Poundland Foundation

Quick Stats

• Annual Giving: £1.3m (based on grants awarded in year ending September 2024)
• Success Rate: Not publicly available
• Decision Time: 6-8 weeks (Kits 4 Kids programme)
• Grant Range: £750 - £300,000
• Geographic Focus: UK-wide

Contact Details

Website: www.poundlandfoundation.org.uk

Email: foundation@poundland.co.uk

Phone: 01215 687000

Overview

The Poundland Foundation was registered as a charity in April 2021 (charity number 1194291 in England and Wales, and SC051673 in Scotland, registered 29 March 2022) with an ambitious commitment to distribute £3 million in grants over two years. By September 2024, the Foundation had raised over £7 million, supporting families and communities across the UK through a mix of strategic national partnerships and grassroots community grants. The Foundation operates a tiered grant-making approach, providing multi-year strategic grants to national charity partners, annual Hero Grants focused on themed challenges, and small community grants including the Kits 4 Kids programme. The partnership with national children's charities has received industry recognition, winning Gold for 'Best alignment of brand values during a CSR programme', Bronze for 'Best foundation', and being highly commended for 'Most innovative collaboration' at the Corporate Engagement Awards.

Funding Priorities

Grant Programs

Strategic Partnership Grants: £150,000 - £300,000

Multi-instalment annual grants to long-term national charity partners for specific high-impact projects. Current partners include Make-A-Wish UK (over £1.3m awarded), Tommy's (over £1.16m awarded), and Whizz-Kidz (over £1m awarded since 2017 partnership began). Applications not currently open to new strategic partners.

Hero Grants

Special one-off grants awarded annually to organisations excelling in a specific themed area of family life. The theme changes each year. Recent recipients include Family Action (£100,000 for FamilyLine helpline support) and Trussell Trust (£150,000 for food bank resilience).

Kits 4 Kids Programme: Up to £750

Grants for very small registered charities, community groups, sports clubs, and Community Interest Companies supporting local children's sports kit and clothing. Since May 2021, almost 900 grants awarded totalling over £600,000. Applications open periodically throughout the year.

Small Grants Fund: Details to be announced

A new small grants programme is planned with criteria to be provided when available.

Colleague Match Funding: Up to £500

Matches Poundland employee fundraising totals up to £500 per colleague.

Priority Areas

The Foundation focuses on supporting families and children across the UK, with particular emphasis on:

• Children's health and wellbeing
• Disability support and inclusion
• Food poverty and crisis support
• Family support services and helplines
• Youth sports participation and physical activity
• Community resilience in disadvantaged areas

What They Don't Fund

Explicit Exclusions:

• Profit-making organisations
• Schools (for Kits 4 Kids programme)
• Organisations outside the UK
• For Kits 4 Kids: organisations with annual income over £10,000 or reserves over £5,000
• Non-clothing items for sports programmes (Kits 4 Kids is for kit/clothing only)

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Governance and Leadership

The Poundland Foundation is governed by an independent Board of Trustees consisting of both Poundland colleagues and independent trustees. Eight of the ten trustees work for Poundland, including the Chair.

Current Trustees:

• Simon Wells - Chair of Board of Trustees and People Director at Poundland
• Olivia McLoughlin
• Matt Wynes (appointed January 2025)
• Gavin Hughes (appointed January 2025)
• Katie Underwood (appointed January 2025)

Barry Williams, Managing Director of Poundland, stated at the Foundation's launch: “Poundland has got a strong tradition of supporting good causes, nationally and locally, and I want to thank all our colleagues and customers for all their fundraising efforts. The launch of the Poundland Foundation is a significant step for us and shows our commitment to helping our communities up and down the country.”

How to Apply to Poundland Foundation

How to Apply

Kits 4 Kids Programme:

• Online application form available on the Foundation website when rounds are open
• Applications accepted from registered charities, CICs, and unregistered community organisations
• Must have safeguarding/child protection policy
• Must have own bank account
• Application rounds open periodically throughout the year

Hero Grants and Strategic Partnerships:

• Not currently open to applications
• The Foundation selects partners based on strategic alignment with annual themes
• Information on future rounds shared on website

Small Grants Fund:

• Criteria and application process to be announced
• Check website for updates on eligibility and application dates

Decision Timeline

Kits 4 Kids: Approximately 6-8 weeks from application deadline to decision notification

Other programmes: Decision timelines vary and are not publicly specified

Success Rates

Specific success rates are not publicly disclosed. However, the Kits 4 Kids programme has awarded almost 900 grants since May 2021, suggesting active grant-making. The Foundation notes they receive high volumes of applications and cannot respond to individual queries about applications.

