As Media Habits Change, Montreal’s Christmas Fund Takes a Hit

For 58 years, the Montreal Gazette Christmas Fund has been a vital source of support for thousands of families across the city. 

What began in 1967 as a modest Christmas food and clothing drive, launched by Gazette civic-affairs reporter Bob Hayes, quickly grew into a defining symbol of local generosity.

By the late 1980s, the fund was receiving more than $1 million annually, with cheques distributed to people across Montreal who were struggling during the holidays. It became a tradition rooted in the identity of the city, by Montrealers, for Montrealers.

This year, however, food-based charities across the city are feeling the strain, as the rising cost of living makes it harder than ever to deliver essential services. For Éliane Larouche of Moisson Montréal, a nonprofit that gathers and distributes food free of charge across the city, the pressure has become year-round.

“This year, the holiday season clearly reflects the growing pressure on the entire food assistance network,” said Larouche. “Demand is not only higher, it has also become more constant throughout the year, which requires earlier planning and ongoing operational adjustments.”

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Over the past four years, the number of holiday food baskets distributed by Moisson Montréal has more than doubled, from 20,000 to 42,000.

“Our 292 accredited community organizations are under tremendous pressure on the ground, as they respond to a growing and more diverse clientele,” she said. “The strain is felt across the entire chain where delivering services as usual is no longer possible; each delivery now requires greater coordination, resources, and partnerships.”

The landscape that first allowed the Gazette fund to flourish has also changed dramatically. When Hayes started the initiative, the internet was still the stuff of science fiction. Today, print circulation has declined sharply, advertising models have eroded, and newspapers no longer command the reach they once did. 

The Gazette’s Christmas Fund is one of the many community institutions feeling that shift. Donations have fallen even as need has surged, driven by rising food costs, skyrocketing rents, and an overall cost-of-living crisis.

The fund works with roughly 120 agencies that vet recipients before sending their names to the Gazette. This year, the goal was to distribute $125 cheques to 6,400 families, totalling $800,000. But as of December 8, organizers received notice that they had to reduce the cheque amount to $90.

Despite the setback, the Gazette is scrambling to close the gap before Christmas. For the families who depend on the fund each year, the reduction is more than a financial blow; it’s a reminder of how the economic pressures affecting donors trickle down to those who can least absorb them.

For Na’kuset, an Indigenous activist and executive director of Montreal’s Native Women’s Shelter, the fund’s role is irreplaceable. Her shelter typically receives around 25 cheques annually to support women and children in crisis.

“It would be devastating if the amount dropped because it’s always been $125,” Na’kuset said. “A lot of our recipients will be shocked by that. I imagine people aren’t donating because they just don’t read newspapers as much anymore, and if people don’t donate, the fund can’t offer it. We really hope people don’t forget about this because it is so important.”

She emphasized that the cheques carry meaning far beyond their monetary value.

“It’s the thought that the community cares and is willing to put money forward to the Gazette Christmas Fund, and it’s going into the hands of Indigenous people, the first people of this land.”

“It’s very worrying. The Gazette starts this fund super early, and I hope people remember that, in our organization, the money is going directly to women with children. You watch Christmas movies and think it’s supposed to be bright and happy, but that’s not the reality for so many. Trauma is often worse at Christmas.”

Even with this week’s shortfall, the Gazette remains hopeful it can reach the usual donation amount. But the challenges have served as a wake-up call, pushing organizers to rethink how the fund reaches donors and how to adapt to changing habits.

The Montreal Gazette editor-in-chief, Marilena Lucci, said the paper is exploring new forms of crowdfunding and more modern donation interfaces to keep the tradition thriving.

“As with most charities, it gets harder every year to keep up. We need to keep evolving and putting resources into keeping the fund going,” she said. “It’s a sobering reminder that we need to rethink our donation interfaces to ensure the fund continues. We’re putting a lot of energy into raising awareness right now.”

The paper’s recent Saturday print push generated a wave of renewed interest.

“We got great responses from our Saturday splash, with some big donations expected in the next few weeks,” Lucci said. “It seems to be inspiring people to donate, so I’m hopeful we’ll be in good shape.” 

“What makes the Christmas Fund so special is that it’s by Montrealers and for Montrealers. We’re fighting hard to keep it that way. There’s a magic in that I don’t want to lose.”

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