07:00, 11 December 2025
Words by Cheyanne Bryan, Editorial and Campaign Marketing Executive, London
The Big Give has become one of the most influential forces in UK philanthropy – a digital platform that brings donors and charities together and doubles the impact of public generosity through match funding. Since its launch in 2007, the platform has raised almost £370 million for more than 20,000+ charity projects, making it a cornerstone of modern charitable giving in Britain.
At the heart of this remarkable movement was Sir Alec Reed CBE – entrepreneur, philanthropist, and the founder of both Reed Recruitment and the Reed Foundation. His passing earlier this month marks the loss of one of the UK’s great champions of generosity.
It’s only right we cover what an incredibly charitable role model he was.
Sir Alec Reed founded the Big Give on a beautifully simple belief: that business and charity can and should amplify one another.
He often said that “without business, there would be no charity — and without charity, what’s the point of business?”
It was this conviction that led him to establish the Reed Foundation, and later Big Give, to ensure that wealth could be channelled into impactful, accessible philanthropy.
His model of match-funded giving revolutionised the sector. By multiplying each pound donated, he empowered ordinary donors to create extraordinary change. Today, that vision lives on through Big Give’s flagship campaigns, which continue to break fundraising records year after year.
We extend our deepest condolences to his family, friends, and colleagues. His legacy is woven into every project funded, every donation doubled, and every life changed.
Sir Alec’s final legacy continues through Big Give’s Christmas Challenge 2025, which launched on Giving Tuesday. The UK’s largest public fundraising campaign ran from midday on 2 December to midday on 9 December, bringing together a record 1,589 participating charities.
This year’s campaign features:
Their campaign film is nothing short of inspiring which you can watch below:
In 2024, the Christmas Challenge raised £44.7 million, making it the UK’s biggest public fundraiser, surpassing Children in Need and Comic Relief. With even stronger backing this year including match funding from the Reed Foundation, The Childhood Trust, the AKO Foundation, the Julia Rausing Trust and many others — 2025 is set to be another milestone year.
James Reed, Chair of Big Give Trustees and son of Sir Alec Reed,, describes match funding as “a simple idea, but a brilliant one,” and urges the public to “multiply your generosity” by giving while donations are doubled.
As of their website on 10th December 2025, the Christmas Challenge has raised over £57.4 million!
The Christmas Challenge, as well as the other work Big Give does throughout the year, stands as a testament to Sir Alec Reed’s life work: a vision of collective generosity, business-led philanthropy, and the incredible things that can happen when people are given the chance to double their impact.
At a time when charities face rising demand and economic pressures, Big Give provides a vital lifeline, and a powerful way for the public to help.
To honour Sir Alec Reed’s legacy, consider making a donation during this year’s campaign. It is, fittingly, an opportunity to do precisely what he dedicated his life to enabling: making generosity go further.
At Smiley Movement, we like to elevate the work of charities across the world. Here are three charities whose causes align with the themes in this article.
CAF – Charities Aid Foundation. The UK-based charity helps donors, companies and charities maximise their impact by providing charitable funds, philanthropy advice and grant-making services. Learn more here.
Giving Tuesday. This global generosity movement that encourages people to give, collaborate and celebrate kindness. Its annual campaigns mobilise millions of donors and thousands of charities. Discover their work here.
GlobalGiving. The world’s largest crowdfunding platform for nonprofits, connecting donors with grassroots projects in more than 175 countries. Find out more here.
This positive news article article aligns with the UN SDG Partnerships For The Goals.
