2020 was an unprecedented year. But even as PwCers juggled their own challenges, they supported causes that were important to them and prioritized the needs of underserved communities most deeply impacted during these uncertain times.
In 2020, 27,000 PwCers gave $32m to more than 13,000 organizations. Through crowdfunding and other tech-enabled giving, they raised $1M+ for COVID-19 relief efforts and more than $5M for organizations addressing racial injustice.
Maddy Cuniff, an IFS associate in PwC’s Portland office, loved teaching digital skills to kids at her local Boys & Girls Club. But when the pandemic hit, she realized many of them had far more basic needs that weren’t being met. So Cuniff started crowdfunding.
In six months, she raised $4,000 for her local Boys & Girls Club. This donation enabled the Boys & Girls Club to distribute meals and snacks, provide 40 free virtual counseling hours, and offer mental health check-ins for youth, teens and parents. “We were really happy to drive a positive impact and to know that our efforts were going to provide real, meaningful help to the local children and families that the organization serves,” Cuniff says.
PwC's investment in digitally reskilling the workforce helped our people pivot quickly to a virtual environment in reaching out to teams, clients and communities to help address critical needs.
PwCers created 1,400 crowdfunders — that’s double compared to 2019 — and 8,000 partners and staff contributed to these crowdfunders.
Bringing technology to the firm’s giving culture helps make it more accessible and makes it easier for PwCers to amplify and share crowdfunders supporting a variety of worthwhile causes. Paul E. Taylor, an Assurance senior associate, used his crowdfunder to help support KIPP Baltimore, a nonprofit in his hometown. KIPP Baltimore helps meet critical needs within the community by helping provide learning resources and support to underserved students. Taylor’s crowdfunder raised enough for the organization to provide laptops to several classrooms of middle school students, enabling them to participate in virtual learning with minimal interruption.
Amy She, an IFS manager in Los Angeles created a crowdfunder to raise funds and awareness for The Conscious Kid. This local nonprofit equips parents and educators with tools to support racial identity development, critical literacy, and equitable practices in their homes and classrooms.
“The grant incentive provided a great structure for us to be engaged and incentivize others, knowing our impact could be amplified,” says She, adding that while the crowdfunder helped others, it ultimately advanced her own activism journey too. She has long activated her passion for social justice in her personal life. Following the firm’s launch of six new commitments to support our Black colleagues and improve diversity, equity and inclusion efforts in our firm and in our communities – she was inspired to do more.
“Over the past 10 years I’ve been on my own personal activism journey that has just started to translate to work, especially as PwC’s US Chair Tim Ryan has set the tone about what our company stands for,” She says. “I really wanted to activate my values and my purpose and do something that aligns with what I believe in. I’m glad I participated and I definitely want to do more.”
PwC and the PwC Charitable Foundation supported crowdfunders with grants to organizations addressing COVID-19 impacts and racial injustice during 2020.