How does it work?

Kind²Mind utilises our Multi Model of match funding. Charities improving mental health as part of their work can apply to Big Give and can select either the 1:1 or Pledge Model of match funding. Charities then have their application assessed by Big Give. Successful charities are awarded a sum of match funding which is ring-fenced for their organisation. This match funding is unlocked by public donations given through Big Give’s online fundraising platform during the campaign.

Our 2023 results

Charity Eligibility Criteria

  • UK-registered charity with a Charity Commission, OSCR or NI Charity Commission number, or tax-exempt status
  • Have an annual income of at least £25,000 (as per last filed accounts on the Charity Commission).
  • Charities which are registered on (free to register).
  • Charities seeking to raise:
    • Up to £10,000 in public donations through the 1:1 Model (to be doubled by match funds).
    • Up to £100,000 in public donations through the Pledge Model (to be doubled by match funds). Charities can receive up to £50k in Champion funds.
  • Charities working to improve the mental health of people in the UK.
    We recognise that mental health is a broad topic which can encompass a variety of interventions from prevention, research, treatment, campaigning, raising awareness and more.
  • Applicants must demonstrate the impact of how their work improves the mental health of people in the UK. We are happy to consider applications from:
    • Charities that improve, support or positively impact mental health as part of their core mission (as defined by mental health being part of their charitable objects) can use funds raised through the campaign on an unrestricted basis.
    • Charities that do not have the improvement of mental health in their charitable objects can apply to the fund with a restricted mental health project. Charities applying for a restricted project, in their application, must a) clearly articulate the mental health impact of the project and b) clearly articulate the charity’s previous impact in improving mental health.

Charity Application Process

  • Log in or sign up
  • Once you have access to our charity portal, head to ‘Big Give Campaigns’
  • Click on Apply now for Kind²Mind

2024 Campaign Timeline

  • January 8th: Applications open
  • February 16th: Applications close
  • Feburary 22nd: Pledge Deadline
  • March 22nd: Offer deadline
  • May 14th- 28th (midday): Campaign

Campaign Stage Breakdown


Stage 0: The Raise

Big Give starts to secure match-funding commitments from champions.


Stage 1: Initial application

Big Give markets the opportunity to charities. The application involves charities completing information on their proposed use of funds. As part of Big Give’s multi-model of match funding, charities can select either the 1:1 Model (for up to £10,000 of Champion Funding) or Pledge Model (for up to £50,000 of Champion funding) for their campaign.


Stage 2: Pledge Collection
Charities that select the Pledge Model and complete the application are automatically enrolled on to the next stage, which involves securing Pledgers for the campaign. The deal is whatever a charity raises in pledges, they can receive up to the same amount from our Champions. This combined makes up a charities’ match funding pot. Charities that select the 1:1 Model skip this stage and do not need to collect pledges.


Stage 3: Vetting and Notification
Big Give completes due diligence checks on all applications and passes them on to a panel of experts who will review and assign Champion funding to charity campaigns. For 1:1 Model charities, the Champion funding allocated makes up the total match funding pot. For Pledge Model charities, the combined amount of pledges and Champion funds make up the charities’ match funding pot.

Stage 4: Marketing
Big Give provides a free suite of resources to help support charities to maximise the opportunity and market the campaign.


Stage 5: Campaign
All donations to participating charities are doubled. If applicable, pledge funds are used to match online donations first. When these are exhausted, the Champion funds are used to match online donations. Charities that don’t reach their target still receive any match funds up to the value of online donations received.


Stage 6: Post-Campaign
Learning and impact assessments are sent out, along with Champion reports and charity reporting requirements. Charities that selected the Pledge Model need to secure payment of pledges.

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For interested funders

Champion Sign-up Process

  • Get in touch with Big Give. We’ll send you a Champion commitment form, and once completed, we’ll establish the portfolio of Charities, taking into account your preferences.

Funders, who we call Champions, and Pledgers.
A Champion can include high-net-worth individuals, foundations, philanthropists, trusts, statutory bodies, companies and more. A Pledger can be anyone in the charity’s network. This may include a trustee, foundation, trust, company, volunteer, high-net-worth individual and others.

The public will be told if matching funds are available or not when they donate. When donating, match funds are reserved for 30 minutes to complete the donation. All donations are matched in real-time, and donors can see how much match funding has been allocated to their donation.

Funds received during the campaign are restricted to the information outlined in the application until the charity has hit their target. If a charity receives additional online donations after hitting its target, these funds may be  unrestricted. Charities improving mental health as part of their core mission may use the campaign to raise unrestricted funds as long as it meets the eligibility requirements.

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