The annual Mumsnet discussion on this (...it's practically a Xmas tradition) is very interesting and I think shows how much people are willing to engage their brains on this stuff, in contrast to the mawkish sentimentalism encouraged by the whole shoe-box aid idea.
I am really encouraged that so many people are taking this up with their schools. It is not, as some posters seem to be interpreting hypocritical atheists being uptight about any mention of Christianity at Xmas, it is that this is dumb as a way of helping people, and dumb as a way of teaching children about why people need help and what kind of help is effective (and in the case of SP dishonest to boot).
The scheme is 'wrapped up' in three layers of cultural messaging that tells people not to question its effectiveness or efficiency. There is the bit about 'it's a gift', there is the bit about 'it's faith driven' and there's the bit about 'it's charity' all of which encourages "aw the ickle puppie dogs" level of thinking, which does no one any favors (not least educationally).
If schools thought about this seriously I don't think they would do itt. And I think aid and poverty deserve serious thinking, not dumbing down to this level.
I hate the lazy idea it spreads that there are children who 'have nothing' and therefore can be helped by sending them a box of whatever takes our fancy. If you want to help someone you should not assume that because they are young and poor they 'have nothing' (....nothing worth learning about..). They have culture, needs, wants, aspirations, institutions, government. Proper charities work to understand this stuff, and why it is not working - and communicate it to donors. It will never be as attractive and fun as sending a 'shoebox of joy' - buy that is because it's not about us, it's about them.
The other lazy and offensive idea in any multicultural school is that children who don't receive gifts at Xmas are to be pittied. There are lots of families that don't give gifts at Xmas - Jewish families, Hindu families, Muslim families, JWs etc... Many will happily take part in xmas traditions at school, but that is different than telling them that there is something wrong if you dont get gifts at Xmas.