The Chartered Institute Of Marketing Charitable Trust

Quick Stats

• Annual Giving: £144,503 (2023-24)
• Success Rate: Not publicly disclosed
• Decision Time: Not publicly disclosed
• Grant Range: Not publicly disclosed
• Geographic Focus: United Kingdom
• Application Method: Rolling/discretionary basis

Contact Details

Address: Marketing Trust, Moor Hall, Cookham, Berkshire, SL6 9QH

Phone: 01628 427002

Email: secretary@marketingtrust.org

Website: www.marketingtrust.org

Overview

The Marketing Trust (registered as The Chartered Institute of Marketing Charitable Trust, Charity Number 277805) is an independent charitable trust established to provide financial assistance to marketing projects for public good. The charity became independent of the Chartered Institute of Marketing (CIM) in 1990 and now operates with its own independent Board of Trustees to set and implement strategy, though CIM continues to provide secretariat services for an annual fee.

The Trust's mission is the advancement, for the benefit of the public, of education, practical training and research into the art and science of marketing. In the financial year ending June 2024, the Trust had an income of £116,728 and total expenditure of £294,425, demonstrating significant grant-making activity funded from invested financial reserves. The charity operates primarily through grant making, focusing on education and training initiatives that deliver enhanced understanding and execution of marketing with wider societal impact.

The Trustees have expressed a desire to welcome “a wider and more diverse range of projects and organisations reflecting our changing society,” indicating an openness to new applicants and innovative proposals beyond their traditional funding areas.

Funding Priorities

Grant Programs

The Marketing Trust supports several distinct categories of projects:

Education and Training Initiatives

• Workshops for small to medium charities to develop marketing expertise (delivered both face-to-face and online throughout the UK)
• Training and development projects designed to raise marketing competence of those engaged in promoting charitable work
• Young Enterprise funding for students across the UK to establish start-up businesses bringing new products or services to market in an academic year

Academic Research

• Research Impact Projects – collaboration with the Academy of Marketing to support strategic research across the UK
• Individual academic research grants for important aspects of marketing
• Funding for Marketing PhD students to attend Doctoral Research Colloquiums
• Support for the Academy of Marketing Research Initiative funding scheme

Specific Program Examples

Recent funded projects include:

• MealMate (Young Enterprise winning team from The Business School, Liverpool Hope University)
• Jack Coffin (University of Manchester) and Finola Kerrigan (University of Birmingham) – Marketing Short Stories: A Podcast Series
• Kathy Hamilton and Juliette Wilson (University of Strathclyde) – Age-Friendly Servicescapes: Building Inclusive Markets for Older Consumers
• Emma Banister (Alliance Manchester Business School) – SMEs and Shared Parental Leave
• Georgios Patsiaouras (University of Leicester) – Tackling water scarcity in the Midlands through effective communication strategies

Priority Areas

• Marketing education and training for charitable organizations
• Development of marketing competence in the voluntary sector
• Academic research advancing understanding of marketing
• Projects with demonstrable wider societal impact
• Initiatives supporting young people in business and marketing
• Research with practical applications for marketing practice
• Projects reflecting diverse and changing society

What They Don't Fund

While the Trust does not publish explicit exclusions, their objectives indicate they focus exclusively on marketing-related projects. The Trust generally supports groups and organisations but may in exceptional circumstances grant support to individuals, provided they meet the criteria of the objectives.

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Governance and Leadership

Board of Trustees

The Marketing Trust has an independent Board of four Trustees who set and implement strategy:

Current Trustees:

• Nigel Coates – Trustee (appointed November 2017), also serves as trustee for Smile for Life Children's Charity
• Tony Groom – Trustee (appointed April 2017)
• Tom Mason – Trustee
• Dr Laurie Wood – Trustee (appointed July 2024)

The charity has one volunteer and no paid employees. Trustees receive no remuneration or payments for their services. The Chartered Institute of Marketing provides the secretariat function for an annual fee.

Historical leadership references include Mary Kinghorn Davies as Chairman of the Marketing Trust (referenced in 2018 events).

