Toybox enlists Broadsystem for 'text4email' push

Christian charity Toybox has appointed Broadsystem, the multichannel marketing agency, to execute its first 'text4email' campaign to raise awareness of its activities and increase donations.

Posters and leaflets distributed at summer events across the UK, beginning in July, will encourage prospective supporters to text the keyword 'Toybox' followed by their email address to 81222, in order to receive an email containing further information on Toybox's activities with the street children of Latin America, including links to the website.

The initial period will last three months with the chance of being deployed in further donor recruitment and promotional activities later in the year.

Broadsystem was awarded the work without a pitch.

Toybox is a Christian charity committed to providing hope for the most disadvantaged children, young people and their families, principally in Latin America.

Caroline Worboys, chief executive, Broadsystem, said: "This 'text4email' campaign allows potential supporters of Toybox to find out more about the work that the charity does on their terms.

"Marketing activity is often a challenge for charities as they can't be seen to be profligate with donor's money; it is therefore essential that they seek to maximise marketing spend on campaigns of this kind.

"Broadsystem is able to offer a powerful and cost-effective solution to Toybox which will serve to enhance long-term supporter relations; we are delighted to be working with Toybox on this innovative campaign".

Angela Murray, advocacy coordinator, said: "The idea with the campaign is to initiate dialogue with audiences of all ages and engage them with our work in a cost-effective way; we are excited to be pioneering this marketing approach as part of our donor recruitment strategy.".

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