Penny Appeal

Charity Number: 1128341

Annual Expenditure: £23.8M

Geographic Focus: Throughout England And Wales, Afghanistan, Australia, Azerbaijan, Bangladesh, Bosnia And Herzegovina ... [36 more]

Stay updated on changes from Penny Appeal and other funders

Get daily notifications about new funding opportunities, deadline changes, and programme updates from UK funders.

Free Email Updates

Quick Stats

Annual Expenditure: £23.8 million (2023)
Charity Number: 1128341
Decision Time: Not publicly disclosed
Grant Range: Varies by program (known example: £10,000)
Geographic Focus: International (Asia, Middle East, Africa) and UK domestic
Application Method: No public application process - partnership-based

Contact Details

Penny Appeal

Penny Appeal Campus

Thornes Park

Wakefield

West Yorkshire

WF2 8QZ

Phone: 03000 11 11 11
Email: info@pennyappeal.org
Website: www.pennyappeal.org

Overview

Penny Appeal was founded in 2009 by Adeem Younis with a mission to provide poverty relief across Asia, the Middle East, and Africa. With an annual expenditure of £23.8 million (2023), the charity operates as both a direct service provider and a grant-maker, distributing 89% of donations directly to charitable activities. Under the leadership of CEO Ridwana Wallace-Laher (appointed February 2023), Penny Appeal has evolved from a small grassroots initiative into a major international aid charity operating in over 30 countries. The organization works through a hybrid model, implementing programs directly while also making grants to trusted partner organizations on the ground. In June 2024, the Charity Commission closed its regulatory compliance case following improvements in governance, after issuing an Official Warning in September 2023.

Funding Priorities

Grant Programs

Penny Appeal makes grants to partner organizations but does not operate an open application process. Known grant-making includes:

Phoenix Fund (UK Domestic Abuse)

Provides emergency financial support to survivors of domestic abuse
Example grant: £10,000 to Staying Put (Bradford) for home starter kits (beds, fridges, microwaves)
Part of Domestic Abuse Strategy 2020-23

International Program Grants

Partners receive funding to implement programs in water access, orphan care, food security, and emergency aid
Implementation partners may deduct up to 12.5% for administration
Examples include partnerships with Egyptian Red Crescent, Jordan Hashemite Charity Organization, UNICEF

UK Community Grants

Age UK Bradford: Hardship Funds through means-tested grants
My Space: Housing support for homeless individuals
Bradford City FC Community Foundation: Community programs

Priority Areas

International Focus:

Water Access (Thirst Relief): Building wells and water systems to combat poverty
Orphan Care (OrphanKind): Education, healthcare, food, and clothing for orphaned children
Food Security: Emergency feeding and sustainable agricultural projects
Emergency Aid: Crisis response in conflict zones and disaster areas
Healthcare: Medical aid and health programs

UK Domestic Focus:

Domestic Abuse Support: Emergency financial aid, counseling, safe housing
Homelessness: Hot meals, care packs (blankets, sleeping bags, toiletries), secure housing
Food Insecurity: Community cafes, food parcels, food banks
Refugee Support: Assistance for refugees and asylum seekers
Elderly Care: Support services for vulnerable older people

What They Don't Fund

Specific exclusions are not publicly listed, but Penny Appeal:

Restricts donations to specific appeals (OrphanKind, Thirst Relief, etc.)
Focuses on poverty relief and humanitarian aid
Does not offer direct cash transfers to individuals
Primarily supports Islamic charitable giving, though serves people of all backgrounds

Ready to write a winning application for Penny Appeal?

Our AI helps you craft proposals that match their exact priorities. Save hours and increase your success rate.

