Making a Wish: Book of ‘Dear Santa’ Letters Raises Money for Local Hospital and Other Charities

When Mark Heller’s daughter was born prematurely and survived against heavy odds, he felt a debt of gratitude to the hospital that saved her life.

To show his appreciation, Mr. Heller, a television writer and producer, compiled a book of children’s letters to Santa Claus, called The Dear Santa Letter Collection, which was published last year and raised $10,000 for the hospital and other charities.

The book was several years in the making. Mr. Heller persuaded the post office to let him pore over thousands of letters and drawings that children had mailed to Santa as long as he agreed not to use the real names or disclose the addresses of any of the youngsters.

Mr. Heller hired illustrators and a designer, who were paid but agreed not to receive royalties. He published the book himself.

The letters range from the funny (“Dear Santa, Don’t go down the chimney this year because we will be using it on Christmas Eve. I don’t want you to burn your . . . you know what.”) to the practical (“Since you live in the tundra can you send me some information on the tundra for a report I have to do for school?”) to the poignant (“Can I have my family be happy on Christmas morning?’’).

Some charities buy the book outright, and some have a consignment agreement so they can return any unsold copies.

The suggested selling price is $13 per book, of which charities can keep $4, says Mr. Heller. In addition, a dollar from the sale of each book is divided among four of Mr. Heller’s favorite charities, including the hospital where his daughter was born. He keeps about $1 per book, and the rest goes to production, marketing, postage, and other costs.

Of the 20,000 copies that were printed, 40 non-profit groups sold a total of about 3,000 copies last year. This year Mr. Heller hopes to increase the number of charities that buy the book.

The Ronald McDonald House in Boise, Idaho, sold the book last year at its annual end-of-the-year bazaar and plans to do so again this year.

“We got such a kick out of it,” says K. C. Shayler, vice-president of the group’s volunteer association. “I haven’t seen anything like it before.”

For more information, contact Mark Heller, Dear Santa Publishing, 11985 Wood Ranch Road, Granada Hills, Cal. 91344; (818) 360-8261; World-Wide Web http://www.dearsanta.org.