Communicorp UK Toy Appeal & Giving Tree

Woman donating to campaign using contactless donation station device

2020: A hybrid donation solution for a multi-site fundraising campaign

The Toy Appeal & Giving Tree is an annual campaign for Communicorp UK’s regional radio stations, in partnership with retail owners LandSec, that usually collects thousands of toys donated by people in shopping centres, prior to Christmas for charities to distribute to disadvantaged children.

However, in 2020, the campaign needed a different approach. With social distancing and sanitisation safety measures in place due to COVID19 , Communicorp wanted to run the campaign, within the limits at the time. 

Usually before Christmas, UK retail spaces are full, however during the peak coronavirus outbreak, people were cautious about visiting indoor spaces, and at this time footfall was drastically reduced. The Toy Appeal typically distributes 10,000 toys to children, so the absence of this would have been felt by charities and the children they support.

Turning to GWD, Kristy John, Station Director, Capital South Wales, set out with her team to add digital giving devices to their pop-up events, running in three separate shopping malls across the UK.

“Due to the health & safety restrictions placed upon us due to the pandemic we had to adapt our traditional donation mechanic for our charity donation initiatives with Landsec. We worked with GWD to offer an additional contactless donation option alongside the traditional toy and gift collection, which proved extremely popular and delivered some fantastic donation’s across each Landsec location.”

– Kristy John, Station Director, Capital South Wales

A bespoke solution was needed. Coordinating with event designers, GWD supplied Donation Stations integrated into display stands, featuring immersive animation to grab attention. 

The complementary graphics and branding added to Donation Station screens further enhanced the display.

In the course of 22 days, the Toy Appeal Donation Stations collected over £20,000 in contactless donations, making it possible for the charities to deliver a total of 5,800 toys to children across the UK, despite being cut short by further restrictions placed on all but essential retail by government.

toy appeal illustration
GWD worked with event designers to ensure the Donation Station hardware fitted seamlessly with the structure of the fundraising display.

Into the future: Continued support through a high impact giving experience

Since their success in 2020, we have continued to support Communicorp with their annual Christmas appeals. They have made a total of £48,500 over three years!

GWD deliver Slim Donation Stations to the chosen shopping centres each year, making sure to provide staff with the support they need to optimise the device and boost engagement. 

Our devices, along with strong branding and an enthusiastic team of volunteers, make the displays hard to miss. Ultimately, encouraging support from passers-by, starting conversations with the public and spreading awareness for their cause. 

A truly experiential giving journey!

Christmas appeal photograph
christmas appeal donation screen

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Ask us for a demo of our Donation Station, or tell us what you want to achieve with your fundraising. We love to talk Gift Aid!

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Slim Donation Station with Attract Loop

Attract Loop

Part of the Donation Station’s key visual design features, the Attract Loop are screensavers purposefully designed to run on a loop. Created by GWD with your input, they use visuals or photography, plus an emotive call to action, to catch the donors interest and lead them towards donation through interactive storytelling.


The entire Donation Station is open to branding, from external display to on-screen logos, photography and your brand look and feel.

Our design support service can adapt visuals and graphics to suit your brand.

Wifi or 4G/5G Data SIM

Where you need it, the Donation Station can be supplied with Data or Wifi connectivity.

If using the device in a remote location or at an event, it’s worth considering the signal strength available – GWD can support you to ensure there’s a smooth running operation on the day.

Safe & Secure

All data is transmitted with full encryption, so you can be sure that all individual donor data is safely used, in accordance with GDPR regulations.

Choice of Donations

Giving choice on where the donor wants their money to be spent empowers them further. The Donation Station asks this question and gives charities freedom to present their causes and activities as separate campaigns.

Gift Aid Up Sell

An integrated Gift Aid function on all Donation Stations helps boost fundraising a further 25%. This tax relief can be claimed from HRMC from any donor that supplies their contact details and makes a declaration, as a UK tax payer. The Donation Station is designed to encourage and secure this additional fundraising income easily, through simple reports that can be downloaded and submitted to HMRC as part of a Gift Aid claim.