 The Big Give was founded by James's father Sir Alec Reed in 2007 and has helped to raise over £129m for UK-registered charities.During the COVID-19 pandemic Reed re-launched the "Keep Britain Working" campaign, originally launched after the 2008 financial crisis.Alongside Lord Sugar, Lord Bamford, Luke Johnson, James Timpson and others, Reed called upon CEOs to protect jobs by sacrificing management salaries and company profits; he also warned of a possible "...tsunami of job losses" after the UK government's furloughing scheme ended.