Missing Children Society of Canada

What Missing Children Society of Canada does

Missing Children Society of Canada (MCSC) is a Calgary-based nonprofit charitable organization founded in 1986 that helps locate missing children and support affected families across Canada. The organization serves three primary constituencies: Canadian families experiencing the trauma of a missing child, Canadian police and law enforcement agencies requiring broader community awareness for cases that do not meet AMBER Alert criteria, and the general public who can register to receive alerts and submit tips. MCSC reports 11-50 employees and operates a head office in Calgary plus a Toronto office, with national reach through partnerships with the RCMP, Ontario Provincial Police, Calgary Police Service, Toronto Police Service, and numerous other municipal and regional forces.

MCSC's core product is the Child Search Network, a national public awareness and alert system that distributes police-verified missing children information through geographically targeted SMS alerts, social media amplification, and the MCSC Rescu web application. The MCSC Rescu platform is built on Esri Canada's ArcGIS for interactive case mapping, Microsoft technology for case data population, and Swift for SMS notification delivery, with IT infrastructure managed by Ignite Technology. The platform is accessible as a web app at rescu.mcsc.ca without requiring app store downloads, and enables tip submission directly to police. Supporting services include an in-house team of former police investigators, family support and travel assistance coordinated through the WestJet Gift of Flights program (a partnership since 2007), and community education through National Runaway Prevention Month and International Missing Children's Day observances.

MCSC is funded through individual donations (processed via the CanadaHelps platform as of the end of 2023), corporate sponsorships (WestJet, TC Energy as founding partner of the Child Search Network, InterPipeline, CIBC Miracle Day, Canaccord Genuity, Teine Energy, Burnet Duckworth & Palmer LLP), and grants from foundations and government (Calgary Foundation, Government of Saskatchewan, Lecky Foundation, Telus Calgary Community Board). All services are provided free to the public and to families. The organization is governed by a board including representation from Microsoft, Canaccord Genuity, BDP LLP, and Zayzoon, and is endorsed by the Canadian Association of Chiefs of Police. It was appointed by the International Centre for Missing & Exploited Children as Canada's NGO participant in the Global Missing Children's Network (30+ countries) alongside the RCMP.

Name

Missing Children Society of Canada

Legal name

Missing Children Society of Canada

Website

https://mcsc.ca

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Missing Children Society of Canada is a Calgary-based nonprofit founded in 1986 that operates the national Child Search Network and MCSC Rescu platform, distributing police-verified missing children SMS alerts to community members across Canada and supporting affected families at no cost.

Ownership category

akta.pro rank

Product category

Missing Children Services

NAICS

Child and Youth Services (624110), Child and Youth Services (62411)

SIC

Services-Social Services (8300)

akta.pro primary industry

Child Protection & Child Rights (BPAGABAG)

akta.pro secondary industry

Child Rights & Protection (BPADAGAG)

Keywords

• Missing children services
• Child search alerts
• Public safety alerts
• Family support services
• Community search programs

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Donations from Individuals and Corporations: MCSC receives donations from individual donors and corporate partners. Donations can be made online through CanadaHelps platform (https://www.canadahelps.org/en/dn/10043). The organization transitioned donor data management to CanadaHelps as of the conclusion of 2023.
2. Grants from Foundations and Government: MCSC receives grant funding from organizations including Calgary Foundation, Government of Saskatchewan, Lecky Foundation, and Telus Calgary Community Board.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Missing Children Society of Canada is a nonprofit public safety organization that operates the Child Search Network and the MCSC Rescu platform to help locate missing children across Canada. The organization works with police agencies to issue geographically targeted SMS alerts, manages active missing children case information through interactive maps, and provides family support services including travel assistance through a long-standing WestJet partnership. All services are provided free of charge to families, communities, and law enforcement partners.

