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Big Give's Record-Breaking £44M Christmas Challenge Success
  • Partner: Big Give
  • Cause: Philanthropy & Impact Investing
  • Location: UK

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  • Marketing, PR & Social Media
  • Purpose Advertising & Campaigns

For the second year running, we teamed up with Big Give to create a game-changing campaign for their Christmas Challenge. In just one week (December 3-10, 2024), we helped raise a record-breaking £44 million—surpassing Comic Relief and Children in Need to become the UK’s largest fundraising campaign of the year.

Our innovative approach focused on the impact of matched giving, with dynamic visuals across digital platforms and eye-catching outdoor displays in London, capturing the attention and generosity of audiences nationwide.

£44.7 million raised in one wek
making it the largest public fundraising campaign of 2024
116,000+ donations received
a massive 25% increase on 2023 from across the country
35% YoY increase in giving
bucking the trend of the decline in UK giving

The challenge

Big Give faced the challenge of cutting through the noise in the crowded Christmas charity space while surpassing last year’s impressive £33 million total. The goal was to create a campaign that not only grabbed attention but also clearly communicated the power of matched giving. We needed to engage a diverse audience across digital and physical spaces, driving action within a critical one-week window.

The ultimate goal?

To maximise donations and support over 1,000 charities across the UK, each tackling a range of important causes.

 

 

The solution

We launched a creative campaign visualising the concept of doubling through iconic Christmas symbols. A hero video featuring celebrity cameos and public opinions captured the festive spirit and core message. Deployed across Meta, X, TikTok, YouTube, and outdoor displays in London, the campaign maximised visibility and engagement.

By multiplying familiar Christmas imagery, we made the concept of doubling both tangible and appealing while emphasising the urgency of matching donations. The result was a record-breaking fundraising total, surpassing the previous year’s success (as well as other major UK charity events)

check out the campaign!
Harnessing Mass Appeal to Unite Supporters

 

By shining a light on 1,267 participating charities from all walks of life, we didn’t just attract donors — we brought together a community. From mental health advocates to environmental warriors, the campaign tapped into passions across the board, making giving personal and impactful.

Creating Urgency = Quick Action
A sense of urgency was at the heart of the campaign, and it worked wonders. The Christmas Challenge's one-week window ignited a flurry of donations, with over 116,000 supporters rushing to give. It’s proof that when people know time is running out, they step up.
Match Funding and Doubling Down on Impact

Even in tough times, match funding proved to be a game-changer. With £44 million raised, the campaign showed that when donations are doubled, so is the generosity. Donors were eager to give, knowing their contributions would go even further in a world that needed it more than ever.

Giving Big Names a Run for Their Money
The numbers speak for themselves — year after year, the campaign has grown stronger, building trust and recognition with supporters. Having raised £44.7 million, Big Give now standing shoulder to shoulder with the big names like Comic Relief and Save the Children, proving that when you combine a compelling cause with a proven track record, success follows.
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