The Reed Foundation

Charity Number: 264728

Annual Expenditure: £2.0M

Geographic Focus: Throughout England And Wales

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Quick Stats

Annual Giving: £2+ million (match funding in major campaigns; £23.4 million unrestricted reserves available)
Success Rate: 98% of eligible charities receive match funding offers (2025 Christmas Challenge)
Decision Time: Typically weeks for campaign outcomes
Grant Range: £25,000+ match funding per campaign; direct grants vary
Geographic Focus: England and Wales (UK-registered charities only)

Contact Details

Website: www.biggive.org.uk

Email: queries@thebiggive.org.uk / hello@biggive.org

Phone: 020 7201 9980

Address: Reed Online Dragon Court, 27-29 Macklin Street, London WC2B 5LX

Registered Charity Number: 264728

Overview

The Reed Foundation (Charity 264728) was established in 1972 and reconstituted in 1985 when Sir Alec Reed donated 18% of the Reed Group to the charity, creating a perpetual funding vehicle. With unrestricted reserves of £23.4 million and principal income from Reed Group dividends, the Foundation has given away tens of millions historically and continues to be one of the UK's most significant philanthropic funders. Rather than accepting direct grant applications, the Foundation channels its philanthropy through The Big Give, the UK's largest match funding platform, which it founded in 2007. The Foundation's strategic approach focuses on creating a “multiplier effect” - leveraging its funding to unlock additional donations from the public and other supporters. Leadership passed to the next generation in 2024, with Sir Alec Reed's daughter Alexandra Chapman becoming Chair, while Sir Alec (now 90 years old) remains deeply involved in the Foundation's strategic direction.

Funding Priorities

Grant Programs

The Reed Foundation distributes funding exclusively through The Big Give's match funding campaigns. Unlike traditional grant programs, charities don't apply directly to the Foundation but instead access match funding through Big Give's platform during designated campaign periods:

Christmas Challenge (Annual)

Flagship campaign running December 2-9 annually
Raised record £44.7 million in 2024 across 1,267 participating charities
Reed Foundation provides match funding (£2+ million in 2024)
Up to £25,000 per charity in matched donations
98% of eligible charities received match funding offers in 2025

Small Charities Challenge (Annual, June)

Launched June 2025 for grassroots organisations with annual incomes below £1 million
Raised £1.8 million with support from Reed Foundation and The Greggs Foundation
Provides targeted funding for smaller organizations traditionally underserved by major funders

Earth Raise (Annual, April)

Environmental focus, seven-day campaign
Supports charities tackling pressing environmental issues

Arts for Impact (Annual)

Supports arts and culture organizations
286 charities raised £2.7 million in 2025 campaign

Women & Girls Campaign (Annual)

Supports female-focused and women-led initiatives
217 charities raised £2.39 million in 2025

Direct Grants (Ad hoc)

£1 million Sir Alec Reed Prize awarded to UK Youth (2024) for innovation in supporting young people experiencing poor mental health to secure and maintain employment
£520,000 distributed to 52 charities through 2024-2025 weekly donation programme
Occasional major grants to organizations aligned with Foundation priorities

Priority Areas

The Foundation supports charities across multiple sectors with particular emphasis on:

International Development - Overseas aid and global poverty relief
Arts, Culture and Heritage - Supporting creative and cultural organizations
Disability Support - Organizations helping people living with disabilities
Education and Training - Educational initiatives and skills development
Health and Mental Wellbeing - Health advancement and mental health support
Addiction and Recovery - Support for substance abuse and addiction services
Women and Girls' Empowerment - Gender equality and women's rights
Youth Development - Young people's services, employment, and mental health
Environmental Conservation - Environmental charities addressing climate and conservation
Poverty Relief - Organizations addressing deprivation and economic hardship

Key Philosophy: The Foundation considers impact above all. As stated in their approach: "If a charity is making a positive difference in the lives of its beneficiaries, that's the type they're interested in.“ They actively seek organisations demonstrating transparency: ”We're interested in organisations that are willing to be open about their successes, as well as the challenges they're facing."

What They Don't Fund

Charities without UK registration
Non-registered organizations
Charities with annual incomes below £25,000 (with limited exceptions for specialized campaigns like Small Charities Challenge)
Projects outside England and Wales
Applications outside the Big Give platform (no direct applications accepted)

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Governance and Leadership

Current Leadership:

Alexandra Chapman - Chair of The Reed Foundation (appointed 2024); Sir Alec Reed's daughter
Sir Alec Reed CBE - Founder, ongoing strategic influence; celebrated 90 years in 2024

Trustees and Governance:

The Foundation is governed by a Board of Trustees with oversight of all grant decisions and strategic direction. All trustees serve on a voluntary basis with no remuneration. The Foundation's assets are held primarily in shares of Reed Group (18% stake), providing stable long-term income through dividends.

Leadership Philosophy:

Sir Alec Reed has been quoted as stating: “I believe that wealthy people have a responsibility to give and the wealthiest 1% need to be more proactive.” This philosophy drives the Foundation's substantial commitment to match funding, which the Foundation uses to encourage broader philanthropic giving across society. The leadership recognizes match funding as a mechanism to amplify impact: “We create grants that create a multiplier effect,” focusing on increasing overall charitable funding while encouraging partnership and collaboration.

Application Process and Timeline

How to Apply

Important: The Reed Foundation does NOT accept direct grant applications. All access to funding is through The Big Give platform.