Product overview

Missing Children Society of Canada operates primarily as a nonprofit public safety organization rather than a software product company. Its core technology offering is the MCSC Rescu platform — a free mobile and web application built on ArcGIS technology provided by Esri Canada. The platform enables community volunteers to register for geographically targeted SMS alerts, view interactive maps of active missing children cases, and submit tips directly to police. This platform is the central component of the broader Child Search Network, a national public awareness and alert system that also includes social media amplification, community partnerships, and coordination with law enforcement agencies including the RCMP and OPP.

Differentiator

Problem solved

Functional benefit

Brands

• MCSC Rescu: A free public safety platform that helps connect police, communities, and the public during missing persons investigations. Users can receive geographically relevant alerts, view verified case information, share awareness through their networks, and securely submit tips.

Products and services

• MCSC Rescu A free mobile and web application that enables the public to receive police-verified missing persons SMS alerts for their area, view active cases on interactive maps, and submit tips directly to police through each case page. Built on ArcGIS technology provided by Esri Canada, it is the central component of the Child Search Network.
• Child Search Network A national communication and public awareness system that encompasses MCSC Rescu, SMS alerts, social media amplification, and digital outreach channels that help police rapidly share verified missing children information with communities across Canada, complementing AMBER Alerts for cases that don't meet strict federal criteria.
• Travel Support Program A travel assistance service for families and MCSC investigators during active missing children investigations, providing flights via the WestJet 'Gift of Flights' partnership to coordinate family reunification and investigative logistics across Canada.
• Family Support Services A suite of support services for Canadian families with missing children, including case coordination, resources, and connections to community services to help families navigate the trauma, awareness, and logistical challenges of a missing child investigation.

Quantifiable outcome

• 34,189 missing children occurrences reported across Canada in 2025
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

20 partnerships are on record, tiered core, major and minor.

• Royal Canadian Mounted Police (RCMP)coreStrategic or Co-development Partner · 22 May 2026RCMP has a formal agreement with MCSC to raise public awareness, support the safe return of missing children, and contribute to national and international efforts. Partnership was formally renewed in May 2026.
• Ontario Provincial Police (OPP)coreStrategic or Co-development Partner · 23 May 2025OPP partnered with MCSC to locate missing children, encouraging public registration for Child Search Alerts using MCSC Rescu. The partnership is critical due to OPP's reach in communities across Ontario.
• WestJetcoreStrategic or Co-development Partner · 1 January 2007Since 2007, WestJet has partnered with MCSC to aid in the search for missing children and help return them to a safe environment. WestJet has provided flights for families and investigators through the 'Gift of Flights' program. WestJet also shares alerts far and wide and supports search programs. The partnership was celebrated in July 2025.
• Esri CanadacoreTechnology or IntegrationEsri Canada provides a community engagement platform that enables effective sharing of information and collaboration in the search for missing children across Canada. Technology is used for MCSC Rescu case mapping.
• MicrosoftcoreTechnology or IntegrationMicrosoft technology helps populate missing children case information through technology developed for MCSC. Microsoft also provides support through Heather Adler, Director of Global Alliances & Partnerships.
• SwiftcoreTechnology or IntegrationSwift is a Canadian technology provider that enables the new rescu app to SMS notify digital volunteers in the search for a missing child. Swift enables MCSC with a scalable solution that improves speed and reach.
• Ignite TechnologymajorTechnology or IntegrationIgnite Technology provides MCSC's IT infrastructure and network support ensuring optimal performance and secure reliability. Their knowledge and expertise safeguards IT solutions.
• Burnet, Duckworth & Palmer LLPmajorOthersBurnet, Duckworth & Palmer LLP believes a law firm's responsibility to the community extends beyond legal services. They are proud to support MCSC's invaluable work helping families with missing children.
• LNS Chartered Professional AccountantsminorOthersLNS Chartered Professional Accountants provides accounting services support to MCSC.
• Alberta Motor Transport AssociationminorOthersAlberta Motor Transport Association partners with MCSC to support missing children efforts.
• BC Trucking AssociationminorOthersBC Trucking Association partners with MCSC to assist in finding missing children.
• British Columbia Search and RescuemajorOthersBritish Columbia Search and Rescue partners with MCSC for missing children search efforts.
• Alberta Sheriff's Charity Golf TournamentminorOthersAlberta Sheriff's Charity Golf Tournament is an association partner supporting MCSC.
• Calgary Police Rodeo AssociationminorOthersCalgary Police Rodeo Association is an association partner supporting MCSC.
• Frontier Duty Free AssociationminorOthersFrontier Duty Free Association is an association partner supporting MCSC.
• Ontario Search and Rescue Volunteer AssociationmajorOthersOntario Search and Rescue Volunteer Association partners with MCSC for missing persons search efforts.
• Search and Rescue AlbertamajorOthersSearch and Rescue Alberta partners with MCSC for missing children search efforts.
• Search and Rescue SaskatchewanmajorOthersSearch and Rescue Saskatchewan partners with MCSC for missing children search efforts.
• Global Missing Children's NetworkcoreStrategic or Co-development PartnerMCSC represents Canada alongside the RCMP as part of the Global Missing Children's Network, which brings together agencies from 30+ countries to share tools, research, and best practices related to missing and abducted children. MCSC was appointed by the International Centre for Missing & Exploited Children.
• Canadian Association of Chiefs of PolicecoreGTM or Marketing PartnerThe Canadian Association of Chiefs of Police (CACP) has officially endorsed MCSC's Child Search Network to help support police and expedite missing children investigations in Canada. The endorsement was in February 2021.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• International Centre for Missing & Exploited Children (ICMEC): The global umbrella that built the Global Missing Children's Network and appointed MCSC to represent Canada alongside the RCMP. It is comparable in mission and child-protection focus, and effectively acts as MCSC's international affiliation partner.
• Canadian Centre for Child Protection (C3P): A Canadian charity operating multiple programs including Cybertip.ca, Kids in the Know, and missing-child support services. It has a broader child-protection mandate (online exploitation, abuse prevention) but overlaps directly with MCSC on missing children in Canada.

