I don't understand the phrase "Make the most of your gift to the Foundation by doubling it today" - Usually, "make it to" means "come to somewhere" - so okay, you come to the foundation (and donate it?). But how do you "double it"? You donate $100 and get $200 back? I have no clue what it means.
What does the phrase mean then?
Richard Dawkins tweeted just now The $50,000 matching gift offer expires with the end of the year, but you still have time. Make the most of your gift to the Richard Dawkins Foundation by doubling it today: http://richarddawkins.net/year-end.