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

- Link: https://fundraising.co.uk/2002/11/05/digital-marketers-combine-promote-039toys-children039-christmas/
- Published: 2002-11-05T00:00:00+00:00
- Author: Howard Lake

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 www.toysforchildren.org.

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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.

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