The Asda Foundation

Charity Number: 1124268

Annual Expenditure: £3.6M
Throughout England And Wales

Contact Info

Website: www.asdafoundation.org

Phone: 0113 243 5435

Email: asdafoundation@asda.co.uk

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Quick Stats

  • Annual Giving: £3,200,000 (2024)
  • Success Rate: Not publicly available
  • Decision Time: Varies by program (up to 12 weeks typical)
  • Grant Range: £400 - £20,000
  • Geographic Focus: UK-wide (England, Scotland, Wales, Northern Ireland)

Contact Details

Website: www.asdafoundation.org

Email: asdafoundation@asda.co.uk

Phone: 0113 243 5435

Online Portal: asdafoundation.smartsimpleuk.com

Champion Locator: asdafoundation.org/champion-locator/

Pre-application Support: All applications must be made via your local Asda Community Champion based in Asda stores. Use the Champion Locator tool to find your nearest store and connect with the Community Champion to discuss your project proposal before applying.

Overview

Founded in 1988, The Asda Foundation is an independent charity with over 35 years of history supporting grassroots community groups across the UK. The Foundation has distributed more than £35 million to good causes throughout England, Scotland, Wales, and Northern Ireland since its inception. In 2024 alone, the Foundation awarded 2,603 grants totaling £3.2 million to community organizations. Led by Chair Karl Doyle, who also serves as Vice President of George Clothing at Asda, the Foundation operates through a network of over 380 Community Champions based in Asda stores nationwide. The Foundation's funding priorities are informed by its Community Tracker survey, which gathers insights from customers, colleagues, and community groups about key issues facing local areas. This data-driven approach ensures grants address real community needs, particularly around reducing loneliness and isolation, improving community spaces, and supporting essential services. In 2024, England received £2,385,393, Scotland received £429,566, Wales received £249,578, and Northern Ireland received £164,855.

Funding Priorities

Grant Programs

Empowering Local Communities Grant: £400 - £2,000

Rolling basis application through local Community Champions. Fixed amounts available: £400, £600, £1,000, £1,500, or £2,000. Supports groups working with adults or mixed age groups to build resilient communities and promote active lifestyles. Application forms obtained via local Asda Community Champions.

Local Community Spaces Fund: £10,000 - £20,000

Periodic funding rounds for community hubs and spaces. The Foundation must contribute at least 50% of total project cost, up to maximum £20,000. Since 2022, the Foundation has invested £2.5 million in community spaces through this program. Applications open during specific funding windows and submitted via SmartSimple online portal.

Young Futures Fund: £10,000 - £25,000

Supports projects benefiting children and young people. Applications accepted from organizations with income below £250,000 and unrestricted reserves below £100,000. Specific funding rounds with defined application periods.

Foodbank Fundamentals Fund: Variable amounts

Supports not-for-profit groups focused on food distribution and provision. Covers essential equipment and infrastructure for foodbanks. Rolling applications through SmartSimple portal.

Outdoor Community Spaces Fund: Variable amounts

Supports development and improvement of outdoor community spaces. Emphasizes accessibility for marginalized or vulnerable groups. Applications that focus on just one or two expensive items are unlikely to be successful.

Priority Areas

Building Resilient Communities: Supporting community groups with equipment, essentials, and facilities to enable activities, enhance existing provision, or ensure continuity of vital services.

Active Lives: Encouraging group physical activities for all ages and abilities to promote active lifestyles and combat sedentary behavior.

Reducing Loneliness and Isolation: Creating safe, welcoming spaces where people can connect, particularly targeting vulnerable and marginalized groups. Community Tracker data shows this is one of the top three challenges facing communities.

Mental Health Support: Funding projects addressing mental health needs, which ranks among the top three community priorities according to Foundation research. Recent successful projects include multiple men's mental health groups and wellbeing centers.

Foodbank Support: Providing essential equipment and infrastructure for food distribution organizations, responding to cost-of-living pressures affecting communities.

