Toybox are a small, evangelical charity who do incredible, fearless work for street children in Latin America. I’ve worked with them directly for over a decade as a consultant and creative.
(reference to the DRTV ad on its way)
(latest mailpacks to be included too)
The radio appeal featured here for birth registration was the most successful of the 52 charity appeals BBC Radio 4 ran in the whole of 2016. It was read by Communard vicar, Rev. Richard Coles and brought the charity to the attention of several new donors while raising £61,154.
It is based on a recruitment letter that has transformed the charity’s income in the past decade (I’ve enclosed the press insert version here). In total, in its various forms, raised £1,031,822 to help register street children between 2014-19. The insert version has an ROI of more than 1:1
Also included is their 2020 Easter Appeal. Here, we offered donors a mini-catalogue of gifts that they could buy for street children. The plan was that donors, once engaged, would buy more than one gift (perhaps all of them) to help increase the average gift – something vital for a charity with a relatively small donor base.
The pack beat this target by more than 300% – raising £110,000 in total with a much higher average gift than projected, with many donors electing to buy all the itemised gifts for children.
The following year, this approach improved on these results even further, raising more than £150,000.
Agency : Rogue Creative