78% of people say the cost of living crisis is impacting mental health – worse for those with existing mental health problems. Kind²Mind is designed for charities improving mental health as part of their work.

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 completing the information for the project charities are seeking to raise funds for. 

Stage 2: 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. The total amount of Champion funding allocated to a charity makes up their match funding pot for the campaign.

Stage 3: Marketing
Big Give provides a free suite of resources to help support charities to maximise the opportunity and market the campaign.

Stage 4: Campaign
All donations to participating charities are doubled. The Champion funds are used to match online donations. Any donations raised over the overall target count as extra, unmatched, unrestricted donations to a charity’s campaign. 

Stage 5: Post-Campaign
Learning and impact assessments are sent out, along with Champion reports and charity reporting requirements. 

Kind²Mind follows our 1:1 match funding model 

All public donations made to participating charities via BigGive.org during the week of the campaign (15-22 May 2023) will be matched up to a specific amount.



Eligibility criteria:

  • Be a UK-registered charity with a Charity Commission number or tax-exempt status and an annual income of at least £25,000 (as per last filed accounts).
  • Charities which are registered on BigGive.org (free to register).
  • Charities seeking to raise either £2,500, £5,000 or £10,000 in public donations (to be doubled by the match 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. Please ensure the relevant questions in the ‘Extra Info’ section of the application form are completed.

Sign-up process:

  • Log in or sign up, head to Big Give Campaigns, and click on Apply now for the Mental Health Match Fund



  • Feb 20th: Applications open
  • March 24th: Applications close
  • April 17th: Offer deadline
  • May 15th- 22nd May (midday): Campaign





Sign-up process:

  • Get in touch with Big Give. We’ll send you a Champion commitment form, and once completed, we’ll help you curate your portfolio of charities.


Ready to get started today? Join our community of like-minded changemakers


Who matches donations?

Partners of Big Give, who we call Champions.
A Champion can include high-net-worth individuals, foundations, philanthropists, trusts, statutory bodies, companies and more.


How does online matching work for the public?

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.


Are the funds received during the campaign restricted to the charity’s project?

Funds received during the campaign are restricted to the project the charity has outlined in their application until they hit their target. If a charity receives additional online donations after hitting its target, these funds may be unrestricted.