Community Space Transformation: Renovating and improving community hubs that serve as centers for multiple services and activities. The Foundation prioritizes spaces that are open and accessible to a wide range of people on a regular basis.

What They Don't Fund

General Exclusions:

  • Groups affiliated with particular political parties
  • Animal charities or groups focused primarily on animal welfare
  • Religious organizations whose services are only open to people of a particular faith
  • Groups whose services and activities involve alcohol
  • Third-party grant-making organizations (grantees must directly deliver services/activities)
  • Public/Government bodies including schools and academy trusts (though PTAs with their own bank accounts can apply)
  • Projects which could negatively impact the Foundation's reputation
  • Groups with annual income over £250,000 (unless separate accounts and constitution demonstrated for branches)
  • Groups with unrestricted reserves over £100,000 (some exceptions with explanation)

Program-Specific Exclusions:

Foodbank Fundamentals Fund:

  • Groups without food distribution as core purpose
  • Food and refreshments for one-off events or regular social activities where food provision is not primary objective
  • Membership fees (e.g., FareShare subscriptions) and running costs
  • Groups who already received Foundation funding in 2025

Local Community Spaces Fund:

  • Groups who don't currently operate a community space/building
  • Heritage projects primarily focused on preserving buildings for historical significance rather than active community use

Young Futures Fund:

  • Equipment kept by individuals rather than the applying organization
  • Projects/items benefiting only one person
  • Trips and excursions

Outdoor Community Spaces Fund:

  • Applications focusing on just one or two expensive items

Governance and Leadership

Chair: Karl Doyle (Vice President, George Clothing at Asda)

Karl Doyle provides strategic direction to the Foundation and regularly speaks about the importance of community spaces and grassroots support. In his recent statements, he has emphasized:

On the Foundation's 2024 achievements: "It's days like today that really helps us to showcase the important work we do to help many grassroots groups and charities across the UK. Thank you to the grassroots groups and charities who work tirelessly to make a positive difference for the people and communities who need it most. We're proud of everything we've achieved together in 2024 and are looking forward to continuing our support for communities across the UK."

On community spaces funding: “Safe and welcoming community spaces play a crucial role in bringing people together and supporting essential local services.”

On the importance of community infrastructure: "Today, we're proud to award over £1.2 million to 65 groups across the UK to improve their community spaces. We know that safe and inclusive spaces can be a lifeline to many in our local communities, they offer a way for people to be together and are the home for many vital services and activities. Our Community Tracker tells us that many community groups are struggling to find the funding to maintain, develop and repair these spaces and that's where we have come into help."

The Foundation operates with support from Asda's network of over 380 Community Champions—dedicated staff based in UK Asda stores who work directly with local charities and groups, understand community needs, and facilitate the grant application process.

Application Process & Timeline

How to Apply

Step 1: Connect with Your Local Community Champion

All applications must be made via your local Asda Community Champion. Applications submitted directly to the Foundation will not be accepted. Use the Champion Locator tool at asdafoundation.org/champion-locator/ to find your nearest Asda store and contact details for the Community Champion.

Step 2: Discuss Your Project

Speak with your Community Champion about your project proposal. They will assess initial fit with Foundation priorities and may nominate your group to receive an application form.

Step 3: Complete Application

For smaller grassroots grants (Empowering Local Communities Grant): Obtain application form from Community Champion and submit via the Champion.

For larger grants (Local Community Spaces Fund, Young Futures Fund, etc.): Register or log in to the SmartSimple portal at asdafoundation.smartsimpleuk.com. New users receive email verification to set up password. Find grant application forms in the 'Funding Opportunities' section of your homepage portal.

Step 4: Provide Detailed Information

Applications require:

  • Detailed breakdown of total project costs
  • Specific explanation of how Foundation funding will be used
  • Evidence of annual income below £250,000
  • Confirmation of unrestricted reserves below £100,000
  • For branches of larger organizations: separate bank account, independent annual accounts, and own constitution
  • Up-to-date and accurate contact details

Step 5: Track Progress

After submission, you'll receive email confirmation. Throughout the review, status updates may be sent or you can log into your SmartSimple account to view application progress.

