Each September, associates at Blue Cross and Blue Shield of Minnesota show their support for nonprofits across the state by donating during the month-long Community Giving Campaign. The annual campaign─ which consistently leads to associates' collectively giving more than $1 million to eligible nonprofits─ typically combines the spirit of giving with fun activities, competitions and challenges.

This year, in light of the nationwide calls to combat racism and injustice, the campaign is focused on supporting nonprofits that promote racial and health equity in Minnesota, including 14 featured nonprofits whose work focuses on a core component of Blue Cross’ social impact strategy. In addition, the 2020 campaign will be an all-virtual event since almost all associates are working from home due to COVID-19 restrictions.

"Serving as the Community Giving Campaign co-chair this year aligns so well with our work to spur action on volunteering and giving related to racial and health equity," says AJ McDougall, senior vice president of strategy, innovation and external affairs at Blue Cross. "Volunteering provides concrete steps and action to drive change. Giving backs that up with the funds to sustain the momentum we all care about."

Supporting racial and health equity work in Minnesota

Seven of the campaign’s featured nonprofits focus on racial and health equity work. Donations to these nonprofits will receive a 150 percent match, thanks, in part, to the Blue Cross and Blue Shield of Minnesota Foundation. These nonprofits include the Hallie Q. Brown Community Center, YWCA Minneapolis, Arrowhead Economic Opportunity Agency, Project Care Free Clinic, NorthPoint Health & Wellness, Hope Community and Voices for Racial Justice.

The other seven featured nonprofits focus their work on social determinants of health— factors that affect a person’s health outside of a clinic or hospital setting, such as access to healthy food, transportation, education, socioeconomic status, physical environment, housing and social connectedness. Blue Cross will contribute a 100 percent match to these seven nonprofits: Access North, Dream of Wild Health, Iron Range Partnership for Sustainability, Mesabi Family YMCA, Twin Cities Habitat for Humanity, North St. Louis County Habitat for Humanity and Urban Roots.

Many of this year’s featured nonprofits have experienced drastic effects on their ability to serve their communities due to both the COVID-19 pandemic and the unrest following the murder of George Floyd in Minneapolis.

“The world has shifted dramatically in the last five months,” says Jonathan Palmer, executive director of Hallie Q. Brown Community Center in St. Paul’s Summit-University neighborhood. “In our food shelf alone, we've gone from 108 new clients in March to 1,808 new clients in June, as compared to the 69 new clients we had in June 2019. We distributed over 100,000 pounds of food that month. The disparity is real, the hunger is real. People in the community need us more than ever.”

“Our partnership with Blue Cross and the support we receive from the associates has been incredibly important for NorthPoint,” said Patrick Wilson, director of development at NorthPoint Health & Wellness. “It has given us the flexibility to respond to the constantly changing needs in our community. It also helps us work towards solutions to the inequities that have become so apparent in our society.”

Stepping up during a virtual campaign

In previous years, associates from different divisions would come together for picnics, friendly competitions and auctions throughout the duration of the Community Giving Campaign. In light of this year’s remote working environment, Blue Cross is holding virtual kick-off events for associates to learn about the featured nonprofits and their work in the community. There will also be an online auction, weekly prize drawings and other virtual events to raise money for the campaign.

"Going virtual this year was relatively easy as we've been operating at 98 percent remote since March," says AJ. "Time and time again, our associates are stepping up and showcasing their care for community. Remote or virtual, it's all the same."

Results of the campaign will be released shortly after it concludes September 30.

Editor's note: pictured above is a group of associates volunteering at NorthPoint Health & Wellness Center in August 2020.