For children at risk of abuse and neglect, there’s very little to look forward to at Christmas, so safety and warmth and a hot meal may be the best gift they could receive.
With our client Action for Children, we set out to develop an annual Christmas fundraising campaign that would activate a mass audience. The challenge became making the act of donating feel as personal as possible, while retaining the anonymity of the children. And yet, giving a gift anonymously can be compelling.
The roots of Secret Santa lie in leaving gifts at people's houses, knocking on their doors and then running away. The child you help won’t know who donated but you will know that you made someone happy.
Working with such a small budget, the campaign far exceeded targets. The campaign is now in its third year. In 2019 the campaign raised almost £450,000 from over 19,000 Secret Santas. In 2020 this rose to £1 million.