During the height of the COVID-19 crisis, Abu Dhabi rapidly mobilized to protect its most vulnerable residents, raising over AED 1 billion in financial and in-kind donations through a community-led response. The initiative supported those in need across health, education, food, and basic needs — reflecting the values of unity, inclusivity, and human fraternity in one of the world’s most diverse societies.

A comprehensive benchmarking study comparing Abu Dhabi’s response to top-ranked countries on the World Giving Index — including Canada, Australia, the UK, and Singapore — placed the Emirate among the global leaders in private donor contributions and per capita fundraising. At the heart of this effort was the ‘Together We Are Good’ (TWAG) campaign, led by Ma’an, which united citizens, residents, and businesses in a transparent and effective model of solidarity. Building on this success, Ma’an is now expanding sustainable giving channels, private sector partnerships, and volunteer engagement to strengthen long-term resilience and impact.