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Dairy Queen Canada showed a steadfast commitment to sick and injured children in this extraordinary year, extending its strong support for our Children’s Miracle Network (CMN) campaign. DQ operators across the country dug deep to support Canada’s children’s hospitals, creatively rallying their owners, employees, fans, and communities for the cause even as they were working harder than ever to manage their core business. Thank you.

A Message of Gratitude from Mark

Mark Hierlihy

Canada’s children’s hospitals are deeply grateful for Dairy Queen Canada’s steadfast partnership during this extraordinary year. Even as you managed the exceptional demands of 2020 in your own businesses, you found new ways to come through for kids.

With your support, children’s hospitals were able to adapt and innovate in 2020, responding to the year’s challenges and laying even stronger foundations for the future. Many rapidly adopted virtual platforms to ensure that young patients would have access to the care they needed. Pediatric teams navigated unprecedented operational complexities to continue delivering treatment and care. Hospital leaders reached beyond the walls of their institutions to help protect the health of their communities and of all Canadians.

As hospitals made these extraordinary efforts, Dairy Queen Canada was by their side. You sought new ways to support children’s hospital foundations in your communities – engaging your owners, employees and fans, and using fresh approaches to get others involved. Canada’s 12 children’s hospital foundations join me in thanking you for every part of your work with us this year. We have always been grateful for your support; this year, it meant more than ever.

Year in review

After an initial period of crisis management when COVID-19 first began to spread in Canada, Dairy Queen Canada leaders quickly reengaged with CMN, eager to know how the pandemic was affecting pediatric patients, families, and hospital teams. Far from stepping back from their long-standing support for kids, Dairy Queen Canada showed an authentic and durable commitment to children’s hospitals across the country.

In the months that followed, head office and franchisees found plenty of ways to extend their support for the treatment and care of kids across Canada. While Miracle Treat Day became unworkable in many places, franchisees initiated a range of new activities and promotions that could be rolled out safely. In 2020, Dairy Queen Canada and CMN Canada also experimented with new ways to raise the profile of our cause online – developing and testing new ideas through social media channels and gaining valuable insights that will inform future campaigns.

Sadly, public health restrictions this year meant that we were not able to host gatherings and events to celebrate the achievements of 2019’s top fundraisers. Although Dairy Queen Canada and children’s hospital foundations alike were disappointed not to toast top contributors in person, a strong spirit of gratitude and festivity infused our virtual Celebration of Miracles in July when we recognized and highlighted the accomplishments of the Dairy Queen Canada franchisees and the 2019 award winners.

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Above: DQ Sherwood Park operator Michael Liber with Troy Bader
Note: Some images and videos in this report were taken before the COVID-19 pandemic gave rise to masking and social distancing protocols.

In a year when Dairy Queen Canada had plenty of unforeseen challenges and complexities to manage as an organization, it would have been understandable to see a temporary but sharp drop-off in participation. Instead, a large majority of franchises and the corporate team went above and beyond to continue raising funds for children’s hospitals. The fact that our partnership remained so active this year is a powerful statement of the depth of your commitment to sick and injured children.

We are deeply grateful for your unwavering support to children’s health care, and we are proud to celebrate your contributions to local children’s hospital foundations across the country.

Financial overview

Dairy Queen Canada has a long history of supporting children’s hospitals across Canada. Since first donating to Canada’s children’s hospital foundations in 1984, you have given over $44 million.

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Thank You Dairy Queen Canada
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Result Summary

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Total Contributions (2012 to 2020)

2012 2013 2014 2015 2016 2017 2018 2019 2020
Total Giving
(include underwriting and in-kind)
$2,282,035 $2,646,651 $3,080,073 $3,430,859 $3,142,176 $3,302,611 $3,599,276 $3,170,564 $1,010,265
Percent Change N/A 16% 16% 11% -8% 5% 9% -12% -68%

Recognition and engagement

Children’s Miracle Network member hospital foundations sought opportunities to celebrate and promote Dairy Queen Canada’s efforts to support the health of children and youth.

Dairy Queen Social Posts
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Estimated reach of television and radio broadcast:

1,491,600

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Estimated reach of local and national public advertisements:

350,000

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Total circulation of print recognition (including annual reports):

43,324

In addition to spreading the word through traditional channels, our team and partners posted and shared news about Dairy Queen’s efforts on social media.

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Total number of
posts*:

43

*includes posts on CMN Canada social media only

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Total number of engagements* (including likes, comments, shares, and interactions):

9,563

*includes engagements from CMN Canada and 12 member foundations social media

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Total number of
impressions/reach*:

229,982

*includes impressions/reach from CMN Canada and 12 member foundations social media

Commitment coast to coast

Through Dairy Queen Canada’s partnership with CMN Canada, we are enabling impact across the country, store by store. Every dollar franchisees raise locally stays local, inspiring neighbours and supporting patients and families nearby. This local impact – often benefiting franchisees’ and employees’ own kids or other loved ones – is part of what keeps DQ teams active, year after year.

Coming through for kids

In a year that presented special difficulties for the food and beverage industry, Dairy Queen Canada teams continued to rally behind their local children’s hospitals in ways both familiar and new.

Resilience, adaptation, and collaboration

Through thick and thin, Dairy Queen Canada franchises rose to the year’s challenges with creativity and generosity – making sure kids always came out on top.

A milestone year for Miracle Makers

Exemplifying Dairy Queen Canada’s powerful commitment to children’s hospitals across Canada, some award-winning franchisees reached new heights this year.

The year of the drive-thru

With indoor gatherings restricted, car-based activities – from drive-in movies to concerts at parking structures – proliferated this year. Dairy Queen Canada operators took advantage of their own drive-thru facilities to support fundraising efforts and spread some fun.

A strong partnership

Making Miracles Happen for 36 years.

Thank you, Dairy Queen Canada.

Children’s hospitals across Canada are deeply grateful for your partnership – this year and every year.

Download a PDF version of our Partnership Report.

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