Radio stations and media outlets across Saskatchewan came together last week in a show of unprecedented solidarity, raising more than $680,000 to support wildfire evacuees during the first-ever Saskatchewan Day of Caring for Wildfire Evacuees.
The province-wide radiothon aired June 12 across more than 60 stations and digital platforms, collecting $680,345 in donations for the Canadian Red Cross 2025 Saskatchewan Wildfires Appeal. That total is expected to climb, as donations continue to come in.
The Government of Canada has pledged to match all donations, with the details of the program still being finalized. The federal match remains available until June 27, potentially doubling the overall impact of the campaign.
“This wildfire season has been especially challenging, and the Canadian Red Cross is working around the clock to provide comfort and care to those affected,” said Luc Mullinder, vice-president for Manitoba, Nunavut and Saskatchewan with the Red Cross. “We’re incredibly grateful to Saskatchewan’s broadcasters and to the generous Canadians who donated. Their support is truly inspiring.”
Funds raised will go toward relief efforts in Saskatchewan, including direct financial assistance for evacuees, support for host communities, and long-term recovery initiatives.
The campaign drew widespread support from corporate partners, including a major $300,000 contribution from Nutrien.
“This incredible show of generosity is a testament to the strength and compassion of the people of Saskatchewan,” said Chris Reynolds, Nutrien’s executive vice-president and chief commercial officer. “We’re proud to play a role in bringing communities together during such a critical time.”
Radio leaders across the province also praised the campaign’s success and the power of local media.
“Radio is part of the fabric of life in Saskatchewan, and once again, broadcasters have shown their ability to serve their communities in times of need,” said Elmer Hildebrand, president of Saskatoon Media Group and CEO of Golden West.
“Saskatchewan is an amazing province filled with generous people,” added Pam Leyland, president of Rawlco Radio. “The Saskatchewan Day of Caring showcased what we do best — pull together.”
“At Harvard Media, we believe in the power of local media to uplift and empower communities,” said Zoe Vassos, Harvard Media’s vice-president of marketing. “Our audiences showed incredible heart. Thank you, Saskatchewan.”
Participating stations included dozens of Saskatchewan-owned and operated brands, from Kindersley’s Country 104.9 to Prince Albert’s Power 99, and from community staples like GX94 in Yorkton to CJWW, The Bull and 98 Cool in Saskatoon. Digital portals like WestCentralOnline, SaskToday.ca and DiscoverEstevan also took part.
Canadians can still donate to the Red Cross Saskatchewan Wildfires Appeal by visiting www.redcross.ca.