Beeline’s booth at the Run IT 2026 festival, held July 5 in Meshchersky Park, raised 73,000 rubles in a single day for the Liza Alert search-and-rescue team. According to Beeline, this amount is two to 2.5 times higher than typical donations collected at similar events.
The funds will be used to purchase vital equipment for locating missing persons-radios, GPS devices, flashlights, batteries, and other gear essential for navigating forests and rugged terrain. Visitors donated any amount they wished and received branded merchandise in return. This simple formula worked both as a charity drive and as a social hub, attracting steady streams of attendees and long queues for the interactive ”Motion Ladder” installation.
Beeline’s area also featured a museum displaying early mobile phones alongside stories behind the devices. Nearby, a lounge provided runners a place to relax, snap photos, and chat about their race results. The musical lineup included performances by Direktor Vsego, Tony Souljah, and Yulia Koval. The company’s corporate team was well represented too, with 68 employees running and 266 cheering them on.
Beeline’s successful charity drive at Run IT 2026
Run IT 2026 marked the festival’s seventh edition and attracted around 10,000 participants. Events like this have become a staple for IT and telecom companies in Russia, blending HR branding, sports, and charity into one platform. Yet direct fundraising for a mission-aligned NGO remains the clearest way to engage attendees. In Liza Alert’s case, the need for field equipment is constant, making donations especially impactful.
Impact of donations on Liza Alert search-and-rescue operations
Maria Golyandrina, Beeline’s deputy CEO for HR and organizational development, emphasized the goal of combining technology, music, sport, and philanthropy in one space. While 73,000 rubles might not break records at larger festivals, it is a solid haul for a single-day offline drive. If this kind of fundraising becomes a regular feature at Run IT, corporate booths at tech festivals could increasingly serve not just brand awareness but tangible support for charities and volunteer projects.