Reapplication Policy

No specific reapplication policy is published. Given the rolling nature of the Kits 4 Kids programme with multiple annual rounds, unsuccessful applicants can likely reapply in subsequent rounds.

Application Success Factors

For Kits 4 Kids Applicants:

• Keep it simple and focused on core kit/clothing needs only
• Ensure your organisation meets the strict financial thresholds (under £10,000 income, under £5,000 reserves)
• Have safeguarding policies in place before applying
• Focus on impact for children under 18
• Applications from very small, grassroots organisations seem to be prioritised

For Strategic Consideration:

• Alignment with family support and children's wellbeing themes
• Demonstrable impact on disadvantaged communities
• National reach or potential to scale impact
• The Foundation values innovation and collaboration - the partnership with Tommy's was recognised for innovative collaboration
• Focus on areas where the Foundation's support can make measurable difference to families' lives

Recent Funding Examples:

• Tommy's Midwives Helpline (£206,549 for professional pregnancy advice)
• Make-A-Wish UK (supporting 116 wishes)
• Trussell Trust (£150,000 for food bank running costs and volunteer support during cost of living crisis)
• Family Action FamilyLine (£100,000 for free helpline and online self-help resources)

Language and Terminology:

The Foundation uses accessible, impact-focused language emphasising “transforming communities,” “changing lives,” and “supporting families.” They value practical support that delivers tangible outcomes for beneficiaries.

Key Takeaways for Grant Writers

• Know your tier: The Foundation operates distinctly different programmes for different scales - don't apply to Kits 4 Kids if you need £50,000, and vice versa
• Financial thresholds matter: For Kits 4 Kids, the £10,000 income and £5,000 reserves limits are strict - ensure you qualify before applying
• Children and families are central: All funding streams focus on improving outcomes for children and families, particularly those facing disadvantage
• Strategic partners are selected, not applied for: The major grants to national charities appear to be invitation-based partnerships rather than open application processes
• Watch for themed opportunities: The annual Hero Grant theme changes each year - if your work aligns with the current theme, this could be a significant opportunity
• Demonstrate grassroots impact: For small grants, show how relatively modest funding will create tangible difference in your local community
• Monitor the website closely: Grant rounds open and close, and new programmes are announced - regular checking of their website is essential for catching opportunities

Similar Funders

These funders have a similar focus and geographic reach:

• Focus Foundation
• Monday Charitable Trust
• The Swire Charitable Trust
• The Veterans' Foundation
• The Greggs Foundation
• St. James's Place Charitable Foundation
• Woodroffe Benton Foundation
• Bauer Radio's Cash For Kids Charities
• The Trusthouse Charitable Foundation (forte Charitable Foundation)
• The Truemark Trust

References

• Poundland Foundation official website: https://poundlandfoundation.org.uk/
• Charity Commission register: https://register-of-charities.charitycommission.gov.uk/en/charity-search/-/charity-details/5172159
• “Poundland launches charitable foundation with £3m commitment,” Civil Society, May 2021: https://www.civilsociety.co.uk/news/poundland-launches-charitable-foundation-with-3-5m-commitment.html
• “Poundland Foundation to distribute £1.2m in grants,” Retail Times: https://retailtimes.co.uk/poundland-foundation-to-distribute-1-2m-in-grants/
• “Poundland Foundation donates £100,000 to Family Action,” Retail Bulletin, September 2024: https://www.theretailbulletin.com/grocery/poundland-foundation-donates-100000-to-family-action-02-09-2024/
• “£150,000 Trussell Trust donation stocks up food bank charity for 2024,” Poundland Foundation: https://poundlandfoundation.org.uk/150000-trussell-trust-donation-stocks-up-food-bank-charity-for-2024/
• "Poundland partnership awarded for changing families' lives," Tommy's: https://www.tommys.org/about-us/news-views/poundland-partnership-awarded-changing-families-lives
• Whizz-Kidz partnership page: https://www.whizz-kidz.org.uk/get-involved/partnerships/corporate/poundland-foundation/
• Action Together funding information: https://www.actiontogether.org.uk/poundland-foundation-2025
• Charity Commission financial accounts for year ended 30 September 2024