Facebook will be match-funding donations made on its platform on #givingtuesday up to a maximum of £200,000.
The social media organisation made the announcement in a video on its website ahead of the annual charity event on 28 November, adding that it would match up to £400 per fundraiser and £10,000 per charity.
Now in its fourth year in the UK, #givingtuesday is coordinated by the Charities Aid Foundation "as a global day of action aimed at getting people thinking about others during Christmas". CAF said that 4.5 million people took part in 2016, with 1,638 charities and businesses also getting involved, up from 1,400 the previous year. More than 1,900 have signed up for this year.
It has also offered a £100 bonus for #givingtuesday to organisations that open CAF accounts by 30 November 2017.
As well as Facebook, CAF’s partners for 2017 include RBS, Thomson Reuters, BT, Mastercard and Paypal.