Application Process and Timeline

How to Apply

The Marketing Trust does not appear to have a standardized public application process with fixed deadlines or an online portal. Applications are considered on a rolling basis at the discretion of the Trustees.

Application Method:

• Contact the Trust directly via email at secretary@marketingtrust.org or by phone at 01628 427002
• All applications are carefully considered on their individual merits in line with Trust objectives
• The Trust states that examples of funded projects are “indicative of the types of applications supported to date but should not be regarded as restrictive in any way”

Eligibility:

• The Trust generally supports groups and organisations
• In exceptional circumstances, individual applications may be considered if they meet the criteria of the objectives
• Projects must align with the Trust's mission of advancing marketing education, training, or research
• Applicants should demonstrate wider societal impact

Decision Timeline

No specific decision timeline is publicly disclosed. Applicants should contact the Trust directly to inquire about expected timelines for their specific proposal.

Success Rates

Success rates are not publicly disclosed. Given the Trust's total expenditure of £294,425 against income of £116,728, the charity appears to be drawing on reserves to fund a significant number of projects, suggesting an active grant-making program.

Reapplication Policy

No specific reapplication policy is publicly stated. Given the Trust's openness to applications considered on individual merits, unsuccessful applicants should contact the Trust directly to discuss whether reapplication would be appropriate.

Application Success Factors

Based on the Trust's stated priorities and funded projects, successful applications likely demonstrate:

Alignment with Marketing Education/Research Mission

• Clear focus on advancing marketing knowledge, skills, or practice
• Demonstrable educational or research value
• Contribution to understanding or execution of marketing

Societal Impact

• The Trustees emphasize projects that “demonstrate a wider societal impact”
• Projects benefiting charitable organizations, young people, or underserved communities appear particularly valued
• The Trust explicitly welcomes “a wider and more diverse range of projects and organisations reflecting our changing society”

Support for the Charitable Sector

• Significant emphasis on building marketing competence in charities and voluntary organizations
• Training and development for those promoting charitable work
• Projects helping charities reach their audiences more effectively

Academic Rigor for Research Projects

• Collaboration with established academic institutions
• Clear research methodology and outcomes
• Practical applications for marketing practice
• Collaboration with the Academy of Marketing is a proven successful approach

Clear Objectives and Outcomes

• Applications should be specific about what the funding will achieve
• Projects should have measurable outcomes
• Alignment with the Trust's charitable objectives must be explicit

Key Takeaways for Grant Writers

• Make direct contact first: With no public application portal, early communication with the secretary at secretary@marketingtrust.org is essential to understand current priorities and application procedures
• Emphasize societal impact: The Trustees specifically seek projects demonstrating wider societal benefit beyond commercial marketing applications
• Highlight diversity and innovation: The Trust actively welcomes diverse projects reflecting changing society - innovative approaches aligned with mission are encouraged
• Consider collaboration: Projects involving the Academy of Marketing or established academic institutions have proven successful
• Support for charities is valued: If your project builds marketing capacity in the charitable sector, emphasize this alignment with the Trust's priorities
• Don't self-exclude: The Trustees state funded examples “should not be regarded as restrictive” - if your marketing project serves the public good, it may be worth applying
• Individual applications possible: While the Trust primarily funds organizations, exceptional individual applications aligned with objectives may be considered

References

• The Chartered Institute of Marketing Charitable Trust, Charity Commission Register, Charity Number 277805, https://register-of-charities.charitycommission.gov.uk/charity-details/?regid=277805&subid=0
• The Marketing Trust official website, https://www.marketingtrust.org/
• Marketing Trust and AM Impact Funding Initiative, Academy of Marketing, https://academyofmarketing.org/marketing-trust-and-am-impact-funding-initiative/
• Research Funding Recipients, Academy of Marketing, https://academyofmarketing.org/research-funding-recipients/
• The Marketing Trust profile, Work for Good, https://workforgood.co.uk/charities/the-marketing-trust/
• Trustee information, The Chartered Institute of Marketing Charitable Trust, Charity Commission, https://register-of-charities.charitycommission.gov.uk/charity-search/-/charity-details/277805/trustees