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August. The month of sunburn, out-of-office replies… and pledge deadlines.

It might not feel like the time to talk Christmas, but Big Give’s Christmas Challenge is right around the corner, and that means now’s the time to rally your supporters and secure those all-important pledgers.

The deadline to confirm your pledges is Friday, 29th August 2025, so whether you’re halfway through your pledge conversations or haven’t quite started yet (we won’t judge), we’ve got your back.

Here are our top tips to help you secure pledges with confidence and maybe even enjoy it along the way.

First, a quick refresher: What’s a Pledger?

To take part in the Christmas Challenge, you need to raise a portion of your match funding pot from Pledgers, supporters who commit to making a donation after the campaign finishes. Their pledged funds are used to double online donations made during campaign week (2nd–9th December 2025).

If you raise a minimum of £1,000 in pledges, you’re eligible to be matched with one of Big Give’s Champion partners. They can give you up to the same amount your pledgers commit, boosting your match pot and potentially quadrupling your impact. Lovely stuff.

Your pledgers can be anyone in your network, including trustees, long-time donors, trusts and foundations, corporate partners, or even that dedicated volunteer who has been with you since 2007.

Tip 1: Start close to home

Your warmest supporters are your best bet. You know the ones:

These individuals already believe in your mission. Asking them to be a pledger isn’t about twisting their arm, it’s about offering them a front-row seat to your biggest fundraising moment of the year.

Example approach: “Hi X, as someone who’s supported our work for years, we’d love to invite you to help us kickstart our Christmas Challenge campaign by becoming a pledger. The Christmas Challenge is the UK’s biggest online match funding campaign. Your pledge will be used to double donations during the campaign week, helping to inspire others to give generously.”

Tip 2: Be clear, not cryptic

Pledging may sound complicated at first, but it’s easy when you break it down:

This isn’t just a donation; frame it as a meaningful opportunity to inspire others and create momentum. Don’t confuse supporters with the fine print (that’s for you to handle behind the scenes). As long as you know the process, you can confidently answer any follow-up questions.

Example approach: “By pledging today, your gift will help us double every donation made by the public during the campaign! We’re aiming to raise £[XXXX] to support [our work in/on] [short cause statement]. Your pledge will help inspire others to give and could even be matched again by a Big Give Champion, meaning your support goes even further.”

Tip 3: Make it personal (and timely)

Mass emails are great for updates, but not so much for pledger asks. This is the moment for personalised outreach: a quick phone call, a tailored message, or a coffee catch-up (iced latte, anyone?). Your pledgers will appreciate the extra effort.

Yes, August is holiday season, but it’s also the perfect time to get pledges confirmed before September hits and inboxes get noisy again.

You’re offering them the chance to be part of something exciting and high-impact. A little urgency, paired with warmth and clarity, goes a long way.

Example approach: “Hi XX, I know you’ve always loved our work supporting [young people], and I wanted to ask if you’d consider becoming a pledger for our Christmas Challenge campaign. I’d love to chat it through properly – can I give you a call this week?”

Tip 4: Recognition – if they want it

Some pledgers love a shoutout. Others prefer to stay behind the scenes. Either way, offer a few light-touch options:

Think of it as the cherry on the Christmas pudding. Pledging is a meaningful act, and thoughtful appreciation helps build long-term trust and loyalty.

Example approach: “If you’d be happy to be recognised, we’d love to feature your name on our campaign page as one of our core match funders. We’ll also make sure you get a personal update on the impact of your gift after the campaign.”

Tip 5: Use the tools at your fingertips

You don’t have to do this alone. Big Give offers plenty of resources to make your life easier. You can:

Be ready to answer common questions like:

Example approach: “I know this is a bit different to a typical donation, so I’ve attached a short summary that explains how pledging works and what your support would mean for our campaign. If you have any questions, I can talk you through the process, or I can point you to Big Give’s quick explainer video.”

Tip 6: Think outside the box (and make match funding the star of your ask)

As fundraisers, we’re used to asking the bold questions (ahem, “please give us money”). Asking for pledges is no different and the power of match funding is a brilliant incentive.

Supporters love knowing that whatever they give, their donation will go even further. Just because they’re helping to provide the match funding doesn’t mean they’re missing out, it just means they get to see the magic from the other side. You can position them as the spark that ignites generosity across your whole supporter base.

So don’t hold back. Go out to that local business you’ve been meaning to approach. Reignite that donor who hasn’t given in a while but still opens your emails. And don’t forget – this doesn’t need to be a one-person mission. Your trustees and colleagues can help with outreach too.

Final word: you’ve got this!

Securing pledges might feel like just another task on your to-do list, but it’s actually one of the most strategic and relationship-building parts of your Christmas Challenge campaign.

It gives your biggest supporters a unique way to back your mission, sets your campaign up for success, and lays the groundwork for strong, long-term partnerships.

So go forth and ask! You might be surprised by how many people say yes when they realise they can double their impact.

Need more help? We’re always here to support you: biggive.org/support

Big Give is the UK’s #1 match funding platform. We match donations to multiply generosity and create a lasting impact in the world. Big Give has raised over £350m for thousands of great causes through the power of match funding. Find out more.