Jingle Jam

Charity Number: 1200061

Annual Expenditure: £2.7M

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Quick Stats

  • Annual Giving: £2,700,000 (2024)
  • Success Rate: <5% (approximately 170+ applications for 8 partnerships in 2025)
  • Decision Time: 10-11 weeks from Expression of Interest to final selection
  • Grant Range: £269,000 - £470,000 (based on 2024 distributions)
  • Geographic Focus: UK-wide, USA-wide, and international charities working in multiple countries
  • Total Raised Since 2011: Over £27.5 million

Contact Details

Website: https://www.jinglejam.co.uk/

Email: contact@jinglejam.co.uk

Phone: 07757150284

Address: 13 Queen Square, Bristol

Overview

Founded in 2011 by Lewis Brindley and Simon Lane of The Yogscast, Jingle Jam began when they asked fans to donate to charity instead of sending Christmas presents. The organization became an independent registered charity in 2022 (charity number 1200061). With total income of £2.7 million in 2024 and minimal overhead (charitable expenditure of 92% of total expenditure), Jingle Jam has raised over £27.5 million since inception. The charity "unites the world's best games, creators and their communities to make the world better for children and young people" through an annual two-week December gaming event featuring over 800 content creators. In 2024, Jingle Jam adopted a new strategic approach, appointing Campaign Against Living Miserably (CALM) and War Child as three-year Strategic Partner Charities to help support the charity's growth, marking a shift toward longer-term partnerships alongside annual charity partner selection.

Funding Priorities

Grant Programs

Jingle Jam operates through an annual charity partnership model rather than traditional grant rounds. Selected charity partners receive unrestricted funding raised during the two-week December event (typically December 1-14). Recent funding distributions include:

2024 Partners (£2.7 million total):

  • Campaign Against Living Miserably (CALM): £470,000 - Mental health services for young people at risk of suicide
  • Wallace & Gromit's Grand Appeal: £400,000 - Bristol Children's Hospital projects
  • Autistica: £314,000 - Mental Health and Wellbeing Tips Hub for young autistic people
  • The Trevor Project: £305,000 - Suicide prevention for LGBTQ+ young people
  • Cool Earth: £280,000 - Indigenous-led rainforest protection
  • Sarcoma UK: £269,000 - Sarcoma cancer research and support
  • War Child: Strategic partner (amount not separately disclosed)
  • Whale and Dolphin Conservation: Partner (amount not separately disclosed)

Application Method: Fixed annual cycle with Expression of Interest opening late January, closing late February, followed by full application stage in March-April, with final selection by May 1st.

Priority Areas

Jingle Jam seeks charities making the world better for children and young people across four Focus Areas:

  1. Mental and Physical Health - Improving the mental and physical health of young people (examples: CALM's suicide prevention services, Sarcoma UK's cancer research)
  1. Inclusion and Diversity - Supporting neurodivergent, disabled, LGBTQ+ and diverse young people (examples: Autistica's mental health hub for autistic youth, The Trevor Project's LGBTQ+ crisis intervention, Become's support for care-experienced children)
  1. Global Events and Crises - Supporting young people affected by poverty, disasters, epidemics or conflicts (examples: War Child's support for children in conflict zones, Comic Relief's Gaming Against Hunger project)
  1. Environmental Protection - Safeguarding the planet's future through climate action and animal welfare (examples: Cool Earth's rainforest protection, WWF's conservation work, Whale and Dolphin Conservation)

Geographic Scope: Charities must operate UK-wide, USA-wide, or across multiple countries internationally. Local organizations supporting young people in a single region are not eligible.

What They Don't Fund

  • Local charities operating in only one region within the UK
  • Organizations that do not focus on children and young people
  • Charities outside the four Focus Areas
  • Individual applications for project funding (only partnership model available)
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Governance and Leadership

Trustees

Rich Keith (Chair) - Games industry veteran and CEO of Fourth Floor marketing services group. Keith has commented on the competitive selection process: “Every year selection gets harder, as the quality of applications goes up 15 to 20 percent. Our team had to work incredibly hard, but we believe these eight charities, including our two long-term Strategic Partner Charities, represent our strongest cohort yet.”

