THE UN-GALA
How do charities raise money during a pandemic? One thing is clear, gala season won’t cut it.
This was supposed to be the start of “gala season.” Each year, in the weeks spanning late spring and early summer, lavish fundraisers take over hotel banquet halls and events venues. These soirées are more than a good party — they’re the lifeblood of the philanthropic community.
But this year, the season is cancelled. On March 11, the World Health Organization declared COVID-19 a global pandemic.
Canada’s National Ballet School was to host its 60th annual fundraising gala on March 12. But around 2 p.m. on the day of, an NB Se mail informed would- be guests it was cancelled. “There was no way in the world we could host it,” says John Dalrymple, NBS executive director.
Hundreds of nonprofits, charities and arts institutions across the country face the same challenge. In Montreal, influential arts patron Bruce C. Bailey was to host an extravagant evening of dinner and dancing at the The Montreal Museum of Fine Arts on March 26. The Children’s Wish Foundation and Make A Wish Foundation of Canada had a series of galas scheduled throughout the spring in Vancouver, Calgary, Winnipeg and Saint John.
Boost Child and Youth Advocacy Centre in Ontario, which supports children who’ve experienced violence and/ or abuse, knows they either have to cancel or postpone their annual Butterfly Ball gala scheduled for May 21, but worries about the financial implications of doing so. “If we weren’t able to retain the funds we’ve already received for table sales and sponsorships, we’d essentially have to cut our services by a third.” says CEO Karyn Kennedy.
While it’s difficult to transition galas into digital events, other types of fundraisers are moving online. The Sporting Life 10K, which raises funds for nonprofit oncology summer camp Camp Ooch, will continue virtually and hopes to include thousands of participants across Canada on Mother’s Day and through May using the hash tag #We still runfor oo ch. Virtual runs or walks can take place anywhere, on trails, treadmills and sidewalks, and participants will receive bibs, t- shirts and medals through the mail.
World Wildlife Federation Canada is making its annual CN Tower Climb for Nature a virtual one. Instead of 1,776 steps up the Toronto tower, WWF is asking participants to set aside time on April 4 or 5 to pick a sweat- worthy challenge that works best for them and use the hash tag #Virtual cn tower climb. For a $ 5 fee, the organization will ship virtual climb t-shirts.
Other charities aim to harness the power of celebrity and social media to drive donations. Sickkids Foundation, which has cancelled or postponed several fundraising events including its annual Scrubs in the City gala, announced a $175,000 donation from singer Shawn Mendes’ foundation to purchase equipment and supplies for COVID-19 preparedness at the hospital. They hope amplifying the generous act on social media will encourage Mendes’ fans and others to donate. “Getting endorsers like Shawn is hugely important in times like these,” says Sickkids Foundation CEO Ted Garrard.
Popular band Arkells turned their Instagram- based Flatten The Curve Music Classes into a fundraiser for Food Banks Canada. Fans can upload photos and videos of their creative projects, ranging from visual arts to dance performances and acoustic guitar covers, with the hashtag # Ftcmusicclass. RBC will donate $ 100 to Food Banks Canada for every submission, up to $25,000. To promote the campaign, lead singer Max Kerman streamed a video of retired ice dancer Tessa Virtue teaching him to dance via Instagram Live.
The Actors’ Fund of Canada hosted Places, Please, a 24-hour virtual telethon on Youtube to benefit members of the entertainment community impacted by COVID-19. Co- hosted by award-winning producer Michael Rubinoff, award-winning playwright Nick Green and Second City veteran Ashley Botting, the telethon features performances and interviews with leading Canadian actors, singers, composers, writers and directors. The AFC expects to spend 70 per cent of its yearly emergency financial aid budget on requests that have come in during the past week alone.
There’s no doubt this will be a difficult and unprecedented period for the philanthropic community. Imagine Canada, an organizing group that advocates for non- profits, charities and social entrepreneurs, projects that three months of mandated social distancing and the associated economic downturn will cause charities to lose $ 9.5 billion in fundraising revenues. A worst-case scenario involving six months of enforced self- isolation and a more severe economic downturn would mean a loss of $15.6 billion.
This week, 140 major charities, including War Child Canada, United Wa y, Unicef , YMCA and World Vision, announced an emergency coalition urging Ottawa to establish a $ 10 billion stabilization fund.
While some organizations figure out how to pivot their fundraising tactics, they’re using virtual performances, talks and classes to maintain relationships with patrons and donors. The Canadian Opera Company’s new # Opera at home posts a video clip of a past performance on Instagram everyday at 11 a.m .“We also have the whole cast of Aida in town, unable to rehearse. We’re looking at creating some virtual content with them,” says COC general director Alexander Neef.
Meanwhile, Toronto’s Power Plant Contemporary Art Gallery is working to create online content and programming that not only supports their institution, but gets struggling artists and other creatives paid. “I’m very sensitive to the plight of artists right now who’ve had exhibitions, gigs or plays cancelled. How can we, within the scope of the work we do, engage them and pay them?” says Power Plant director Gaëtane Verna.
It’s a pertinent question for arts institutions as they plan a path forward. “We want to maintain cultural institutions so they can come back, but there’s also the big issue of supporting artists. Almost all over the world, everybody in our sector is out of work,” says Neef. “We can only come back if we have artists still working in the arts.”
endorsers like shawn mendes are hugely import ant now