Learn more >

Governance and Leadership

Current Leadership

Ridwana Wallace-Laher, CEO (February 2023 - Present)

First Muslim woman to lead a major international Muslim-led charity
Focus on “greater governance, collaboration, innovation, and continuous improvement”
Commitment to future-proofing the charity post-COVID
Nominated for prestigious award at The Yorkshire Choice Awards 2024

Board of Trustees (Global):

Mohammed Junaid Akhtar - Chair

Respected community leader with extensive charity sector experience
Magistrate Judge managing safeguarding initiatives

Mohammed Jahangir - Trustee

Over 20 years of safeguarding experience across local government
Chairs safeguarding efforts

Mohammed Khizar - Trustee

Project management and charity leadership background
Chairs Sufi Abdullah Foundation

Huma Shamas - Trustee

Health and social care professional with decade of experience
Co-founded Inspiring Champions

Adeem Younis - Trustee (Founder)

Founded Penny Appeal in 2009
Local businessman with proven track record

Governance History

The Charity Commission issued an Official Warning on 29 September 2023 for failure to maintain proper trustee meeting minutes regarding property decisions. The case was closed in June 2024 following improvements. The organization has undergone significant governance reforms under current leadership.

How to Apply to Penny Appeal

How to Apply

Penny Appeal does not operate a public grant application process. Grant-making appears to be relationship-based, with partnerships developed through direct contact rather than open calls for proposals.

Organizations interested in partnership should contact:

Email: info@pennyappeal.org
Phone: 03000 11 11 11

Note: Penny Appeal's USA branch (Penny Appeal USA) does operate a formal grants program for Thirst Relief, OrphanKind, and Income Generation with periodic application cycles, but this is separate from UK operations.

Partnership Approach

Penny Appeal develops collaborative partnerships with organizations that have:

Grassroots presence in target communities
Cultural understanding and insight into local needs
Experience in humanitarian aid or community support
Alignment with Penny Appeal's charitable objectives
Strong safeguarding and financial accountability

The organization relies on local partners to provide insight into community culture, struggles, and needs, often working with partners based within the communities they serve.

Decision Timeline

Decision timelines are not publicly disclosed as there is no formal application process. Partnerships appear to be developed through ongoing relationship building.

Success Rates

Not applicable - no open application process.

Reapplication Policy

Not applicable - no open application process.

Application Success Factors

Since Penny Appeal does not operate a public application process, organizations seeking partnership should focus on:

Relationship Building:

Direct outreach to Penny Appeal via their contact channels
Demonstrating track record in poverty relief, humanitarian aid, or community support
Showing alignment with Islamic charitable principles (though they serve all backgrounds)
Evidencing strong governance and financial accountability

Organizational Strengths to Highlight:

Grassroots presence in target communities
Cultural competency and local knowledge
Existing implementation capacity
Safeguarding expertise and policies
Financial transparency and efficiency
Experience with restricted grants and donor reporting

Strategic Alignment:

Programs aligned with OrphanKind, Thirst Relief, Food Security, or Emergency Aid
UK domestic work in homelessness, domestic abuse, food insecurity, or elderly care
Ability to deliver sustainable, long-term impact
Willingness to collaborate rather than compete for donor attention

Recent Strategic Focus:

Under CEO Ridwana Wallace-Laher's leadership, Penny Appeal emphasizes:

Governance improvements and accountability
Compassionate and efficient aid delivery
Connecting with grassroots donor communities
Innovation in addressing humanitarian challenges
Collaboration with like-minded organizations

Key Takeaways for Grant Writers

No Public Application Process: Penny Appeal makes grants through invitation and relationships, not open applications
Hybrid Operating Model: Primarily delivers programs directly but also funds partner organizations to implement projects
Strong Safeguarding Required: Given recent governance improvements, Penny Appeal will prioritize partners with robust safeguarding policies
Islamic Foundation, Universal Service: While rooted in Islamic charitable principles, Penny Appeal serves people of all backgrounds
89% to Programs: High percentage of donations reach charitable activities; partners should be prepared to match this efficiency
UK and International: Dual focus on international humanitarian aid and UK domestic poverty/social issues
Team Orange Volunteers: Large volunteer base for UK programs; partners may benefit from volunteer mobilization
Partnership-First Approach: Success depends on building relationships and demonstrating alignment with mission