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The Santa Shoebox Project, which annually organises end-of-year gifts from members of the public for underprivileged children, has grown from 180 Santa Shoeboxes in 2006, to a whopping 1,378,073 gifts collected from 60+ locations by 2025. Along with this growth has come a range of logistical challenges so in 2011 the organisers put SMS to the test to aid communication with its donors.
One of the biggest challenges the Santa Shoebox team faces is ensuring that, after the donors pledge their gift boxes, they deliver them to the right place on the right date. Each donor pledges a gift box to a specific, named child, so any no-shows have to be made up at the last minute or else a child will miss out.
Prior to implementing the SMS system, the Project, saw a shortfall of between 10-30% of the pledged gift boxes. Since that time, thanks to an annual donation of SMS messages by BulkSMS.com, the Project sends SMS reminders to donors in advance of the drop-off, and then sends targeted SMS reminders to the no-shows, anywhere in the country, dramatically reducing the no-show rate.
“The result has been an absolute game changer,” said Lesley Thomas, IT Manager at the Santa Shoebox Project. “Being able to send direct messages to the donors, that are read straight away, considerably decreased the number of no-shows.”
At the first drop off that the SMS notifications were trialled in October 2011, 30% of Johannesburg donors had yet to deliver their gift box. After a targeted SMS reminder was sent to the no shows, this dropped to around 12%. In Cape Town, where the Santa Shoebox Project started and home to the biggest collection points with 31,500 gift boxes pledged in total, the no show rate was reduced from 10% to 6%. And Pietermaritzburg, a new participant in 2011, initially saw only 44% of donors deliver their boxes, and this was increased to 68% after the SMS message went out.
Thomas simply integrated the BulkSMS.com service with her existing email contact lists and was able to immediately target the same groups. “SMS is a stronger direct message than email. They are read immediately which makes a huge difference. The ability to target and personalise the messages according to the location of the drop-off centre made a big difference as well.”
Since 2011 the no-show rate has steadily declined, to reach an all-time low in 2025 of just 2.1% of 76 565 Santa Shoeboxes. “Yet again SMS has proved its worth as a logistical tool. For last minute emergency communications to a group of people, when you need to be sure the message will be received, read immediately and acted upon, SMS is the only choice,” said Pieter Streicher, managing director of BulkSMS.com.
BulkSMS.com’s application-to-person (A2P) messaging service is being used around the world for emergency notifications such as schools being closed for snow days or updates on the spread of diseases. The company also offers non-profit organisations, schools and faith-based organisations SMS messages at cost, to be used for non-commercial purposes. More information can be found here.