Lewis Brindley - Co-founder of Jingle Jam and The Yogscast, providing continuity from the organization's grassroots origins.

Wayne Emanuel - Gaming partnerships expert bringing industry connections and expertise.

Leadership Team

The charity operates through a lean structure with 12 volunteers and no salaried employees earning over £60,000. Development Managers include Harry Marshall, Paul Choi, Daf, Simon Byron, and Sarah. Operations are supported by Jingle Jam Promotions, a subsidiary that contributes 100% of event proceeds to the charity.

Application Process and Timeline

How to Apply

Jingle Jam operates a two-stage application process for charity partnerships:

Stage 1: Expression of Interest (EOI)

  • Opens: Late January (January 31st for 2025 cycle)
  • Closes: Late February at 5pm GMT (February 21st for 2025)
  • Requires: Basic organizational information and alignment with Focus Areas

Stage 2: Full Application

  • Opens: Mid-March (March 17th for 2025)
  • Closes: Early April at 5pm GMT (April 4th for 2025)
  • Requires: In-depth information about the charity's work, outcomes, and potential impact

Stage 3: Pitch Meetings (if selected)

  • Week of late April (April 22nd week for 2025)
  • Selected charities may be required to attend pitch meetings
  • Must confirm third-party commitments

Eligibility Requirements:

  • UK-registered, USA-registered, or international organization operating in multiple countries
  • Focus on children and young people
  • Alignment with at least one of four Focus Areas
  • Operating UK-wide, USA-wide, or internationally (not single-region local charities)

Decision Timeline

  • EOI to Full Application Invitation: Approximately 3-4 weeks (late February to mid-March)
  • Full Application to Pitch Meetings: Approximately 2-3 weeks (early to late April)
  • Final Selection: By May 1st
  • Total Timeline: Approximately 10-11 weeks from initial EOI submission to final decision
  • Partnership Announcement: Late May/early June
  • Fundraising Event: December 1-14

Success Rates

For the 2025 cycle, Jingle Jam received over 170 applications for 8 partnership positions (6 new partners plus 2 continuing Strategic Partners). This represents a success rate of under 5% for new partners.

The Chair noted that “the quality of applications goes up 15 to 20 percent” annually, making selection increasingly competitive year-on-year.

Reapplication Policy

No specific reapplication restrictions were documented in available sources. Given that the quality and competitiveness of applications increases annually, charities are likely encouraged to strengthen their applications and reapply in subsequent years if unsuccessful.

Application Success Factors

Based on analysis of successful charity partners and statements from leadership:

1. Demonstrated Impact on Young People: All successful partners show clear, measurable outcomes for children and young people. For example, Autistica's Mental Health and Wellbeing Tips Hub directly supports young autistic people, while The Grand Appeal's Jingle Jam Building provides tangible infrastructure serving seriously ill children at Bristol Children's Hospital.

2. Alignment with Gaming Community Values: Successful charities resonate with gaming and content creator communities. Mental health (CALM, The Trevor Project), environmental causes (Cool Earth, WWF, Whale and Dolphin Conservation), and inclusion (Autistica, The Trevor Project) align with documented interests of the gaming demographic.

3. Geographic Reach: Charities must demonstrate UK-wide, USA-wide, or international operations. Wallace & Gromit's Grand Appeal serves Bristol Children's Hospital, which is a national tertiary referral center, not a local hospital. War Child operates internationally in conflict zones.

4. Capacity to Utilize Significant Unrestricted Funding: Partnership grants range from £269,000 to £470,000 based on 2024 distributions. Successful charities demonstrate capacity to deploy funds effectively at this scale.

5. Long-term Partnership Potential: The introduction of three-year Strategic Partner roles (CALM and War Child) suggests Jingle Jam values sustained relationships. Demonstrating potential for multi-year impact may strengthen applications.

6. Specific Project Focus: Many successful partners propose specific projects rather than general operating support. Examples include CoppaFeel! Mobile (a mobile unit debuted at MegaCon Live), The Grand Appeal's Jingle Jam Building, and Autistica's Mental Health Tips Hub.

