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United Way launches virtual 2020 campaign with a non-event event

CEO Albert Brule said they are facing the fundraising campaign effort of their lives, with COVID-19's impact meaning more and more people are battling to climb out of poverty.
Albert Brule
Albert Brule, CEO of the United Way of Thunder Bay, says the No-Show Gala is a chance for the public to donate to this year's fundraising campaign, a non-event taking the place of the usual campaign breakfast launch. (Leith Dunick, tbnewswatch.com)

THUNDER BAY – The United Way of Thunder Bay is facing the fundraising effort of their lives – and they’re going to have bring the money in without most of the usual events created to do just that.

On Thursday, CEO Albert Brule made an appeal to the community on what would normally be the morning of their annual campaign launch breakfast, pleading with the public to take the money they might have spent on a ticket to the event and consider donating it to the cause.

Every little bit helps said Brule, who acknowledged it won’t be easy raising the money needed to fund their member organizations.

If one hasn’t give before, consider it in 2020, he said. If you have given and can dig a little deeper, it would be much appreciated throughout the community, Brule said.

And if one can’t afford to donate this year, there are other ways to help out, he added.

“Today we are hosting what we call the No-Show Gala for Recover 2020, which is the United Way’s appeal for this year. Normally we’d be gathering with our supporters, with businesses, with individuals and community leaders, to kick off our campaign,” Brule said.

“But because of COVID-19, we’re doing a non-event, event. Which means instead of bringing people together, we’re actually encouraging people to virtually come together, in the sense that we as a community need to pull together to help our partner agencies, to help our community as a whole, recover from COVID-19.”

It’s not going to be easy, Brule admitted.

COVID-19 impacted all aspects of people’s lives, throwing many out of work. Many businesses suffered heavily, forced to shut down for months or faced with major hits to their bottom lines.Skipping this year's breakfast does open another door, he said.

“Instead of spending on food, or beverages or entertainment, it’s actually going to help meet the needs of people affected by COVID-19,” Brule said of the virtual gala.

“We would like to collect as many dollars as possible. We don’t have a financial target for the campaign, but I would say this – and it may sound dramatic – but we refer to it as the campaign of our lives. And we’re not playing that lightly.”

The United Way of Thunder Bay last year also didn’t announce a target, but in recent years they’ve attempted to raise as much as $2.6 million in a single campaign, which stretches from September until Dec. 31.

“If you’re able to make a contribution, the size doesn’t really matter. What we want is as many people as possible to make that commitment, to show that we are a caring and compassionate community that steps up, that comes together to help those in need,” Brule said.

“There’s never been a time as crucial as now to do that. How dire is this? We were already working very diligently with our community partners to help meet the needs of people experiencing poverty. COVID-19 has profoundly increased that impact and revealed the depth of poverty in our community. Now more than ever we need people to step up.”

While the events may be fewer and further between, the public can also still take part in workplace campaigns.

To donate, visit www.uwaytbay.ca.



Leith Dunick

About the Author: Leith Dunick

A proud Nova Scotian who has called Thunder Bay home since 2002, Leith is Dougall Media's director of news, but still likes to tell your stories too. Wants his Expos back and to see Neil Young at least one more time. Twitter: @LeithDunick
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