Poundland Foundation

Charity Number: 1194291

Annual Expenditure: £1.6M
Throughout England And Wales, Scotland, Northern Ireland

Contact Info

Website: www.poundlandfoundation.org.uk

Phone: 0121 568 7000

Email: foundation@poundland.co.uk

Quick Stats

  • Annual Giving: £1.5m+ (estimated based on recent distributions)
  • 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: 0121 568 7000

Overview

The Poundland Foundation was registered as a charity in April 2021 (charity number 1194291, also registered in Scotland SC051673) with an ambitious commitment to distribute £3 million in grants over two years. Since its establishment in May 2021, the Foundation has 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' and Bronze for 'Best foundation' at industry 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: £100,000 - £150,000

Special one-off grants awarded annually to organisations excelling in a specific themed area of family life. The theme changes each year (2024 theme was 'disadvantage'). 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 (most recent round opened May 2025).

Small Grants Fund: Details to be announced for 2025

A new small grants programme is planned for 2025 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)

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
  • Mark Woodruff - Vice Chair
  • Chloe Jones
  • Chris Claxton
  • Helen Walker
  • Krista Wright
  • Lee Renshaw
  • Laura Yonish
  • Olivia McLoughlin

Simon Wells “has a real passion for supporting communities and families through the work that the Foundation can support.”

Barry Williams, CEO 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.”

Application Process & Timeline

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 (most recent: May 2025)

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 2025:

  • 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 (based on 2023 round: June 13 deadline, July 31 decision date)

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 prioritized

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 recognized 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 emphasizing “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 frequently fund the same charities:

References