The Santa Shoebox Project (SSP), turning 20 this year, is inviting schools and ECDs across the country to apply to become beneficiaries of their 2026 campaign.

SSP was founded in 2006 and for two decades has shared joy and restored dignity by delivering more than 1.35 million personalised shoeboxes – filled with sanitary items, stationery, treats and toys – to underprivileged and socially vulnerable children.

The project also uses donor funding to build and refurbish ECDs in rural areas, install reading corners in urban and rural schools across South Africa, and train teachers and support schools in reaching their early childhood development goals.

Filling the gap in a country marked by inequality

Deb Zelezniak, CEO of SSP, said the project’s work is as important and urgent as ever, considering that six out of 10 children still live below the poverty line.

“The G20 Global Inequality Report highlights a stark divide in educational opportunity: while a child from a wealthy family has a 1-in-2 chance of studying beyond secondary school, those odds drop to 1-in-40 for boys in poverty and a startling 1-in-100 for girls. Early intervention is therefore absolutely critical.”

Zelezniak says their work reaches communities across South Africa, but they pay particular attention to under-resourced rural areas because the need is so great.

ALSO READ: Become a Santa Shoebox volunteer

“We’re seeing a very stark chasm of opportunity. What is particularly concerning is that we have 8.8 million children in rural communities where ECD centres often operate in survival mode without basic infrastructure or educational materials. That’s where we step in and help.”

How to apply to become a SSP beneficiary organisation (applications open on April 7 and close on April 23):

• Register or log in: Visit santashoebox.org.za to create an online profile or log in using existing credentials.

• Complete the form: Go to https://santashoebox.org.za/beneficiaries/ and fill out the online application form in full. Incomplete applications will not be considered, and no changes can be made once submitted.

• Selection process: All applications are assessed against specific criteria. By mid-June, applicants will receive an SMS confirming whether their application was successful.
Selection criteria

• Facilities that can apply include schools and ECD centres, where there are official class rosters that can help identify beneficiary children by name, age and clothing size. Remember, Santa Shoeboxes are personalised for every child to ensure they get the clothing and other items they need.

• The project focuses specifically on pre-school, Grade R, Grade Seven and Grade 11 learners, because these are pivotal ages when children need the items in the box to succeed in the next phase of their education.

• Educational facilities in both urban and rural areas may apply, but facilities in rural areas serving vulnerable children who have not received shoeboxes in the past will be prioritised.

• Each educational facility must be a reliable partner – and able to ensure that each child on the list safely receives their specific, personalised box.

• Beneficiaries need to align with SSP’s values and goals – and should not be receiving similar support from other organisations.

• SSP applications are open to South African beneficiaries. Note that as of this year, Santa Shoeboxes are no longer distributed in Namibia.

“The shoeboxes provide practical necessities many families cannot afford, ensuring children feel seen and valued,” says Zelezniak.

“We look forward to partnering with facilities that share our commitment to uplifting South Africa’s youth in 2026.

“We also invite members of the community in every corner of SA to join us and volunteer – it’s the most magical experience and a chance to be part of our beautiful story.”

ALSO READ: East Randers, Santa Shoebox Project needs you