To access Reed Foundation match funding:

Create a free account at www.biggive.org.uk
Click “Charity login” and select “Not a member” to register
Provide organizational details (name, charity number, website, address)
Add team members to your account

Must be a UK-registered charity
Annual income of at least £25,000 (as per latest filed Charity Commission accounts)
Exceptions made for specialized campaigns (e.g., Small Charities Challenge for charities under £1m income)

Monitor Big Give website for campaign announcements
Submit applications during designated application windows
Each campaign has specific deadlines (typically 6-8 weeks before campaign launch)
Applications assessed by Big Give team

If accepted, you receive ring-fenced match funding from your campaign's Champions (including The Reed Foundation)
Match funding is unlocked through public donations during the campaign week
Your charity page goes live on Big Give platform during campaign

Contact for More Information: hello@biggive.org

Getting on Their Radar

While The Reed Foundation works through Big Give's formal application process, there are specific strategies for organizations seeking to benefit from their funding:

Understand the Match Funding Model: The Foundation prioritizes campaigns where they can amplify public generosity. Charities that can mobilize supporter networks to donate during campaign weeks maximize their appeal.

Leverage Big Give's “Orphan” Strategy: According to recent Foundation statements, The Reed Foundation specifically "tries to pick up the orphans that other Champions haven't chosen on Big Give campaigns." This means organizations that may not appeal to other match funders can find support through the Reed Foundation.

Demonstrate Impact and Transparency: The Foundation seeks organizations demonstrating measurable positive outcomes and willing to be transparent about both successes and challenges. Clear impact metrics and honest reporting significantly strengthen positioning.

Target Aligned Campaigns: Submit applications to Big Give campaigns that align with the Foundation's stated priorities (international development, arts, disability, education, mental health, etc.) for strongest positioning.

Network at Big Give Events: The Big Give hosts webinars and networking events for charities and donors. Participating demonstrates engagement and may increase visibility to match funders.

Decision Timeline

Campaign Applications: Open for 6-8 weeks before campaign launch
Selection Decision: Big Give notifies accepted charities 2-4 weeks before campaign starts
Campaign Period: Typically 7 days (e.g., Christmas Challenge runs December 2-9)
Fund Release: Match funding released after campaign concludes, typically within 2-4 weeks
Total Timeline: From application to funding receipt: approximately 3-4 months

Success Rates

98% of eligible charities received match funding offers for Christmas Challenge 2025 (up from 83% in 2023)
74% of Big Give charity partners report receiving more donations through match funding than any comparable fundraising
88% of charities report that Big Give campaigns have been instrumental in developing relationships with new supporters
2024 Christmas Challenge: 1,267 charities participated, raising £44.7 million total

Reapplication Policy

Charities can reapply to Big Give campaigns in subsequent years. The Foundation's approach suggests organizations should reapply, particularly noting their strategy to “pick up the orphans” - meaning unsuccessful applicants in one year may find support in future campaigns, especially if they've improved their impact profile or are targeting campaigns with different Champion funders.

Application Success Factors

Key Insights from Reed Foundation Approach:

Emphasize Public Fundraising Potential: Because the Reed Foundation uses match funding to amplify public generosity, charities must demonstrate ability to mobilize supporter networks. Organizations with established donor bases or strong community connections have stronger applications.

Show Measurable Impact: The Foundation explicitly states focus on “charities making a positive difference in the lives of its beneficiaries.” Applications should quantify impact with specific outcomes, beneficiary numbers, and evidence of effectiveness.

Transparency About Challenges: Unlike funders seeking only success stories, the Reed Foundation seeks organizations "willing to be open about their successes, as well as the challenges they're facing." Use applications to honestly address barriers and learning points, not just achievements.

Target Smaller Charities: The Foundation actively identifies smaller charities underserved by other funders. Organizations with annual incomes under £1 million should particularly target the Small Charities Challenge where they face less competition.

Align with Stated Priorities: The Foundation supports diverse sectors but has particular emphasis on international development, arts, disability, education, mental health, and women's empowerment. Clearer alignment with these areas strengthens applications.

Highlight Collaboration and Partnership: The Foundation values “grants that create a multiplier effect.” Organizations demonstrating partnership with other funders, collaborative approaches, or ability to attract additional funding strengthen positioning.

Demonstrate Cost Effectiveness: With significant unrestricted reserves, the Foundation can fund various initiatives, but emphasizing efficient use of funds and sustainability planning appeals to their strategic mindset.

Don't Apply Directly: Organizations sometimes attempt to approach the Foundation with direct applications. All funding flows through Big Give; direct contact seeking grants outside this process is counterproductive.

Key Takeaways for Grant Writers

Match Funding Only: The Reed Foundation does NOT accept direct grant applications. All funding is accessed through The Big Give platform's match funding campaigns. This is fundamental to their model and non-negotiable.

High Success Rate: With 98% of eligible charities receiving match funding offers in recent campaigns, the process is inclusive. Eligibility (UK registration + £25,000+ income) matters more than competitive selection.

Build Your Support Base: Success depends on public donations during campaign weeks. Organizations with engaged supporters and fundraising capacity benefit most from this model.

Multiple Annual Opportunities: The Foundation participates in at least 5-6 different Big Give campaigns annually (Christmas Challenge, Small Charities Challenge, Earth Raise, Arts for Impact, Women & Girls, others). Organizations rejected from one campaign can reapply to better-aligned campaigns.

Transparency Wins: Unlike traditional funders, the Reed Foundation explicitly values organizations willing to discuss challenges alongside successes. Honest, reflective applications demonstrate maturity and self-awareness.

Smaller Organizations Prioritized: The Foundation explicitly “picks up the orphans” other match funders overlook. Smaller charities and those outside mainstream sectors may find particular receptivity here.

Significant Scale: With £23.4 million in unrestricted reserves and participation in campaigns raising tens of millions annually, this represents substantial funding for UK charities that access it strategically.