The Ashley Family Foundation

Charity Number: 288099

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Quick Stats

  • Annual Giving: Not publicly disclosed
  • Success Rate: Not published
  • Decision Time: Applications reviewed three times annually; outcomes communicated within 2 working days of Board meeting
  • Grant Range: £500 - £10,000
  • Geographic Focus: Wales (with particular emphasis on rural Mid Wales)

Contact Details

  • Website: www.ashleyfamilyfoundation.org.uk
  • Email: info@ashleyfamilyfoundation.org.uk
  • Phone: 03030 401005
  • Registered Charity Number: 288099
  • Location: Tetbury, Gloucestershire

Pre-application Support: Applicants are encouraged to contact the Foundation before submitting to discuss project suitability.

Overview

The Ashley Family Foundation, established in 1986 by Sir Bernard Ashley and his wife Laura Ashley following the success of their global fashion and interiors business, has deep roots in Wales where the Laura Ashley company began in Carno, Mid Wales in the 1950s. Originally named The Laura Ashley Foundation and focused solely on the arts, the charity was renamed in 2011 to reflect a broader mission encompassing community and social welfare projects. In 2022, the founders' grandchildren established “Cefndryd” (Welsh for “Cousins”), an advisory group that informed a strategic refresh for 2024/25, concentrating funding almost exclusively in Wales with renewed emphasis on heritage crafts and environmental sustainability. The Foundation's mission is “inspiring environmental sustainability and creative arts in Wales, for the benefit of rural communities and those most in need,” supporting “projects that bring people together, to make their community a better, more joyful place.”

Funding Priorities

Grant Programs

  • Standard Revenue Grants: £500 - £10,000
  • Generally one-off grants for revenue projects (not capital)
  • Applications accepted year-round with three funding rounds annually
  • Multi-year funding (up to 3 years) considered if project requires it, subject to satisfactory monitoring and review
  • Grant must represent at least 10% of overall project cost
  • Favours organisations with income below £2 million

Priority Areas

The Foundation focuses on five main themes:

  1. Wales - At least 50% of funding goes to Welsh projects, with strong preference for communities in Mid Wales where the Ashley family business had significant impact
  1. Rural Communities - Particularly interested in projects that open up opportunities where they might not otherwise exist and help alleviate isolation and hardships affecting rural communities
  1. Arts - Supports organisations providing educational and creative activities, including applied arts and crafts, music, drama, and textiles
  1. Environmental Sustainability - Work that seeks to improve the environment and sustainability for current and future generations
  1. Crafts - Supports heritage crafts at risk, as well as contemporary craft makers and educators

What They Don't Fund

  • Individuals and business ventures
  • Overseas projects
  • Religious work
  • Direct funding to schools or hospices
  • Retrospective funding for completed activities
  • Sports activities
  • Capital projects (buildings, equipment)
  • Debt repayment
  • Well-established causes (cancer research, animal welfare)
  • Medical treatments
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Governance and Leadership

Trustees

Anita George (Chair of Trustees) - Lawyer with international business experience in London and Hong Kong; former director of Royal Welsh College of Music and Drama; native Welsh speaker and director of S4C television channel

Emma Shuckburgh (Director for Wales) - Daughter of founders Laura and Bernard Ashley; BA in Graphic Design from Camberwell School of Art; former textile designer; trustee since 1999

Julian Ashley (Director for England) - Bristol University graduate; 30+ year career in advertising; joined as trustee in 2020

Andrew Wimble (Chair of Finance Committee) - Chartered Fellow of Securities Institute and Chartered Wealth Manager; 30+ years experience in financial services; committee member of Charity Investors Group; appointed 2024

Alexis Ashley Korner (Chair of Cefndryd Committee) - University of Sussex graduate; experience at Human Rights Watch; second-generation trustee

Mandy Williams-Davies - Background in design and community regeneration; former Gwynedd County Council member and previous chair of Storiel Art Gallery and Museum; fluent Welsh speaker from North Wales

Meirion Rees - Chartered accountant; current CFO of Phastar; native Welsh speaker from rural North Wales

