BEST PIVOT CAMPAIGN OR INITIATIVE The Smith Family

Team

Karina Yewdall

Claire Nicholson

Tim Halliburton

The Smith Family’s Toy & Book Appeal

2021

Funraisin FINALIST

The Smith Family was founded at Christmas in 1922 so Christmas is an important part of its heritage. Each year gifts are given to disadvantaged families. It’s also a key giving and volunteering opportunity for their supporters. In 2021, when The Smith Family would usually rely on the public to donate gifts and have volunteers pack and deliver them, the implications of COVID-19 saw a need to pivot the appeal.

The decision was made to implement a digital model of giving so families didn’t miss out however, it needed to be done in a safe way. Each participating family (29,998 kids) was given a digital voucher to purchase gifts for their children.

Working with Funraisin they designed a digital Christmas tree where each fundraiser would see their own tree displayed on their page and a present placed under the tree each time a donation was made. They also delivered digital message writing sessions where volunteers wrote messages to families that would accompany the voucher.

Sponsored by:

The campaign goal was $100,000 which was exceeded, raising $217,801. The cost of offering the vouchers to families was $1M, an increase from the cost of delivery in previous years’ reliance on physical donations. Whilst the majority of funds could be raised through regular Christmas fundraising, this campaign was a new component that allowed the gap from 2021 to be covered.