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Digital marketers combine to promote 'Toys for Children' at Christmas

Digital marketers combine to promote 'Toys for Children' at Christmas

Digital marketing firm Frontwire, Internet broadcasting company FlyOnTheWall, and greetings card company Moonpig have joined forces to create an integrated marketing campaign for the charity Toys for Children.

This week a personalised HTML e-mail will be used for a peer-to-peer promotion by committee members of the charity that delivers new toys to UK children in safe houses and refuges in time for Christmas and is supported by Toys ‘R’ Us.

Toys for Children launched last year and collected over 600 toys for London-based children. This year the target is 1,000 toys, to be distributed nationwide. The key fundraising and toy collection mechanism is a party, themed ‘Naughty but Nice!’ which takes place on 4 December at the Fifteen05 Club in the City of London.

The first element of the campaign is the “Spread the Word” marketing e-mail, created by digital marketing specialists Frontwire. Frontwire is sending each e-mail as a personal invitation from each Toys for Children committee member to the contacts they have provided. The e-mail encourages recipients to find out more, view the promotional video, buy tickets for the event and make donations to the charity. Each of these options are replicated on the Web site at

A short promotional video clip, produced by Internet broadcasting company FlyOnTheWall, will be available in the e-mail and on the Web site telling recipients all about how supporting the campaign benefits the children. To maximise access FlyOnTheWall has made the video compatible with all three main media player formats, with two file sizes in each to accommodate broadband and analogue connections.

Finally, once people have purchased their tickets they will receive a personalised invitation through the post co-ordinated by Moonpig, the Web-enabled personalised greetings card company.

Justin Anderson, Managing Director of Frontwire said: “The full value of digital marketing has yet to be realised in the not-for-profit sector as a whole. But this campaign demonstrates the flexibility of the medium to make a genuinely personal appeal. By configuring the e-mails to be sent as personal invitations to known contacts we are expecting an impressive response.”

Jason Gleave, Chief Executive of FlyOnTheWall, who is also a founder of Toys for Children added: “streaming media is one of the most effective forms of communication for the not-for-profit sector. We are delighted to be able to help Toys for Children by combining the effectiveness of video with the capability of the Internet as a broadcast medium to create this additional element to the overall campaign.”

Nick Jenkins, CEO of Moonpig, said: “Collecting the ticket orders online enables us to merge that data directly into a personalised printed ticket that fits well with the theme of fun and toys.”

The promotional e-mail was sent on 1 November 2002 to those elected by the Toys For Children Committee.

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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