Pancake brunch and CN Tower climb to raise funds for local programs
Support the local community and get in on the fundraising action.
George Brown College (GBC) has launched its 2025 United Way campaign, inviting students, staff and faculty to join events that support local initiatives within the community. These include poverty, housing, food security and community services.
Michael Herrera, senior vice-president, institutional planning and chief financial officer, said he looks forward to seeing the GBC community come together again. Usually, the college sets a fundraising goal each year, but this year has been challenging for many in the community.
That’s why the 2025 campaign focuses on participation rather than a specific target.
“It’s really about giving everyone in our community the opportunity to do what they can, whether buying a pancake, sponsoring a climber or just showing support,” Herrera said.
GBC has partnered with United Way for many years, with a brief two-year pause during the pandemic.
Herrera is co-chairing the campaign for the fourth time this year; this will also mark his third CN Tower stair climb.
The college collects donations from the community through events such as the pancake brunch, CN Tower climb, Helping Hands merchandise sales and payroll deductions. All money raised goes directly to United Way Greater Toronto.
There are many ways to get involved and give back, including:
- Pancake breakfast, held at each campus on Nov. 12, from 11 a.m. to 1 p.m. The Student Association has contributed $500 to help students who want to participate but may not be able to afford it.
- Sponsor a CN Tower climber or join the GBC Climbers team to take part yourself on Sunday, Nov. 16. Get your steps in for the day as participants climb all 1,776 steps.
- Buy Helping Hands t-shirts and toques or donate at checkout at campus stores.
Employees can also donate through payroll deduction.
Rather than giving money to individuals, United Way funds organizations embedded in neighbourhoods the ones that understand local challenges best. This approach ensures resources reach people facing poverty, homelessness and food insecurity in a coordinated, sustainable way.
Herrera said the campaign’s local impact is what makes it meaningful.
“When you give to United Way, you’re helping your neighbours, the people in your own city who need support the most.”
Since the pandemic, the college has contributed around $400,000 to United Way programs. Last year, the college team raised $12,000 at the CN Tower stair climb, with a total of more than $100,000
“When I reflect on how fortunate I am, I feel compelled to share the abundance I have with others. That’s why I hope people think about the opportunity they have even if it’s a small amount. Giving up a coffee at Starbucks and donating that $5 to the campaign makes a difference. Every dollar count, and we’re so appreciative of whatever people can give,” Herrera said. “Everybody needs help at some point in their lives, when people come together for a common cause, it reminds us that small acts of kindness can make a big impact.”