Emerging players

• National Runaway Safeline (NRS): The U.S. federally-designated runaway and homeless youth helpline. It directly addresses the runaway segment that constitutes 72% of MCSC's case volume, positioning it as a thematic peer for the youth-services side of MCSC's work.

Direct peers

• Child Find Canada: A Canadian nonprofit also dedicated to locating missing children and supporting affected families, founded in 1985. It is the closest Canadian peer in mission and operating model, operating a national hotline, distributing photos of missing children, and educating the public on child safety.
• National Center for Missing & Exploited Children (NCMEC): The leading U.S.-based nonprofit focused on locating missing children, preventing child exploitation, and supporting victims' families. It is the most direct international counterpart to MCSC and serves as a reference for Canada's national model.

Regional players

• Missing People (UK): A UK-based charity providing a 24/7 helpline, family support, and public awareness for missing persons, including children. It is the closest analogue to MCSC in another country, sharing community-driven awareness and free-to-family service model.

Others

• Bikers Against Child Abuse (BACA): An international nonprofit that supports abused and at-risk children through visible community presence and advocacy. While its operational model differs (volunteer motorcyclists, not technology platform), it is thematically adjacent and partners with law enforcement on child-protection cases.
• Crime Stoppers: An anonymous-tip-based crime reporting organization operating in Canada and internationally. It is comparable on the tip-submission, public-engagement, and police-partnership dimensions of MCSC Rescu, though it serves a much broader crime scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/MCSCanada
• YouTubeyoutube.com/channel/UCXmG31GMpFeHxAa_Wc2wxzA
• Facebookfacebook.com/MissingChildrenSocietyofCanada
• LinkedInca.linkedin.com/company/missing-children-society-of-canada
• Instagraminstagram.com/missingchildrensocietyofcanada

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Missing Children Society of Canada