New Zealand children’s brand Jamie Kay will donate 100% of revenue from three selected products in a one‑day campaign aiming to raise $100,000 and add to six years of fundraising for families affected by childhood cancer.
The fundraiser aims to raise $100,000 in one day, moving Jamie Kay’s six‑year total closer to $1 million for Child Cancer Foundation.
Child Cancer Foundation supports more than 1,700 families annually, receives no direct government funding, and has seen a 56% rise in family support spending over the past year.
The campaign is available exclusively through the Jamie Kay website and uses product sales as the donation vehicle.
# What happened
# Why Jamie Kay is running this campaign Jamie Kay began fundraising for Child Cancer Foundation in 2020. Over six years the brand's community has raised hundreds of thousands of dollars through annual events tied to product sales. The company says the fundraiser has become one of its most meaningful annual initiatives and that customer generosity has driven its growth.
# What the money will fund Child Cancer Foundation provides personalised, one‑to‑one support to every child with cancer and their whānau across Aotearoa. The charity supports more than 1,700 families each year and receives no direct government funding. Over the past year the foundation's family support spending increased by 56%, including:
# The products and pricing
Monica Briggs, CEO of Child Cancer Foundation, framed the fundraiser in human terms, noting weekly cancer diagnoses and the sudden impact on families. Jamie Kay's chief of sales and marketing, Steve Ramsay, described the campaign as an initiative the community now expects each year and thanked customers for their generosity.
# How to participate Purchases of the three selected items on the Jamie Kay website during the campaign window will direct 100% of revenue to Child Cancer Foundation. The campaign launches during Childhood Cancer Awareness Month and is exclusive to Jamie Kay's online store.
# Bottom line The campaign uses a short, product‑driven appeal to convert a loyal customer base into concentrated support for families facing childhood cancer. Given the charity's lack of direct government funding and recent increases in demand for basic financial supports, the funds raised will pay for both immediate essentials and longer‑term family services.
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Most campaigns run blind to every other campaign hitting the same customer. Campaign Agent arbitrates across all of them, in real time, in the customer's favor.
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