The year 2020 has proven to be an unprecedented one for Minnesota nonprofits. They have been called to respond to a wide variety of community needs linked to COVID-19, the economic downturn and renewed calls for racial and social justice. Many are doing this while also having to deal with tighter budgets, smaller staffs and health and safety restrictions to prevent staffers and volunteers from getting sick.

Associates at Blue Cross and Blue Shield of Minnesota have recognized these unprecedented demands and responded in a big way during the annual community giving campaign. The campaign, which wrapped up September 30, raised a record-breaking $1.27 million for Minnesota charities. The previous record was set in 2005.

Blue Cross' 2020 community giving campaign raised a record-breaking $1.27 million for Minnesota charities.

“Minnesota communities need our support now more than ever, and our Blue Cross associates are giving generously with both donations and volunteer time,” says AJ McDougall, senior vice president of strategy, innovation and external affairs at Blue Cross, and chair of the 2020 campaign.  “The community giving campaign is another great example of our mission in action. We’re so appreciative of everyone who has contributed to this year’s efforts.”

Focus on racial and health equity, social determinants of health

This year’s campaign featured 14 nonprofits focused on two pillars of Blue Cross’ social impact strategy. The Blue Cross and Blue Shield of Minnesota Foundation pledged a 150 percent match for donations to seven nonprofits focused on racial and health equity, and a 100 percent match for donations to seven nonprofits focused on social determinants of health— factors that affect a person’s health outside of a hospital or clinic setting.

Between associate pledges and foundation matches, Blue Cross raised more than $367,000 for racial and health equity nonprofits and more than $88,000 for nonprofits focusing on social determinants of health.

“Minnesota nonprofits are responding to immediate crisis needs and creating a more just and equitable tomorrow,” says Carolyn Link, senior director of community health and president of the Blue Cross and Blue Shield of Minnesota Foundation. “Their work— and our associates’ support— is more important than ever. The Blue Cross Foundation is proud to extend that generosity through our matching dollars.”

Read more about the featured nonprofits in this blog post.

Campaign goes virtual, gets creative

Since 98 percent of Blue Cross associates are working remotely due to COVID-19, events for this year’s campaign were held virtually. The campaign kicked off with a series of online gatherings featuring leaders from this year’s featured nonprofits. Associates also shared their social impact stories with their teammates and social networks.

An online auction raised just over $2,100 for Voices for Racial Justice. It featured a variety of experiences with Blue Cross senior leaders, including a virtual happy hour bingo, virtual coffee chats and a baking experience with Blue Cross President and CEO Dr. Craig Samitt.

Teams also engaged in friendly challenges to help raise money and participation rates.

One team held a photo “theme week,” where associates were encouraged to take selfies each day with a specific theme and send them in for a chance to have a donation made in their name to a featured nonprofit.

One senior leader promised to have his kids throw a pie in his face if 80 percent of his team participated in the campaign.

Yet another said he would let his kids cut his hair during a Zoom town hall with his team.

Other teams held Jeopardy-style trivia events, weekly prize drawings, virtual scavenger hunts and social media challenges, all of which contributed to this year’s record giving total.

Read our 2019 Report to the Community here.