Application Process and Timeline

How to Apply

Pre-application Contact: Strongly recommended to contact the Foundation before submitting - Call 03030 401005 or email info@ashleyfamilyfoundation.org.uk to discuss project suitability

Online Application: Applications submitted through Formstack online portal

  • Applications can be saved and resumed for up to 30 days
  • Data is lost if not submitted within 30 days of activation
  • Desktop or laptop required (incompatible with tablets/smartphones)
  • Welsh language support available through Community Foundation Wales (029 2037 9580)
  • Alternative formats available upon request

Eligibility: UK registered charity, exempt charity, or regulated not-for-profit (e.g., Community Interest Company). Unregistered organizations can apply if supported by a registered charity.

Decision Timeline

  • Applications accepted year-round
  • Funding awards made three times annually following Board of Trustees meetings
  • Next deadline: 31st December 2025 (for March 2026 funding round)
  • Detailed assessment process may involve phone call or visit lasting up to one hour
  • Possible requests for additional information during assessment
  • Outcomes communicated within two working days of Board meeting
  • Payment via bank transfer within 5-10 working days if approved

Success Rates

Success rates are not publicly disclosed. The Foundation notes that “even if applicants fit their funding criteria, they cannot guarantee success due to the large number of applications received.”

Reapplication Policy

Unsuccessful applicants must not reapply within 12 months of their previous application.

Application Success Factors

Alignment with Welsh Heritage

Strong applications demonstrate clear alignment with the Foundation's Welsh roots and values. The Ashley family's business was a model for rural employment in Mid Wales, and projects that reflect similar community-building principles are favored.

Recent Funded Projects (2023)

  • Tir Coed, Aberystwyth - Outdoor training, learning and wellbeing programmes across four Welsh counties
  • The Welsh Group, 'Celf Gwyrdd' - Artists' collective exhibiting and giving voice to visual arts in Wales
  • CARAD Community Arts Rhayader and District - Promoting participation in arts and heritage activity
  • Black Mountains College, Talgarth - Creating a future where nature and humans thrive in Bannau Brycheiniog National Park
  • Heritage Crafts Association - Celebrating, supporting and safeguarding traditional craft skills
  • The Wilderness Trust, Llanidloes - Connecting people with nature to increase wellbeing and care for environment

Other Funded Examples

  • Music in Hospitals - Three-year grant bringing live music to care homes in Powys
  • Royal Welsh College of Music and Drama - Annual scholarship plus production funding (ongoing)
  • Merthyr College & Green Man Festival - Audio-visual placements with industry mentors for students
  • Pathways to Farming in North Powys - Increasing horticultural producers and developing local food markets

Key Success Factors

  1. Demonstrate genuine community need - Show how your project addresses isolation or lack of opportunity, particularly in rural areas
  1. Emphasize Welsh connections - Projects with strong Welsh community links are prioritized
  1. Show sustainability focus - Environmental impact and sustainability are increasingly important to the Foundation
  1. Proportionate funding request - Grant must represent at least 10% of overall project cost; requests under £10,000 preferred
  1. Small to medium charity status - Organizations with income below £2 million are favored
  1. Community cohesion - Projects that “bring people together, to make their community a better, more joyful place” align with core mission
  1. Heritage crafts and traditional skills - Particularly of interest given updated strategy focus

Key Takeaways for Grant Writers

  • Pre-application contact is strongly encouraged - Call or email before submitting to confirm project suitability and potentially increase success chances
  • Welsh focus is paramount - From November 2024, applications are only open to organizations working in Wales, or supporting Welsh people studying arts or environmental sustainability in England
  • Rural Mid Wales has special significance - Projects in this area receive particular interest due to the Ashley family's business history there
  • Revenue funding only - Capital projects are explicitly excluded; focus on running costs and activities
  • Environmental sustainability is a new priority - The 2024/25 strategy update places greater emphasis on environmental projects
  • Multi-year funding is possible - While generally one-off grants, the Foundation will consider up to 3 years if justified
  • Be prepared for assessment - Expect possible phone calls or site visits lasting up to an hour as part of detailed evaluation
  • Annual reporting required - Successful applicants must submit a short report on the grant anniversary or project completion

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