The Mothers’ Endowment campaign, launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, announced 6 easy channels that will receive donations and contributions in honour of mothers, by establishing an endowment fund to provide education to millions around the world in a sustainable manner.

Organised under the Mohammed bin Rashid Al Maktoum Global Initiatives umbrella, the Mothers’ Endowment campaign aims to honour mothers by allowing donations in their name. It also aims to support individuals in underprivileged communities through education and training.

Meanwhile, the campaign helps establish the values of honouring parents, kindness, compassion and solidarity, highlight the role of the mother in nurturing families and children, and solidify the UAE’s humanitarian role.

Cash donations to the campaign, which go to providing education to underprivileged populations, can be made through the campaign’s website, via SMS, bank transfers, the campaign’s call center, the DubaiNow app or Jood.ae; Dubai’s community contributions platform.

The campaign’s website, (mothersfund.ae), welcomes donations by individuals, businesses and institutions inside and outside the UAE.

Those wishing to donate to the Mothers’ Endowment campaign can contact the dedicated call centre on toll-free number (8009999) between 10:00 and 17:00, 7 days a week, to arrange for a donation towards supporting the education of vulnerable individuals.

One-off donations to the campaign can be made via SMS by sending the word “Mother” to dedicated du and etisalat bye& numbers as follows: SMS “Mother” to 1034 to donate AED 10, to 1035 to donate AED 50, to 1036 to donate AED 100 AND TO 1038 to donate AED 500.

The Mothers’ Endowment campaign also enables donations through the DubaiNow app, under the ‘Donations’ tab, as Digital Dubai cooperates with the campaign to facilitate contributions.

Donating to the Mothers’ Endowment campaign can be also done by creating a special portfolio for institutions and individuals via the Dubai community contributions platform Jood (jood.ae).

The platform allows individuals, businesses and institutions in both the private and public sectors, as well as celebrities, communities and cultural, sport and art groups to launch mini campaigns via Jood, encouraging friends, colleagues and followers to join in.

An extension of major charity drives launched in Ramadan over the past years and proved very successful, the Mothers’ Endowment campaign will allocate its proceeds towards supporting the education and vocational training of millions around the world, providing them with the necessary tools and skills to lead independent, dignified lives and preparing them for the job market.