Since 2012, LinkNow Media has transformed the traditional office Secret Santa into something much more meaningful: a powerful holiday campaign that brings joy to children in foster care. In partnership with Batshaw Youth and Family Centres, we've donated thousands of gifts and raised hundreds of thousands of dollars for children who deserve a brighter holiday season.
This year, we're inviting everyone from colleagues and friends to local businesses and compassionate strangers to join us in making the 2025 campaign our most impactful yet.
What Is the New Secret Santa?
The New Secret Santa is LinkNow Media's annual holiday initiative where our employees and supporters buy and donate gifts to children under the care of Batshaw Youth and Family Centres. These are children and teens in foster care, many of whom have experienced trauma, neglect, and instability in their young lives.
The campaign started with a single idea: to give children in the system something to smile about. That first year, we collected a modest but meaningful number of gifts. The campaign quickly grew, year after year, evolving into one of our company's proudest traditions.
Today, we combine the energy of our entire staff, the generosity of our partners, and the kindness of the public to raise both donations and awareness for youth in need.
Why Batshaw Youth and Family Centres?
When we first asked, "Where can we make the biggest difference?" Batshaw Youth and Family Centres stood out. Located in Montreal, Batshaw provides critical services to youth in foster care across Quebec.
Batshaw helps these youth by offering child placement services, psychosocial support, rehabilitation programs, and legal interventions under the Youth Protection Act and Youth Criminal Justice Act. They also facilitate family mediation, adoption disclosure, and specialized services tailored to children's needs.
Their team is passionate, driven, and deeply committed. Over the years, they've become our trusted partner and our extended holiday family.
A Look at Our Journey: Past Years at a Glance
Every gift we've collected represents far more than a toy. It's a moment of joy, a reminder that someone cares.
To date, thanks to the generosity of our colleagues and supporters, we have donated over 7,000 gifts and more than $300,000 to Batshaw Youth and Family Centres.
Why This Year Matters More Than Ever
Across Canada, charitable organizations are facing increasing demand.
As the cost of living rises, more families need support, and more children are entering foster care. Food banks, toy drives, and children's organizations are all reporting greater demand, and Batshaw is no exception.
Our efforts help fill this gap. We're both preserving tradition and responding to a growing need. In 2025, we hope to donate over 750 gifts and raise more than $30,000 to meet that need head-on.
How the New Secret Santa Works
Whether you're a LinkNow employee or a kind-hearted participant from the community, the process is easy and impactful. First, visit thenewsecretsanta.com. If you haven't before, create a free account or log in. Be sure to read the instructions under "READ THIS FIRST" and watch the "HOW IT WORKS" video. This ensures everything goes smoothly.
From there, you can browse real children's wish lists. Most gifts range between $30 and $60, and many are based on seasonal deals. Choose a wish list, purchase the items through Amazon, and follow the site's shipping instructions.
Always check estimated arrival dates, avoid items arriving after December 10, and wrap only the largest item if you're sending multiple gifts.
How We Give
Our employees can choose how they want to give. Some prefer donating funds, while others take the time to shop for gifts directly. Many of our team members involve their families, making it a shared, meaningful tradition.
A few staff members go above and beyond, taking on multiple wish lists. Our leadership often matches donations or contributes additional funds to ensure no child is left out.
The flexibility of the program allows everyone to give in a way that suits them-and every effort counts.
Growing the Gift-Giving Movement
The time has come to grow our giving community. While LinkNow Media remains the heart of the campaign, we know our reach can be broader. That's why we're opening the door to more participants from outside our company.
If you're up to help, here's what you can do:
- Share the campaign on your social media
- Talk about it at your family dinners or holiday events
- Send the link to friends and clients who want to give back
This campaign started with a few employees and an idea. Now, it has the potential to inspire an entire community.
What We Hope to Achieve in 2025
Our goals this year are both practical and heartfelt. We want to surpass 750 gifts and raise more than $30,000. But more than that, we want to spread awareness about the realities facing foster youth and the work Batshaw does.
Let's Keep It Going
LinkNow Media's New Secret Santa is a yearly reminder of who we are and what we value. Through ups and downs one thing remains the same: our commitment to giving.
Let's make this our best year yet. Help us give these kids something to smile about.