The charity behind Rotherham’s Christmas toy appeal has been given the royal seal of approval with the King’s Award for Voluntary Service.

Out of 281 charitable organisations to receive the award in 2024/25, Rotherham Families First is Rotherham’s only recipient of this prestigious honour, which is the equivalent of an MBE for charities.

Only 50 percent of charities that apply are awarded the King’s Award, so it’s a real honour to receive it.

Volunteers were officially presented with their King’s Award on Tuesday 18^th March by His Majesty’s representative for South Yorkshire, the Lord Lieutenant Dame Hilary Chapman.

Dame Hilary commended Rotherham Families First on their uniqueness in providing anonymity to families it supports.

“People in South Yorkshire are proud and find it difficult to ask for help as sadly there is still a stigma attached to it. Rotherham Families First gives things we take for granted – toiletries, bedding, clothing – while maintaining dignity, privacy and respect to those who need help.

“As a nurse, I know how precious and important those fundamental values are. They’re at the heart of what this charity does.”

Rotherham Families First has been supporting vulnerable families in the town since 2019, but its roots go back 30 years. It was started by Ann Levick who had run the Christmas toy appeal, resources and summer holidays initiative for underprivileged families as part of her job in the council’s children’s and young people’s service.

Professional key workers act as a link between those people who are without basics and their requests for items. This might be clothing packs, school uniform, bedding and household items, toys and books, or baby items.

They’re also part of the South Yorkshire Combined Mayoral Authority’s ‘Safer Place to Sleep’ initiative which sees them provide new cots, bedding and Moses baskets.

“I’ve seen the other end of that. Putting your new baby safely to sleep in a new cot is a gift money can’t buy; it’s very profound,” said Dame Hilary.

In 2024, the resources side supported over a thousand families or individuals in Rotherham, while 2,061 children received a gift from the Christmas toy appeal. 

Dame Hilary had a tour of the charity’s unit at Parkgate Shopping to see where donated items are stored and organised ready to be sent out to families – and couldn’t believe the level of work the volunteers put in, down to checking every jigsaw to make sure no pieces are missing.

“One of the most precious gifts is time. The volunteers at Rotherham Families First all give that and should all be very proud,” Dame Hilary said.

The Lord Lieutenant took the time to speak to all of Rotherham Families First’s small team of volunteers. Some help once a week, like Isaac for work experience. And some are Christmas ‘elves’, like youngest volunteer Charlotte, who support the annual toy appeal.

Jennifer Mizon has been involved for 11 years after retiring from the council’s children and young people’s service. She washes all the donated soft toys before they’re given out and writes each Christmas toy appeal gift slip by hand.

“It’s really rewarding seeing all the donations we get at Christmas and throughout the year. People in Rotherham are so generous,” she says.

Billy Smith is another long-standing volunteer who acts as treasurer. As former operations manager at Parkgate Shopping, Billy has been involved in the charity for the last 14 years and was instrumental in securing the unit at no cost when Ann was given two weeks to move out of their former unit in the town centre.

“In the last two years it’s come on no end, but it’s heartbreaking that there’s still a need for it today. We see people who have nothing themselves but still want to help other people in any way they can, especially at Christmas,” he says.

And recognition must go to the woman without whom all this wouldn’t be possible. But Ann says it’s the special people in Rotherham who enable her to keep doing it 30 years on.

“I can’t do it without the volunteers, can’t do it without Parkgate Shopping, and I certainly can’t do it without Rotherham people who come together every year. The local businesses, the churches, the schools, members of the public. They go and they buy something because they don’t want a child to go without on Christmas morning. We are special people in Rotherham. Celebrate it.”

To find out how to donate to Rotherham Families First or become a volunteer, follow them on Facebook or email ann.familiesfirst@gmail.com