Gem Radio’s ‘Cash for Kids’ charity is asking Derby County supporters to embrace the gift of giving this Christmas, by taking part in ‘Mission Christmas’ – a scheme to donate an extra present for the children who would otherwise be waking up with nothing on Christmas Day this year.

For many, Christmas is a time to eat, drink and be merry! Decorating the tree, visiting loved ones and opening hand-picked gifts on the big day without a worry in the world. However, for thousands of families across the East Midlands, Christmas is simply a luxury they just can’t afford.

Poverty is closer to home than we think. Nearly 150,000 children in the East Midlands are living in poverty, meaning in an average classroom of 30 children, seven are likely to be affected.

Cash for Kids’ ‘Mission Christmas’ campaign hopes to brighten up the festive season for local children who don’t often get to experience the joy that Father Christmas brings.

Last year, ‘Mission Christmas’ gifted 4,002 disadvantaged children across the East Midlands with presents of all varieties, but Cash for Kids is aiming even higher this December and needs your help to make it happen.

So how can you take part in ‘Mission Christmas?’ Simply take your brand-new unwrapped gift donation to Rammie & Ewie’s Play Pen, opposite the DCFCMegastore, at the last home game at Pride Park Stadium before Christmas against Millwall on Saturday 14th December (3pm kick-off). It’s as easy as that!

Gem’s Cash for Kids elves will be there spreading the festive joy and collecting your donations.

From there, Cash for Kids works closely with local social services, councils, women’s aid groups, financial inclusion partnerships, police & fire services, youth groups and local foodbanks to ensure that all gifts go to those most in need.

John Stratton, Regional Charity Manager for Cash for Kids in the Midlands, comments: "In the three years that ‘Mission Christmas’ has been running, we've seen a big increase in people helping to provide gifts for disadvantaged local children. To see the difference to families and the staff who work with them is so rewarding – being able to help improve their lives at such a magical time, is the real meaning of Christmas. Please help if you can."

Find out how you can donate or fundraise to Mission Christmas at