Hallmark Care Homes Foundation

Quick Stats

• Annual Giving: £386,000 (2023)
• Total Investment Since 2020: Over £1 million
• Success Rate: Not publicly available
• Decision Time: Not specified - conversational approach
• Grant Range: £10,000 - £78,000
• Geographic Focus: United Kingdom
• Application Method: Initial conversation required

Contact Details

Website: www.hallmarkfoundation.org.uk

Email: avnish@hallmarkcarehomes.co.uk or stephen.burke@hgf.org.uk

Phone: 01277655655

Address: Hallmark Care Homes, 2 Kingfisher House, Radford Way, Billericay CM12 0EQ

Pre-Application Contact: The foundation strongly encourages potential applicants to contact Stephen Burke, CEO, before submitting an application to discuss project fit and strategic alignment.

Overview

The Hallmark Care Homes Foundation (Charity No. 1187293) was registered as an independent charitable foundation in 2020, founded by Avnish Goyal CBE, Executive Chairman of Hallmark Care Homes. Since its establishment, the foundation has invested over £1 million in improving care for older people across the UK, with £386,000 distributed in grants during the 2023 financial year. The foundation's mission is to “invest in the future of care so everyone can age well,” providing grants to charities, researchers, innovators, and partnerships to support and develop the care workforce, improve the quality of care, and make care more sustainable and accessible. In 2021, the foundation published its “Care 2030” vision paper outlining six key priorities for the future of care in Britain. Avnish Goyal was awarded a CBE in the Queen's Platinum Jubilee Birthday Honours in June 2022 for services to social care and philanthropy.

Funding Priorities

Grant Programs

The foundation does not operate fixed grant programs with predetermined amounts. Instead, they take a bespoke approach to funding, tailoring grants to meet specific project needs within their strategic priorities. Grants are awarded on a rolling basis through an informal, conversational application process.

Known Grant Awards Include:

• Care Workers' Charity: £78,000 over three years for mental health support for care workers
• Working Options in Education: £15,000 for career awareness campaign in Essex and East London schools
• The Together Project: £10,000 for “Crafting Connections” intergenerational scheme
• CareTech Foundation: Seed funding for Social Care Leaders Scheme
• Hourglass: Research funding on older people's experiences of abuse and neglect
• London Play: Funding for creating a play garden in a Hallmark care home
• Open University: Research grant on developing relational care models
• Social Care Future: Support for long-term campaigning to improve well-being

Priority Areas

Based on the foundation's “Care 2030” vision paper, their six strategic priorities for action are:

1. Choice and Control: Supporting older and disabled people to have greater autonomy over their care
2. Workforce: Supporting and developing the care workforce of today and tomorrow
3. Integration: Promoting integrated approaches to care and support
4. Housing: Advancing better housing solutions for older people
5. Technology: Funding innovation and technology to improve care
6. Family Carers: Supporting those who care for family members

Specific Focus Areas:

• Improving quality of care, particularly dementia care
• Supporting care worker mental health and wellbeing
• Promoting careers in social care among young people
• Research into relational care and ageing well
• Tackling abuse and neglect of older people
• Intergenerational initiatives
• Innovation in care delivery

What They Don't Fund

The foundation has not published explicit exclusions, but their focus is clearly on projects that directly relate to ageing well, improving care quality, and supporting the care workforce. Projects outside these thematic areas are unlikely to be considered.

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Governance and Leadership

Trustees

The foundation has eight trustees, all members of the Goyal family:

• Avnish Goyal CBE - Founder and Chair
• Anita Goyal
• Vidya Goyal
• Sangita Goyal
• Ram Goyal

No trustees receive remuneration, payments, or benefits from the charity.

Leadership

Stephen Burke, Chief Executive Officer

Appointed as the foundation's first CEO in May 2021, Stephen Burke brings extensive experience in the charitable sector. He previously led two national care charities and has held senior management roles in various national organizations, as well as serving in local government as a councillor and borough leader. He has been a trustee and chair of approximately 20 national and local charities, including currently chairing the Family Mediation Council. He co-founded the Campaign to End Loneliness and Good Care Guide, and also serves as CEO of the Goyal Foundation, which empowers children, young people, and women in the UK and India.

Avnish Goyal CBE, Founder

Avnish Goyal founded Hallmark Care Homes in 1997 with his brothers and is now Executive Chairman. He qualified as a Chartered Accountant with Coopers & Lybrand in 1991 and graduated from Newcastle University with an Honours degree in Accounting and Finance. He also serves as Chair of Care England, Patron of The Care Workers' Charity, and Ambassador of Alzheimer's Society. In his own words: “My family and I have never forgotten our humble roots and as a result, making a difference to the lives of others has been a huge priority over the years and continues to be a main focus of mine.”

Core Values

The foundation operates according to five core values:

• Caring
• Transformational
• Integrity
• Optimistic
• Togetherness

Application Process and Timeline

How to Apply

The Hallmark Foundation operates an informal, conversational application process rather than a standard application form.