Decision Timeline

Decision timelines vary by grant program, but applicants can typically expect decisions within 8-12 weeks of application submission. The Foundation processes applications on rolling or periodic funding round bases depending on the program.

Notification Methods: Applicants are notified by email whether successful or unsuccessful. Successful applicants are invited to complete and sign a Funding Agreement.

Success Rates

The Foundation awarded 2,603 grants in 2024 from total funding of £3.2 million. Specific success rates (percentage of applications approved) are not publicly disclosed. However, the Foundation's Community Tracker data and emphasis on grassroots support suggest they prioritize quality alignment over volume, with applications needing to demonstrate clear community impact and alignment with identified needs.

Due to the volume of applications, the Foundation acknowledges that “sometimes difficult decisions must be made,” and their decisions are final and at their discretion.

Reapplication Policy

For Unsuccessful Applicants: Unsuccessful applicants cannot reapply for the same specific program/funding round. However, they may be eligible to apply for future funding opportunities if they address any concerns that led to the initial rejection and meet the criteria for upcoming programs.

For Previous Recipients: Groups who have already received Foundation funding during the current year are ineligible for certain programs (e.g., Foodbank Fundamentals Fund explicitly excludes groups already funded in 2025).

General Approach: While the Foundation does not specify a mandatory waiting period for all programs, the reapplication policy is program-specific and applicants should check individual fund guidelines.

Application Success Factors

Direct Advice from the Foundation

Financial Details: “Provide a detailed breakdown of the total costs associated with your project, highlighting specifically how Asda Foundation funding will be used, as this information is essential to help them fully understand your project and assess how their support will contribute to its success.”

Comprehensive Projects: “Applications that focus on just one or two expensive items are unlikely to be successful - instead, projects should make a lasting and demonstrable difference.”

Community Access: The Foundation encourages “applications that increase access to outdoor spaces, particularly for marginalised or vulnerable groups of people.” Applications should “bring local communities together – this means outdoor spaces which are open and accessible for a wide range of people on a regular basis.”

Data-Driven Alignment: Review the Community Tracker findings to understand what communities are telling the Foundation is most important. Currently, the top three challenges are: loneliness/isolation, mental health, and crime prevention.

Recently Funded Projects

Autism Rocks (Fife): £17,640 to support their work with autistic individuals and families.

Newport Youth Café Project: £23,202 to renovate their hub, enabling continued vital services for young people.

Butterfly Effect Wellbeing: £25,000 via Asda Harlow to transform an unused building into a safe community hub with garden space, yoga studio, clothing share store, indoor and outdoor kitchen, and cosy connection spaces.

Men's Mental Health Groups: Multiple successful applications including The Port Men In Sheds, Rammy Men CIC, and Banff McDuff District Men's Shed—all providing mental health and wellbeing support for men.

Language and Terminology

The Foundation uses specific language that applicants should mirror in applications:

  • “Grassroots groups” and “local communities”
  • “Building resilience”
  • “Reducing loneliness and isolation”
  • “Safe and welcoming spaces”
  • “Bringing people together”
  • “Making a lasting impact”
  • “Supporting essential local services”
  • “Transforming community spaces”

Common Success Factors

Community Champion Relationship: Building a strong relationship with your local Community Champion is essential. They are your gateway to funding and can provide valuable guidance on application strength.

Clear Community Need: Demonstrate evidence of community need, ideally aligned with Community Tracker findings (loneliness/isolation, mental health, lack of community spaces).

Wide Community Benefit: Show how your project serves a broad range of community members on a regular basis, not just a narrow group or one-off event.

Sustainability and Impact: Explain how the Foundation's funding will create lasting, demonstrable difference rather than short-term fixes.

