A Q&A with Pushpinder Gill, Head of cardfactory Foundation.
The cardfactory Foundation recently concluded the internal round of its Local Community Fund – this time inviting nominations from cardfactory colleagues. Head of the Foundation Pushpinder Gill shares the inspiration behind the initiative, how it works and why it matters…
Why did the cardfactory Foundation create the Local Community Fund and what was it designed to address?
“We created the Local Community Fund because we saw a real gap. There are so many brilliant small charities working at the grassroots level, addressing urgent needs in their communities, but they often struggle with limited resources, recognition and access to funding.
Because they’re not large or well-known, these charities can get overlooked. Through this fund, we’re able to directly support them – not just with financial grants, but with the kind of flexible, unrestricted core funding that really helps them make an immediate difference. They know where the need is and we trust them to allocate the funding in a way that best supports their beneficiaries. It’s about enabling real impact on the ground.”
The fund is split into two rounds. Why was it important to design it that way?
“It was really important for us to take a dual approach. The first is the public round, which we’ve just completed. That’s helped us reach and support 50 charities across the UK, each receiving £5,000 of unrestricted funding, a total of £250,000 going directly into local communities.
Then there’s the colleague round, which is about empowering our cardfactory colleagues. They’re passionate about the places they live and work and many have personal connections to local causes. They know their communities inside out, so giving them the opportunity to nominate a charity through the Local Community Fund not only ensures the funding goes to causes they care deeply about, but also gives them a sense of pride and ownership in the difference we’re making together.
We cover every corner of the UK through this, 38 retail regions, plus three business areas (our Support Centre and Studio, Distribution and Printcraft). It means we can support 41 charities across the country through this round alone. And colleagues are involved every step of the way, right through to the final selection, which is made by our regional managers and representatives.”
Is there more to say about how far the support goes?
“Between the public and internal colleague rounds of the Local Community Fund, we’re supporting just under 100 charities each year. That’s a significant reach. And because the colleague round ensures there’s a grant awarded in every region and business area we operate in, we can confidently say the impact stretches right across the UK – from Northern Ireland to Wales, Scotland, England and the Republic of Ireland.
It also means we’re not leaving any region behind. Even areas with fewer nominations in the public round are guaranteed representation through the colleague round. It’s a really equitable approach and that’s incredibly important to us.”
Have there been any moments or stories so far that have really stayed with you?
“It’s hard to pick just one. The feedback from charities, their beneficiaries and our colleagues has been so moving. One that does stand out is Headway, a charity that supports people affected by brain injury. They sent us a really heartfelt video showing the impact of the funding, from supporting families in crisis to helping individuals at life-changing moments. That really brought it home for me.
But there are so many others. What’s consistent is that we’re helping people during critical life moments and being able to play a part in that is humbling.”
The Foundation has other funding programmes too. How does the Local Community Fund fit in with the bigger picture?
“The Local Community Fund is one of three main funds. We also have the Colleague Match Fund, which doubles the fundraising efforts of our cardfactory colleagues. We turn every pound they raise into two, which really amplifies their personal passion and commitment to the causes they care about.
Then we have the Life Moments Fund, which focuses on larger strategic partnerships. This year, we launched a flagship partnership with Centrepoint to support young people aged 16 to 25 through key moments in their lives.
Together, the three funds form a holistic approach to giving – local community support, major targeted interventions and championing the efforts of our colleagues. And it’s all driven by our purpose: to support people through moments that matter.”
What would you say is at the heart of how the Foundation works?
“Empathy, fairness and trust really guide everything we do. We aim to understand the real needs of individuals and communities. Fairness means we have transparent processes and ensure equitable access, supporting a diverse range of charities in the right way. And trust is about accountability and clear communication. We want our partners and beneficiaries to trust that we’re here to support them, especially during life’s pivotal moments.
One thing I hear a lot from charities is how meaningful it is that our grants are unrestricted. That trust, letting them decide how best to use the funding, goes a long way. They know their work better than anyone.”
Finally, on a personal note, what does leading the Foundation mean to you?
“I feel so honoured and privileged to do this work. I was raised by parents who always said, “Do a job you love,” and I truly love what I do. Being part of an organisation that helps people and communities in a real, tangible way is incredibly fulfilling.
I’ve worked in the charity sector for over two decades, mostly in fundraising, so I’ve seen the challenges charities face up close. Now, being on the other side and giving funding to those charities, it’s amazing to see the impact and know we’ve played a part in that.
It’s not just me, though. Lily, our Foundation Administrator, Ellie, our Fund Manager, and our brilliant Board of Trustees all bring such passion and care to this work.
And for me personally, as a mum of two and a carer, I know what it’s like to rely on community support. That makes this work feel even more personal. I’m just so grateful to be part of something that genuinely makes a difference and to help give charities the support and recognition they deserve.”
