The Childhood Trust

Pro-bono bespoke ecommerce platform that helped support The Childhood Trust's annual Christmas Tree Appeal with the Metropolitan Police.

The Childhood Trust is a registered charity that is dedicated to alleviating the impact of poverty on children in London. 

JBi Digital has been long term digital partners with The Childhood Trust since 2020, having designed and built their award winning website for them in 2020.

MET Christmas Tree Appeal Homepage
MET Christmas Tree Appeal Homepage
Desktop & mobile friendly homepage

Bespoke ecommerce campaign website

The Childhood Trust needed a bespoke ecommerce platform to support their annual Christmas Tree Appeal with the Metropolitan Police.

The Childhood Trust partners with the Metropolitan Police every Christmas to encourage people to donate presents online for vulnerable and disadvantaged children in the care system across London.

The campaign has grown significantly year-on-year and was beginning to outgrow its templated Givergy platform, so The Childhood Trust approached JBi ahead of Christmas 2022 to develop a bespoke ecommerce campaign website on Shopify. 

We had only three weeks to build the website, so time was of the essence! We launched straight into requirement gathering and stakeholder engagements in order to understand the client’s priorities and agree upon an approach. JBi worked on a pro-bono basis to design an intuitive website that was reflective of the Childhood Trust’s brand and values, implementing custom functionality that would improve key user journeys and ease of donations. 

“Building a first class bespoke shopify site in 3 weeks wasn’t easy but JBi did so with enthusiasm and skill. It has transformed our digital engagement, enabling us to provide presents for approximately 20,000 children in 2023.”

Laurence Guinness, Chief Executive of The Childhood Trust


  • £68,00 raised in 2023
  • 20,000 children provided with presents
  •  36,000+ books were donated
Give a Gift Feature
Featured 'Give a Gift' CTA's with imagery
Users could navigate to a gift seamlessly and donate

Customised features & functionalities to raise more money

The Childhood Trust were looking for a streamlined and user friendly experience to maximise donations.

It was clear the existing platform offered limited interactivity for users and we wanted to change that. 

With a separate CMS, we had the flexibility to design & develop tailored features that were more likely to resonate with The Childhood Trust’s audience. 

The Childhood Trust decided Shopify was the perfect CMS for the requirement and enabled us to build the site with a smooth journey and all necessary features & functionalities within the timeline. 

In addition to a simple and seamless donation journey, we developed a live total donations tracker that would increase instantly after a donation, showcasing the ongoing success of the campaign.

MailChimp was integrated to tailor the experiences for donors. Once donated, users receive a confirmation email and an invitation to involve themselves with the charity’s wider community and subscribe to the newsletter. 

“The custom functionality that JBi developed will really help us to ensure that children in the care system receive presents this Christmas.”

Laurence Guinness, Chief Executive of The Childhood Trust

Desktop & Mobile page view
Live Fundraising Tracker
A live tracker of the total value raised was integrated to showcase the outstanding growth in donations

Our ongoing collaboration with The Childhood trust

We love working with The Childhood Trust and continue to work closely with them across various campaigns & support related tasks.

“As a small charity it would be impossible to achieve the level of digital excellence that JBi have delivered. Their support has transformed our digital engagement and has played a key role in supporting our rapid and ongoing growth. Thank you JBI!”

Laurence Guinness, Chief Executive of The Childhood Trust

Read about how we designed a state of the art website for The Childhood Trust in 2021 HERE

Or, take a look at some of our other Christmas work we do each year as part of their Letter to Santa Campaign HERE.

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