Step 1: Initial Conversation (Mandatory)

Before submitting any formal application, the foundation requires potential applicants to have an initial conversation to discuss their project. This approach is designed to:

• Save time and effort for both parties
• Ensure grants meet genuine needs
• Confirm alignment with strategic priorities
• Avoid duplication of existing work
• Confirm tangible outcomes for ageing society

Contact for Initial Discussion:

• Stephen Burke, CEO: stephen.burke@hgf.org.uk
• Alternative contact: avnish@hallmarkcarehomes.co.uk

Step 2: Formal Application

Following a positive initial conversation, applicants will be guided through the foundation's specific requirements for their proposal. There is no standard application form publicly available - the process is tailored to each applicant.

Application Method: Rolling basis - applications accepted year-round

Decision Timeline

The foundation has not published standard decision timelines. Given their conversational approach and emphasis on working closely with grantees, the decision timeline is likely to vary depending on the nature and scale of the project. Applicants should expect an ongoing dialogue rather than a fixed review period.

Success Rates

The foundation does not publish success rates or data on the number of applications received versus grants awarded.

Reapplication Policy

No information is publicly available about reapplication policies for unsuccessful applicants. This would likely be discussed during the initial conversation with the CEO.

Application Success Factors

What the Foundation Looks For

The foundation explicitly states they are keen to ensure that grants:

1. Meet genuine needs - Address real gaps in provision
2. Fit with strategic priorities - Align with their six priority areas from Care 2030
3. Don't reinvent the wheel - Build on or complement existing work rather than duplicate
4. Have tangible outcomes - Demonstrate clear, measurable impact on ageing society

Foundation's Approach to Grant-Making

The foundation describes their grant-making as “straightforward, making it easier for charities, innovators and researchers to access funding they need to improve care.” They emphasize working closely with grantees to maximize the impact of their funding.

Examples of Successful Projects

Successful grants have included:

• Long-term partnerships: £78,000 over three years to Care Workers' Charity demonstrates willingness to make multi-year commitments
• Research projects: Funding for Open University and Hourglass research shows interest in evidence-based approaches
• Innovation: Support for London Play's intergenerational play garden demonstrates openness to creative solutions
• Sector development: CareTech Foundation's Social Care Leaders Scheme shows investment in building sector capacity
• Awareness raising: Working Options campaign to inspire young people into care careers reflects interest in addressing workforce challenges

Key Themes in Funded Work

• Mental health and wellbeing of care workers
• Intergenerational connections between older people and young people
• Leadership development in the care sector
• Research that can inform policy and practice
• Safer ageing and tackling abuse
• Career awareness to build the future workforce
• Relational approaches to care

Quotes from Leadership

Stephen Burke, CEO: "Imagine a Britain where everyone can age well, where everyone's needs and aspirations are met..."

About Avnish Goyal: He has stated, “I have enjoyed working with Care England and numerous charities which support and promote our caring and committed workforce,” reflecting the foundation's commitment to workforce development.

Key Takeaways for Grant Writers

1. Initial conversation is mandatory - Do not submit unsolicited applications. Always contact Stephen Burke first to discuss your project and ensure it aligns with their priorities before investing time in a full proposal.

1. Align with Care 2030 priorities - Frame your project clearly within one or more of their six strategic priorities: choice and control, workforce, integration, housing, technology, or family carers.

1. Demonstrate clear outcomes - The foundation emphasizes tangible outcomes for ageing society. Be specific about how your project will make a measurable difference to older people or the care workforce.

1. Show you're not duplicating work - Research existing initiatives in your area and demonstrate how your project complements or builds on existing work rather than duplicating it.

1. Consider multi-year projects - The £78,000 three-year grant to Care Workers' Charity shows the foundation is open to longer-term partnerships for the right projects.

1. Innovation and research are valued - Several grants support innovative approaches and research, suggesting the foundation is interested in projects that can inform wider practice and policy.

1. Intergenerational work appeals - Projects that connect younger and older generations align with their values and strategic interests.

References

1. Hallmark Foundation official website - www.hallmarkfoundation.org.uk
2. “What We Fund” page - https://www.hallmarkfoundation.org.uk/what-we-fund/
3. “Grants Made” page - https://www.hallmarkfoundation.org.uk/grants-made/
4. “The Foundation” page - https://www.hallmarkfoundation.org.uk/the-foundation/
5. “How To Apply” page - https://www.hallmarkfoundation.org.uk/how-to-apply/
6. Stephen Burke profile - https://www.hallmarkfoundation.org.uk/stephen-burke/
7. Avnish Goyal profile - https://www.hallmarkfoundation.org.uk/avnish-goyal/
8. Charity Commission Register of Charities - https://register-of-charities.charitycommission.gov.uk/charity-search/-/charity-details/5141001
9. "Hallmark Foundation Launches 'Care 2030' Vision Paper" - https://www.hallmarkfoundation.org.uk/hallmark-foundation-launches-care-2030-vision-paper/
10. “Campaign aims to inspire young people to take up careers in social care” - https://www.hallmarkfoundation.org.uk/campaign-aims-to-inspire-young-people-to-take-up-careers-in-social-care/
11. “Avnish Goyal receives CBE for services to social care and philanthropy” - https://www.hallmarkfoundation.org.uk/avnish-goyal-receives-cbe-for-services-to-social-care-and-philanthropy-%EF%BF%BC/