Posts tagged Raising the Roof

Tuesday, December 30th, 2008

Looking back at 2008

“Tis the season” for those year-end review stories, so we thought it would be fitting to try to capture some of the great work Molson and its employees have done in the past 12 months to help benefit community organizations in towns and cities all across Canada.  With the holidays about to end, there’s still time for all Canadians to make a contribution in 2008 to their own communities. That being said, to help play our part, I’ve listed some details about the great organizations and individuals that we’ve been privileged enough to work with in the past year.  We hope you’ll consider sharing a little of yourself this holiday with those less fortunate.

Some of the organizations and initiatives that stand out for me in 2008:


Raising the Roof is an organization that builds partnerships across the nation to help solve youth homlessness. Molson has supported their Youthworks program for three years, but also has a very special story with them. On February 5th, 2008, over 1,100 Molson employees sold toques on Toque Tuesday (RTR’s national fundraiser), raising just over $90,000 in about one hour.  This event was also the day we launched this blog! To donate


I’ve written about Meal Exchange a few times on this blog and one of their employees wrote a great guest blog. Meal Exchange is a national student-founded, youth-driven, charity organized to address local hunger by mobilizing the talent and passion of students.  To donate

United Way

United Way….wow – this a great one. Every year Molson has an internal United Way campaign, and this year was out best ever!  We raised $610,000 this year (increase of 15% from 2007). Amazing effort from our employees across Canada. To donate

Framework Foundation/Timeraiser

Framework Foundation promotes volunteerism amongst Canadians in their 20s to 30s by helping volunteer agencies find the skilled people their organization needs – Molson is a founding sponsor of Timeraiser, an event that is part volunteer fair, part silent art auction and part night on the town that connects volunteers with volunteer agencies.  I took part in the Toronto Timeraiser for the first time this year and it was one of the best events I went to in 2008.

A national literacy organization that Molson has worked with for years.  We were given the Frontier College Fitzpatrick award this year. To donate

Again, these are just a few of the MANY organizations that Molson was involved with across Canada in 2008 – the above are initiatives that I was lucky to directly be a part of.

In 2008 Molson reached out to just over 200 organizations. Here are links to some of them organizations (by region), and to view all the Molson in the Community photos from 2008 — click here.






What is YOUR favourite community organization/initiative this year?

Friday, May 2nd, 2008

A note from Raising the Roof….

Raising the Roof is Canada’s only national charity dedicated to long-term solutions to homelessness. Our signature Toque Campaign brings together people from all walks of life to raise funds and awareness in support of grassroots agencies working to reduce homelessness and our national Youthworks initiative, aimed at breaking the cycle of homelessness among young Canadians. The Toque Campaign is entirely volunteer driven which is why volunteers are so critically important to our success!

I am delighted to report that in Toronto alone, with the help of 1,100 Molson volunteers, as well as additional community volunteers, we raised $126,000 – over $90,000 of that directly by Molson volunteers! Fergie Devins, VP Governmental Affairs at Molson,defined the day as the “largest volunteer event in Molson history.” Raising the Roof considers it a shining example of community partnership and the gold standard for employee engagement and volunteerism among corporations.

Molson volunteers came together early morning, braving cold and rain, to sell our toques and give Torontonians a chance to participate in long-term solutions to homelessness. One person at a time, one toque at a time, you can all be very proud of the fact that you are helping us to break the cycle of youth homelessness in Canada. Thank you for making this Toque Tuesday the most successful ever in the 11 year history of the Toque Campaign!

Maureen Deery, Director of National Campaigns, Raising the Roof

Tuesday, February 12th, 2008

And the winner is…..


Congratulations to Jennifer McLaughlin (right) and Darlene Sherman (left), winners of the Toque Tuesday Text Contest!

On Toque Tuesday, Molson added an extra bonus for those in the GTA who purchased a Toque or made a donation to Raising the Roof – a chance to win Raptors’ Tickets!  Attached to the toques were instructions informing people to text “TOQUE” to Molson to have a chance to win Molson’s private suite for the February 27th Toronto Raptors vs. Minnesota game.

The winner was announced on Global TV Friday night.  It was a combined effort for Jennifer and Darlene who purchased their toque on the corner of Jarvis St. and Charles.  Darlene made the donation, and Jennifer sent in the text message.

Have a great time, and thanks for your support!

Thursday, February 7th, 2008

Toque Tuesday Molson Tally…Far Exceeds our Goal

Kevin Boyce sells first toque on Toque Tuesday February 5, 2008

Employees of Molson took to the streets of Toronto on Toque Tuesday. We were enthusiastically led by our President and CEO Kevin Boyce, who was selling toques at Toronto City Hall and around Nathan Phillips square with his team. Kevin’s first sale took place 720 am to Anita in front of City Hall in Toronto.

The Toque Tuesday tally is in and the results are phenomenal ! Our goal for Toque Tuesday was to raise $50,000.00. The total tally of funds raised for Raising the Roof’s Toque Tuesday as a result of the Molson Volunteer initiative is $90,557.26. This number is built on the successful efforts of the volunteers selling toques that raised $54,557,26 (exceeded target of $50,000), Molson purchased toques for volunteers $11,000.00, an employee donation of winnings from off track event on Monday night of $4,000.00, Molson Matched employees’ donation $4,000.00, Heineken Partner Brand donation of $10,000.00, The Keg Restaurant donation of $5000.00, Molson Quebec employee’s jersey purchase of $500.00, Molson matched employee’s jersey donation $500.00 and $1000.00 in follow up sales on Wednesday, We are still getting requests from employees and the public on where and how to buy toques. You can go to the Raising the Roof site to purchase on line. Hats off or should I say Toques off to a successful Volunteer event. Molson and our employees…Proud to Play our Part !

Wednesday, February 6th, 2008

Toque Tuesday continued…..


A great part of Toque Tuesday was seeing the hundreds of Molson employees rally together (after selling toques for an hour) at Nathan Phillips Square. The square was an amazing sight – red everywhere. Everyone gathered together at 9:00 a.m. and was then addressed by many including Sean Gadon, President, Raising the Roof, Mayor David Miller, Mayor of Toronto, and Kevin Boyce, CEO and President, Molson.

Molson is proud to play its part in communities across Canada, and the employees definitely showed their dedication yesterday morning. Molson reached its Raising the Roof fundraising goal of $50,000 and surpassed it. Way to go!!!!!!

Watch the Molson team in action – selling toques, raising awareness, and having a great time!

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