out of school activities
• Homework clubs and reading groups
• Sports, arts, and recreational activities
• Tablets and laptops for children in need
• Holiday hunger programs providing food and activities during school holidays
• Grassroots sports initiatives for disadvantaged or disabled children
• Mental health and wellbeing support services

Key Takeaways for Grant Writers

1. Location matters - Apply to your local Cash for Kids area based on beneficiaries' residence, not your organization's location. Grant programs and availability vary by region.

1. Apply early and be ready - Application forms close when capacity is reached. Have your two quotes and supporting documentation prepared before the application window opens.

1. Emphasize child impact - Focus your application on the number of children who will benefit and the specific impact the grant will have on their lives. Boards prioritize reach and tangible outcomes.

1. Align with priority areas - Frame your project within one or more of their funding priorities: mental health, sport/physical wellbeing, disability support, education/essential skills, or diversity/inclusion.

1. Emergency grants are available - If your need is urgent, don't wait for the next grant round. Emergency applications are considered at any time.

1. Reapplication is encouraged - If unsuccessful, you can apply again in the next round with no waiting period. Use feedback to strengthen your next application.

1. Demonstrate need clearly - Whether applying for individuals or groups, provide solid evidence that beneficiaries are affected by poverty, illness, neglect, or have additional needs. Professional supporting letters strengthen individual applications.

References

1. Cash for Kids official website - Grants page: https://cashforkids.org.uk/grants/

1. Cash for Kids official website - About page: https://cashforkids.org.uk/about/

1. Charity Commission for England and Wales - Charity Register: https://register-of-charities.charitycommission.gov.uk/charity-details/?regid=1122062

1. Charity Commission - Trustees page for charity 1122062: https://register-of-charities.charitycommission.gov.uk/charity-search/-/charity-details/4035257/trustees

1. Bauer Media - Cash for Kids page: https://www.bauermedia.co.uk/cultural-impact/cash-for-kids/

1. Funding Scotland - Cash for Kids Grants profile: https://funding.scot/funds/a0Rb0000000NgADEA0

1. Supporting Communities - Cash for Kids Children's Mental Health Grants announcement: https://supportingcommunities.org/funding-news-1/2025/2/4/cash-for-kids-childrens-mental-health-grants-open-for-applications

1. Cash for Kids - FAQs page: https://cashforkids.org.uk/faqs