7. Ability to Engage with Gaming Communities: While not explicitly stated, charities that can authentically engage with content creators and gaming audiences (through spokesperson availability, social media presence, or relatable messaging) likely have an advantage.

8. Rising Quality Bar: Chair Rich Keith's statement that applications improve 15-20% annually suggests that competitive applications require increasingly sophisticated impact measurement, strategic planning, and alignment with Jingle Jam's mission.

Key Takeaways for Grant Writers

  • Highly Competitive Process: With 170+ applications for 8 partnerships (5% success rate), applications must be exceptionally strong and precisely aligned with Jingle Jam's Focus Areas and mission around children and young people.
  • Geographic Scope is Critical: Local or regional charities are explicitly ineligible. Applications must demonstrate UK-wide, USA-wide, or multi-country international operations.
  • Substantial Unrestricted Funding: Successful partnerships yield £269,000-£470,000 in unrestricted funds based on 2024 distributions, requiring demonstrated organizational capacity to deploy funding at this scale.
  • Focus on Specific Projects: While funding is unrestricted, successful partners often propose specific, tangible projects (Jingle Jam Building, CoppaFeel! Mobile, Mental Health Tips Hub) that give donors concrete impact stories.
  • Gaming Community Alignment: Consider how your cause resonates with gaming and content creator communities. Mental health, inclusion, environmental protection, and supporting children affected by conflict have all succeeded.
  • Long Application Timeline: Plan for an 11-week process from late January to early May, with final announcements in late May/June for December partnerships. Budget sufficient staff time for the two-stage application and potential pitch meetings.
  • Strategic Partners Model: CALM and War Child's three-year Strategic Partner roles suggest opportunities for deeper, sustained partnerships beyond annual selection. Building relationships over multiple years may open doors to this model.

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References

Frequently Asked Questions

What does Jingle Jam fund?

Grant Programs Jingle Jam operates through an annual charity partnership model rather than traditional grant rounds. Selected charity partners receive unrestricted funding raised during the two-week December event (typically December 1-14).

How much funding does Jingle Jam provide?

Jingle Jam provides grants ranging from £269,000 - £470,000 (based on 2024 distributions), with total annual giving of approximately £2,700,000 (2024).

How do I contact Jingle Jam?

Website: https://www. jinglejam.

Is Jingle Jam a registered charity?

Yes, Jingle Jam is a registered charity with the Charity Commission (charity number 1200061). They primarily serve organisations in Throughout England And Wales.

How do I apply to Jingle Jam?

How to Apply Jingle Jam operates a two-stage application process for charity partnerships: Stage 1: Expression of Interest (EOI) Opens: Late January (January 31st for 2025 cycle) Closes: Late February at 5pm GMT (February 21st for 2025) Requires: Basic organizational information and alignment with Focus Areas Stage 2: Full Application Opens: Mid-March (March 17th for 2025) Closes: Early April at 5pm GMT (April 4th for 2025) Requires: In-depth information about the charity's work, outcomes, and potential impact Stage 3: Pitch Meetings (if selected) Week of late April (April 22nd week for 2025) Selected charities may be required to attend pitch meetings Must confirm third-party commitments Eligibility Requirements: UK-registered, USA-registered, or international organization operating in multiple countries Focus on children and young people Alignment with at least one of four Focus Areas Operating UK-wide, USA-wide, or internationally (not single-region local charities) Decision Timeline EOI to Full Application Invitation: Approximately 3-4 weeks (late February to mid-March) Full Application to Pitch Meetings: Approximately 2-3 weeks (early to late April) Final Selection: By May 1st Total Timeline: Approximately 10-11 weeks from initial EOI submission to final decision Partnership Announcement: Late May/early June Fundraising Event: December 1-14 Success Rates For the 2025 cycle, Jingle Jam received over 170 applications for 8 partnership positions (6 new partners plus 2 continuing Strategic Partners). This represents a success rate of under 5% for new partners. The Chair noted that "the quality of applications goes up 15 to 20 percent" annually, making selection increasingly competitive year-on-year.

Where is Jingle Jam based?

Jingle Jam is based in Bristol. They fund organisations in Throughout England And Wales.