The Canadian Red Cross says that individual Canadians have so far donated $30 million to the relief efforts in Fort McMurray -- a figure that will be matched by the federal and provincial governments, for a total of at least $90 million.

The Alberta government, meanwhile, says it is planning to hand out $1,250 per adult evacuee and $500 per dependent, in order to help them deal with what Premier Rachel Notley called “the immediate challenges: food and shelter.” The program is expected to cost about $100 million.

Notley did not say when the cash will start flowing. However, the Red Cross began handing out preloaded Visa cards to evacuees less than one week after the 2011 wildfires at Slave Lake, Alta.

Jean-Pierre Taschereau, head of Red Cross emergency operations, told CTV News Channel Friday afternoon that the charity is already helping at emergency shelters and planning to bring in nearly 10,000 cots.

However, Taschereau said he recognizes that people “can only stay so long in a shelter” and that the agency will be “distributing cash through cash cards or gift cards that will give the people flexibility to buy exactly what they need.” He said evacuees need to register online.

Prime Minister Justin Trudeau issued a statement Friday afternoon clarifying that the federal government’s matching program, announced Thursday, will include donations made since the Red Cross appeal began on Tuesday. It will end on May 31.

"We applaud the Government of Alberta, who has also agreed to match donations,” Trudeau said. “As a result, for every dollar donated by Canadians, the Red Cross will receive a total of $3.”

"The outpouring of goodwill and compassion we have already seen from Canadians across the country has not only been inspirational, but stands as a testament to who we are as a nation,” the prime minister added.

The business sector is also chipping in with donations to the Red Cross:

  • Hudson’s Bay Company has donated $100,000.
  • The big banks have each given at least $100,000.
  • Loblaw has committed $300,000 and collected another $120,000 from shoppers.
  • Walmart Canada has given $500,000 and is also collecting donations in its stores.
  • The Peter and Melanie Munk Foundation gave $1 million.

The Winnipeg Jets, Edmonton Oilers and Calgary Flames NHL teams have each said they will donate $100,000.

Environmental groups are helping too. Greenpeace and Sierra Club Canada are using their fundraising machines to encourage donations.

Fort McMurray Mayor Melissa Blake said Friday that she was “overwhelmed” by the support the community has received. She offered her thanks and reminded all residents “to remember how blessed we all are.”

‘Unprecedented’

Red Cross President and CEO Conrad Sauve said Friday that the response to the Fort McMurray crisis is “unprecedented” and he thanked Canadians for “coming together to show their care and compassion.”

He said that more than 100,000 Canadians have given through the Red Cross text message donation service alone. Canadians who text REDCROSS to 30333 will automatically make a $5 contribution. Many others are donating online.

The $30-million figure was raised in less than three days. That’s compared to $31.8 million raised by the Red Cross since September for the federal Syria Emergency Relief Fund, which the federal government has also committed to matching.