Realistic Budgeting: Provide detailed, itemized budgets showing exactly how Foundation money will be spent, with costs appropriate to project scale.

Grassroots Credentials: Emphasize your organization's local, community-led nature, small scale (income under £250,000), and direct service delivery.

Key Takeaways for Grant Writers

  1. Community Champion connection is mandatory: Do not attempt to apply directly. Build a relationship with your local Asda Community Champion first—they are your essential advocate and application gateway.
  1. Align with Community Tracker priorities: Frame your project around the Foundation's data-driven priorities: reducing loneliness/isolation, improving mental health, creating accessible community spaces, and supporting essential services.
  1. Demonstrate broad community access: Successful applications show how projects benefit wide ranges of people regularly, particularly vulnerable or marginalized groups. Avoid narrow or one-off initiatives.
  1. Provide detailed financial breakdowns: Be specific about how every pound will be spent. Vague budgets or applications focusing on just one or two expensive items are unlikely to succeed.
  1. Emphasize lasting impact: The Foundation wants to see “lasting and demonstrable difference” to communities. Show sustainability beyond the grant period and measurable outcomes.
  1. Understand your program: Grant amounts, eligibility criteria, and application methods vary significantly between programs. Smaller grassroots grants (£400-£2,000) have different processes than larger community spaces grants (£10,000-£20,000).
  1. Check income and reserves limits: Most programs require income below £250,000 and unrestricted reserves below £100,000. If you're a branch of a larger organization, prepare documentation showing independence.
  1. Mirror Foundation language: Use their terminology in applications: “grassroots,” “building resilience,” “bringing people together,” “transforming spaces”—this demonstrates alignment with their mission and values.

Similar Funders

These funders frequently fund the same charities:

References

  1. Asda Foundation official website - www.asdafoundation.org
  2. Asda Foundation grant programs page - https://asdafoundation.org/our-grants/
  3. Charity Commission register - THE ASDA FOUNDATION, charity number 1124268 - https://register-of-charities.charitycommission.gov.uk/charity-details/?regid=1124268
  4. Asda corporate newsroom - “Asda Foundation publishes 2024 Impact Report” - https://corporate.asda.com/newsroom/2025/22/04/asda-foundation-publishes-2024-impact-report
  5. Asda corporate newsroom - “Asda Foundation Awards over £1.25 Million to transform community spaces across the UK” - https://corporate.asda.com/newsroom/2025/03/09/asda-foundation-awards-over-125-million-to-transform-community-spaces-across-the-uk
  6. Asda corporate newsroom - “Asda Foundation awards over £1.2 million of funding to transform community spaces across the UK” - https://corporate.asda.com/newsroom/2024/09/17/asda-foundation-awards-over-one-point-two-million-of-funding-to-transform-community-spaces-across-the-uk
  7. Asda Foundation About Us page - https://asdafoundation.org/about-us/
  8. Asda Foundation Local Community Spaces Fund page - https://asdafoundation.org/our-grants/local-community-spaces-fund/
  9. Asda Foundation Champion Locator - https://asdafoundation.org/champion-locator/
  10. Asda corporate newsroom - “Asda Foundation celebrates 30 years of giving” - https://corporate.asda.com/blog/2019/03/29/asda-foundation-celebrates-30-years-of-giving
  11. Asda Foundation SmartSimple portal - https://asdafoundation.smartsimpleuk.com/
  12. Action Together funding information - “Asda Foundation - Empowering Local Communities Grant” - https://www.actiontogether.org.uk/asda-foundation-empowering-local-communities-grant
  13. Funding Scotland - “Asda Foundation” - https://funding.scot/funders/001b000000StAHwAAN/asda-foundation
  14. Retail Bulletin - “Asda Foundation awarded £3.2 million in grants to local community groups in 2024” - https://www.theretailbulletin.com/food-and-drink/asda-foundation-awarded-3-2-million-in-grants-to-local-community-groups-in-2024-23-04-2025/