We sat down with Alex Day, Director of Big Give, to discuss the powerful role of corporate philanthropy, the upcoming Big Give Christmas Challenge, and why giving back is more important than ever, especially when times are tough.
An introduction to the Big Give Christmas Challenge
Q: For those who may not have come across it before, what is the Big Give Christmas Challenge and how does it work?
A: The Big Give Christmas Challenge is a match-funding campaign. We curate an amazing portfolio of charities that apply to take part, and thanks to the generous support of companies and foundations, we match the donations they receive. For anything the public gives, whether it's £10, £50, or £100, we will double that for the charity.
This all happens over one week. We launch the campaign at 12pm GMT, on Tuesday 2 December 2025, and close it at 12pm GMT on Tuesday 9 December. This year, we have over 1,500 charities taking part, offering an amazing array of organisations. You’ll find large, well-known charities alongside grassroots initiatives that might be happening in your own community that you've never heard of, and everything in between. It's an amazing mix of charities, all of whom are having a significant impact in their communities, across the country, and indeed the world.
Q: Is it at the same time every year?
A: It always launches on the Tuesday after Thanksgiving. There's a big international day of giving called Giving Tuesday, and we always launch our campaign on that day.
Q: What kinds of causes or charities are typically involved, and how do you select who is invited to the challenge?
A: I think that's part of the beauty of the campaign. Unlike other big fundraising moments that focus on a specific cause, the Big Give Christmas Challenge is different. Whatever you're passionate about as a person, we have a high degree of confidence that we will find you a charity you’re keen to support.
We have everything from charities working with tiny babies up to the oldest people in our society. From grassroots community action on your doorstep to national charities working on homelessness, young people, cancer, mental health, or the environment. My personal philosophy is that everyone has a cause that makes them bang their fist on the table and say, "It's not right, there's an injustice here that needs to be solved." I would encourage people to think about what it is they feel needs fixing and how their giving can make a difference. Whatever that cause is, our promise is that we will match that donation, so you can double the impact you have.
Q: What impact has the Christmas Challenge had over the years? Do you have any standout success stories?
A: Last year, the campaign raised £44 million in one week for more than 1,200 charities. The big headline impact is how much money we're able to unlock. The beauty of the Christmas Challenge is that all our charity partners apply and decide to be part of this larger campaign; it's something bigger than themselves.
With over 1,500 charities taking part this year, we expect the campaign to be even bigger. Each of those charities could be doing their own fundraising, but by bringing them together under the banner of the Christmas Challenge, we collectively create a lot more noise. We're often accused of working in silos and not collaborating, but this is an amazing example of how, when we bring things together - companies providing match funding, the charities, the giving public - amazing things can happen. It's a true example of the sum being greater than the individual parts. By doing things together, we're a lot stronger.
Philanthropy in the business world
Q: Why should philanthropy remain a priority for businesses, even when budgets are tight?
A: Giving is proven to be good for people, not just in terms of the end effect it has, but also the effect it has on you as a person. We often think of businesses as separate entities, but businesses are made up of people, and they have a heart because of that. Think about the act of giving on Christmas day or birthdays; that age-old saying "it's much better to give than to receive," holds true. I often feel more joy from seeing the gifts I've bought for my family than I do receiving them. Giving has proven psychological benefits.
As the British public, we are well attuned to giving in moments of need or crisis, from huge overseas disasters to Captain Tom during the pandemic. Businesses are not excluded from that. It's good for our own wellbeing.
Furthermore, there is a lot of evidence that being engaged in your community and being philanthropic as a company has benefits for your bottom line. As our Chairman and CEO, James Reed, outlines in his new book ‘Karma Capitalism’, being a good business is good for business. There's a selfish element to it as well; it's a good thing to do because it's good, but it also helps you be a more successful business.
Q: How can companies balance commercial pressures with social responsibility in a meaningful way?
A: James Reed's book proposes a new model of doing business by "changing the DNA of the business." Reed is structured so that 18% of the business is owned by a charitable foundation - a PhilCo. This means giving is tied to business success. The more successful the business is, the more it's able to give to charity.
This is a great model to replicate because businesses go through cycles. When times are challenging, you may not be able to pay out dividends. But when the business does well, more money is unlocked for charities. It ties your commitment to your business performance. You see this model in incredible companies we're all aware of, like Lego, Rolex, Heineken, Bosch, and Novo Nordisk. These huge brands have succeeded for generations partly because they aren't just thinking about the next quarter's results - they're thinking generationally. Having a charitable foundation baked into their DNA helps give them that longer-term view.
Q: What are some creative, low-cost ways that businesses can contribute to charitable causes?
A: When we think about giving, we often just think about money. While that is important, giving shouldn't be restricted to monetary values. There's also time, products, or services.
I previously worked for a charity that partnered with a tech company. The most transformational thing that happened wasn't the money they gave, but the deployment of their software in our organisation. It drove massive efficiencies and helped us launch innovative projects, even leading to a contract from the United Nations.
Every business can think creatively. Identify an issue you and your employees are passionate about. What is the issue you want to focus on and try to solve? Then, deploy money, yes, but also think about other ways you can give, like your product, service, or time.
Q: Have you seen examples of businesses using philanthropy to strengthen employee engagement or brand loyalty?
A: For sure. Reed is a great example. We have a saying that because 18% of the business is owned by the foundation, one day a week we as employees (co-members) work for charity. That's a really powerful message and a key reason why people feel engaged and motivated, leading to good staff retention.
Another example is Associated British Foods, one of the biggest FTSE companies, which owns brands like Primark. They are 80% owned by a charitable foundation. Evidence shows that people who work there stick around because they like knowing they are helping to generate money for good causes. It's definitely a big part of their culture.
Q: Do you think philanthropy can be a strategic advantage for a business? If so, why?
A: Yes. Employee engagement is a key thing, but it's also about the customers you work with. In an industry where price points are often very close, if you had two options and knew one came from a company with a strong philanthropic ethos, you would most likely choose that one because you know it will have a much bigger impact on society. It can be a competitive advantage not just for attracting talent, but also in attracting customers. There is plenty of evidence to show that businesses that operate in the right way and give back are more successful.
Q: How do you respond to scepticism that corporate giving is just a PR or box-ticking exercise?
A: There are probably examples where that has been the case. But it all comes back to authenticity. Businesses are made up of people who have things they care about. My encouragement to businesses thinking about giving is to engage the people in and around your company to find out what cause unites you.
Often, it's things on our own doorstep. We saw amazing acts of generosity during the pandemic. We've set the precedent and have a track record. Have that conversation with your employees or customers about the issue you all feel passionate about, and rally behind that. When it comes from a place of authenticity, it can never be accused of being a PR exercise.
Q: Have you seen any trends in the last couple of years relating to corporate giving?
A: Overall, businesses are increasing their giving, and the data points to that. Sadly, there are pockets where those who could probably afford it the most are not. If you look at the FTSE 100, for example, over the last 10 years their profits have increased by 49%, but their giving in real terms has decreased by 13%. There's a mismatch there.
However, the overall picture is brighter. Across companies in the UK, the numbers are growing. I think it's because business leaders see the benefits in terms of employee engagement, customer satisfaction, and wellbeing. Opportunities like the Christmas Challenge give companies the chance not just to support financially, but to make double the difference. My encouragement would be to come on to Biggive.org, have a look through the amazing organisations, and find a charity to support. You can have double the impact.
From 12pm (GMT), on Tuesday 2 December 2025 to 12pm (GMT), on Tuesday 9 December 2025, your Christmas donations can be doubled. Whatever your passion, whatever your cause - double the difference this Christmas. Donate via Big Give now.
