News

Gift giving record for the Kmart Wishing Tree Appeal
February 2010

With Sefiani’s help, Christmas in 2009 was much brighter for many thousands of Australian families following the success of the Kmart Wishing Tree Appeal. For the past eight years Sefiani has managed the NSW and ACT components of the Australian campaign while also providing national strategic input.

Despite challenging economic conditions, the Appeal recorded its highest donation tally in NSW in its 22-year history, with 93,757 gifts donated across the State. Furthermore, the 345,000 gifts donated by the community across Australia was a 13% increase on the previous record and, combined with corporate donations, this year’s Appeal surpassed the total 2008 tally by 9% with more than 405,000 total gifts donated.

Appeal spokesperson, Major Gary Masters from The Salvation Army said the gift donations went a long way to ensuring families in need didn’t go without  Christmas.

“Without Kmart, and the public’s great support of its Wishing Tree Appeal, Christmas for so many families across the country simply would not have some of the nice touches which most of us take for granted,” Major Masters said.

Sefiani Account Manager Roger Christie was thrilled that so many gifts were donated to the Appeal this year.

“Sefiani has been working alongside the Kmart Wishing Tree Appeal and its charity partners for almost a decade now and it’s been encouraging to see Australians responding to the increased need in the community during these challenging past few years,” Mr Christie said.

The 2009 Appeal also saw the introduction of a Sefiani-driven initiative, the inaugural Kmart Christmas Giving Index, which revealed that two thirds of Australians acknowledged the need to support appeals, charities and welfare groups at Christmas time, while also providing insight into Australian parents’ Christmas gift buying intentions.