With the cancellation of most in-person events due to the COVID-19 pandemic, Airdrie Meals on Wheels is taking a creative approach to its holiday fundraising and awareness campaign.
The non-profit society, which delivers nutritious, affordable meals to Airdronians in need, launched a virtual Christmas tree-decorating fundraiser Nov. 19.
“Airdrie Meals on Wheels, like everyone else, had to turn to an online format to get some awareness campaigning happening, as well as fundraising,” said Lois Jones, media and public relations director for the organization.
As part of the initiative, members of the public can purchase virtual decorations to help garnish an online Christmas tree. The decorations include garlands, candy canes, stars and more, and each type of decoration is priced differently. The virtual tree can be viewed at airdriemealsonwheels.ca
“Everyone likes to help decorate a Christmas tree, so we thought by having a virtual Christmas tree, everyone could pick their favourite decorations and contribute," Jones said. "It’s the only way we felt, at the time, that we could add some fun to a hand-me-money [campaign].”
To decorate the tree, residents can purchase a garland for whatever amount they are willing to pay. They can also purchase a candy cane for $25, while a light costs $35, a Christmas ball is $45 and a star is $75. Another option is placing a gift under the tree by donating $100.
The proceeds will go directly to supporting the cost of producing meals and charitable tax receipts will be available for donations of $20 or more.
Jones said the cancellation of in-person fundraising forced the charity to be creative with the campaign.
“We felt we had to come up with something and devise an online strategy to help gain that awareness, first of all, so potential clients out there in the community who need our services think of us,” she said.
While the campaign was initially intended to be a month-long initiative, Jones said the charity intends to keep the tree up until early January 2021.
“We’re going to leave it up until the new year because a lot of households also like to keep their Christmas trees up until the new year,” she said.
Like other local charities, Meals on Wheels has been impacted by COVID-19. Early into the pandemic, Jones said the charity received government funding to purchase new safety supplies to keep drivers and clients safe. The society was allowed to continue operating as it was deemed an essential service.
However, according to Jones, the organization has differed from many non-profits in that demand for its services has fluctuated greatly throughout the pandemic.
“When the pandemic was first called in April, our numbers went down a bit,” she said. “We honestly attribute that to a lot more families were at home. If some of our clients – for example, seniors – get lunch from us, but they have supper with their families, they no longer needed our lunch service. That’s fantastic, and that seemed to be the response.
“But now, they’re going back up and I find that too can be seasonal, with the simple fact that with winter comes different struggles.”
As the rate of COVID-19 cases continues to escalate in Alberta, Jones said she anticipates the public need for a local meal-delivery service to increase in the weeks and months to come, as more people have to self-isolate at home. She called the charity a “safety net” for those who are health-compromised.
Scott Strasser, AirdrieToday.com
Follow me on Twitter @scottstrasser19
