Welcome to the September issue of The Giving Connection!

Acting Fast and Responding to Crisis Situations

In a world where crises can strike without warning, the ability to respond quickly is more vital than ever. At MGFC, we’re committed to helping organizations act swiftly when it matters most. This month, we’re focusing on "Acting Fast and Responding to Crisis Situations."

The recent wildfires in Jasper, AB in 2024 serve as a stark reminder of the unpredictable nature of emergencies and the power of community mobilization. Just like the rapid response seen during the Fort McMurray wildfires in 2016, where the Canadian Red Cross’s record-breaking text-to-donate campaign raised over $1.7 million in weeks, these moments highlight the incredible impact of immediate action. Read more about the Fort McMurray fundraiser here.

In this edition, we’ll share strategies for effective crisis response, highlight the lasting impact of donor generosity, and inspire you with stories of resilience. Together, we can continue to turn urgent situations into opportunities for hope and recovery.

Thank you for being part of this vital community.

Responding in Crisis

Emergencies and crisis situations aren’t always large-scale national events. Charities often face their own urgent challenges, from unexpected shortages to incidents like the Nova Scotia SPCA being robbed. Whether it’s a supply crisis or a sudden event, the ability to respond quickly is crucial. During the pandemic, many organizations experienced unforeseen emergencies, underscoring the importance of being prepared to act swiftly.

Having a text-to-donate keyword ready and available is an effective way to scale up promotions quickly and easily when a crisis hits. By having this tool on the shelf, your organization can future-proof its fundraising efforts and respond instantly when the unexpected occurs. Text-to-donate ensures that support is just a message away, allowing your community to contribute right when it matters most.

To help charities navigate these moments, we’ve developed an Emergency Response Guide—a comprehensive tool packed with detailed strategies, instructions, checklists, and templates to effectively manage text-to-donate campaigns during emergencies.

You can read more about how the Nova Scotia SPCA mobilized their community in a time of need here, and be sure to explore our guide later in the newsletter for actionable insights on crisis response.

Campaign Fundraising Ideas

In-person Fundraising Ideas:

Donation Collection Hub with Text-to-Donate QR Codes

Organize a donation collection hub where community members can drop off essential items like food, clothing, and supplies for those in crisis.

• Promote the event through social media and local news, and display a text-to-donate QR code prominently at the location so donors can easily contribute via their phones.
• Engage volunteers to assist with the collection and provide information about how donations directly support those in need.
• For example, stating that a $10 donation can provide food for a family of four for a week allows the donor to understand the impact of their donation, making every contribution count.

This dual approach maximizes the relief effort by providing immediate supplies while generating funds for ongoing recovery.

Innovative Fundraising Ideas:

Strengthening Corporate ESG with Mobile Giving

In times of crisis, corporations have a powerful opportunity to demonstrate their commitment to social responsibility and elevate their ESG (environmental, social, and governance) performance. Mobile giving provides a fast and effective way to mobilize resources during emergencies.

A study by MarshMclennan found that companies with robust ESG initiatives are viewed more favourably in terms of employee satisfaction and overall brand attractiveness. Leveraging mobile giving in crisis response can boost your ESG score while making a tangible impact. Here are a few ways to integrate mobile giving into your ESG strategy:

• Corporate Matching for Crisis Donations: Many corporations are stepping up to amplify their impact by matching donations during emergency response efforts. For instance, Rogers is currently matching every dollar donated to the Canadian Red Cross through their campaign to support communities affected by wildfires. By matching donations from employees or customers, corporations can double or even triple the support for critical relief efforts. Learn more about the Rogers and Canadian Red Cross partnership here.
• Promote Mobile Giving for Emergency Campaigns: Prominent organizations like TELUS and the TELUS Friendly Future Foundation have highlighted mobile giving in their communications, demonstrating how quickly companies can activate their networks in times of crisis. TELUS, for example, has been a strong advocate of mobilizing donations via text to support wildfire relief across Canada, driving awareness through their social media platforms.

Radio & Telethon Fundraising Ideas:

Imagine the energy of a 48-hour radiothon dedicated to emergency response, where your charity’s stories come to life, and urgent calls for support reach listeners in real time. Radio and telethons provide a powerful platform for mobilizing communities during crises, and mobile giving can make it even easier for people to respond instantly.

For example, MGFC set a campaign record for the largest amount raised in 24 hours when Canadian singer Justin Bieber and his wife, Hailey Baldwin Bieber, joined the Stronger Together | Tous Ensemble broadcast, raising funds for Food Banks Canada in the early days of the COVID-19 pandemic in April 2020. MGFC helped process over 200,000 individual donations, contributing to an incredible $1.1 million raised in just one day—funds that significantly impacted the lives of Canadians affected by the pandemic.

Take inspiration from CKUA Radio Network, which raised over $20,000 in their first month with text-to-donate. Learn more about how CKUA Radio Network and other organizations have leveraged mobile giving successfully here. By integrating mobile giving into your radiothon or telethon, you can:

• Engage Listeners in Real Time: Share urgent stories of crisis situations and offer an immediate way for listeners to contribute through mobile giving.
• Amplify Fundraising Efforts: Promote your campaign on air, social media, and online platforms, encouraging audiences to take swift action in support of your emergency response.

In times of crisis, radio and telethon fundraisers paired with mobile giving can generate both immediate relief and long-term support.

Meet the MGFC Team

Meet Robert Ghiz

In a world driven by visionary leadership, we are fortunate to have Robert Ghiz at the helm of MGFC. As Chair of our Board of Directors, Robert's unwavering commitment has left an indelible mark on our organization and the charities we support. His influence extends beyond MGFC, as he also serves as President and CEO of the Canadian Telecommunications Association, where his leadership has championed wireless innovation in Canada since 2017.

Robert has served twice as Premier of Prince Edward Island, guiding the province through the 2008 global financial crisis. Learn more and connect with Robert on LinkedIn.

Events and Dates

Stay in the loop with upcoming events and key dates:

Join our "Children's Charity Fundraising | Sept. 19, 2024 at 12 pm EST. Gain expert insights, network, and enhance your fundraising efforts. Register for the Sept 19 Live event here.

Upcoming Dates of Mention:

• National Day for Truth and Reconciliation Sept. 30: A time to reflect on the history and ongoing impacts of residential schools. It's an important opportunity to honor and support Indigenous communities as we all work towards healing and understanding.
• Giving Tuesday is around the corner and it’s time to start planning your campaigns and mobile giving strategies. Giving Tuesday falls on December 3, 2024 and early preparation can make all the difference—we can help maximize your impact! Reach out to [email protected]!

Free Tools and Resources

Discover our favourite resources to improve your fundraising journey

• Emergency Response Guide: A comprehensive guide offering detailed strategies, instructions, checklists, and templates to effectively deploy and manage text-to-donate campaigns during emergencies.
• Check out these essential tips from the Red Cross to help you avoid donation fraud during disasters, ensuring your contributions reach those in need safely and securely.

Thank you for reading The Giving Connection!

Thank you for reading this edition of The Giving Connection! We hope the stories and strategies shared have inspired you to act swiftly and effectively in your fundraising efforts. If you have any questions, ideas, or simply want to connect, feel free to reach out to us at [email protected].

Stay tuned for next month’s edition, where we’ll be focusing on Giving Tuesday and diving into how the food banks and pantries we support fundraise effectively to meet community needs. We’ll be sharing tips and tricks to help you maximize your impact during this crucial time.

Together, let’s continue making a difference!

Connect with us!