Mission Christmas: Midlands charity appeals for vital gift donations as demand surges
Cash for Kids working to support more than 20,000 children ahead of Christmas
Cash for Kids in the Midlands says it is facing an unusually low level of gift donations this December, as the charity works to support thousands of children in the run-up to Christmas.
Charity manager Louise Hampton says the team is working “tirelessly” to meet demand, but shelves at the organisation’s HQ are far barer than expected for this point in the campaign.
“We have just over 20,000 children in the Midlands to collect gifts for,” Louise said. “This campaign takes over our lives completely. We’re a team of four, and we can’t do it on our own.”
Low stock across all age groups
At the charity’s headquarters, bags of toys sit waiting to be completed, with some missing items simply because they haven’t yet arrived.
“There’s nothing on the shelves,” Louise said. “Historically we struggle for donations for nought-to-18 months and ages 12-to-18, but this year even the 3-to-5 age group — normally the one we receive most donations for — is really low. I’ve never seen it like this.”
Photos taken on 3 December show stock levels are particularly low for younger children.
So far, the charity has ensured 7,704 children in the Midlands will receive gifts this Christmas. However, 10,373 more are still waiting — with a further waiting list the team hopes to reach if donations improve.
Volunteers ready — but waiting
Up to 25 volunteers a day support Mission Christmas, helping with picking, packing and moving gifts. But reduced stock means many have little to pack at the moment.
“They’re fabulous,” Louise said. “They’re the movement in this campaign for us. But right now there’s just not enough for them to do.”
Among the donations that have come in are large toy sets, oversized stationery bundles, craft kits and a ‘My Dream Mansion’ playhouse — already packed and ready for a child to open on Christmas morning.
“There is still time”
With less than 20 days to Christmas — and even tighter deadlines for schools and organisations the charity supports — Louise says donations now will make a direct and immediate impact.
“There is absolutely still time,” she said. “You can donate via our Amazon gift list, which comes straight to HQ next day. You can donate cash online so we can buy what we need, or drop a gift off at your local B&M store for our van drivers to collect.”
Louise says the drive behind the campaign remains the same each year: to make sure no child wakes up feeling forgotten on Christmas Day.
“We have never and can never do this on our own,” she said in a message to supporters. “Anything you can do to help us reach people right now would be a huge support.”