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Christmas tree and background lights

The magic of a letter from Santa

  • 02 December 2020
  • Digital Marketing

Do you still believe in Father Christmas? 

At Kin + Carta, we’re helping to keep the magic of the festive season alive in our work with the NSPCC and the much loved ‘A Letter From Santa’ campaign.

The idea is simple. Parents, grandparents, friends and family can build a personalised Letter from Santa for the little ones in their lives. A suggested donation of £5 per letter means the NSPCC can support children who need it most this Christmas and provide vital services like Childline, which is often the only place some young people can turn to during the holidays.

Small beginnings

Letter From Santa had humble origins as a small-scale initiative run by community fundraisers in 2001. It  has since grown to become an NSPCC flagship appeal with over 2.88 million letters sent to children since its inception.

Whilst the platform only runs for three months every winter, the campaign is a vital stream of revenue in donations for the NSPCC’s overall strategic goals. It’s NSPCC’s biggest fundraiser at Christmas and has been made even more important in a year when other income streams have been cancelled or postponed.

In 2020, the initiative matters more than ever to families for whom Christmas is likely to be very different. The coronavirus pandemic means some may miss spending Christmas together with their loved ones and the Letter can be one way of bringing people together.. 

Christmas tree and background lights

Optimising the magic

This is a project our people love to work on and the fifth time Kin + Carta have managed the site. Every year, we capture insights for the NSPCC to continually review and improve the way things are done with a view to enhance the performance and usability. In turn, we then provide tangible design and build recommendations so NSPCC can optimise for their yearly launch.

Our aim in 2020 was to improve the number of successful orders by encouraging repeat users of the platform and attracting new ones. The back-end of the platform has been made more efficient, as has the CRM interaction to help reduce the stretch on NSPCC’s overheads. SEO has been enhanced through improved load speeds. We’ve also looked to raise the average gift given through changes to the user journey.

Create your own letter

It’s not too late to create your own letter and watch your children’s eyes light up when they receive the personalised message in the post and see that Santa knows exactly what they want this Christmas.

There are eight brand new festive designs and themes this year including ‘Baby’s First Christmas’, ‘The Elf Cup Final’ and ‘Santa’s Toy Workshop’. You can tailor the latter with your child’s name, age, hobbies and achievements, and even a special personal message. The letters are age appropriate, with shorter text that is easier to read for younger children and longer letters for more advanced readers. Letters are also available in both English and Welsh.

> You can craft your letter (suggested £5 donation) here. 

We take great pleasure in being able to be a part of the Letter from Santa initiative and are excited to see the impact made from the features we’ve collaboratively developed to encourage campaign engagement. Sometimes work is just magic.

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