Record-breaking results for AMA food bank campaign
Alberta's generosity shines in virtual cheque presentation
The need across Alberta is mighty, but Albertans have shown their will to help is even mightier. In a year where experts predicted charitable giving would be down, Fill Our Fleet—AMA’s annual campaign in support of community food banks—nearly doubled its historical record for donations!
In mid-November, AMA challenged people to share their quarantine stockpiles in support of the nearly 90,000 Albertans who rely on the food bank each month. Our #StackToSackHunger social media challenge involved building creative towers of nonperishables, then donating the stacks (or an equivalent monetary gift) to Fill Our Fleet.
Albertans answered our call with overwhelming generosity. And today, in a virtual cheque presentation, AMA revealed the combined result: $207,459 in monetary donations, along with 23,658 lbs of nonperishables (roughly the weight of five rhinos, or two full-sized tow trucks), for food banks across the province.* This represents the most the campaign has raised in its nine-year history.
“It’s been a challenging year for Albertans but that didn’t stop them from opening their hearts, wallets and pantries to boost neighbours in need,” says Jane Flower, Vice-President of Brand and Member Experience.
“We saw AMA employees donate their vacation pay. We saw our members raid their cupboards, giving whatever they could. We saw people across the province dig deep with online donations. And because of this combined effort—this amazing Alberta spirit—the holidays will be a little merrier for thousands of struggling families.”
AMA will continue to donate $10 from every membership sale to this campaign through Dec. 31. Online donations are also accepted year-round at FillOurFleet.ca.
* JAN. 2021 UPDATE: When the campaign wrapped on Dec. 31, the final tally was $237,603.66 in monetary donations and 28,493 lbs of food.
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The Alberta Motor Association (AMA) is among the largest membership organizations in Alberta, representing more than 975,000 members. As a leading advocate for traffic safety, travel and consumer protection and crime prevention, AMA represents the interests of its members to industry and all levels of government and helps protect the things they care about most. Visit ama.ab.ca to learn more about AMA’s products, services and member advocacy efforts.