Heart of Canal Street

Improving lives of children in southeastern Wisconsin

Giving has always been at the heart of who we are as Heart of Canal Street.

Located in the heart of Milwaukee (and in the heart of the Menomonee Valley), Potawatomi Hotel & Casino’s signature charity program has contributed nearly $16 million to hundreds of local children’s charities since it began in 1994. Each year, funds are generated through special Canal Street bingo games and other promotions.

2016’s program spotlights a Charity of Choice partner who receives the first $125,000 in Heart of Canal Street funding to impact change on a pressing community issue. Thirty additional charities will divide the remaining funds equally.

To find out more about Heart of Canal Street, please click here to download the brochure.

Click below to expand the details.

2015 Charity of Choice
Potawatomi Hotel & Casino’s 2015 Charity of Choice was Employ Milwaukee, who received $100,000 to fund its gun violence prevention program, Youth Works MKE.

The following 2015 charities each received donations of $31,051:
Arts @ Large
ArtWorks for Milwaukee
Aurora Health Care on behalf of Aurora at Home
Best Buddies Wisconsin
Betty Brinn Children’s Museum – presented by OnMilwaukee.com
Big Brothers Big Sisters of Dodge County & Watertown
Big Brothers Big Sisters of Metro Milwaukee – presented by Milwaukee Journal Sentinel
Casa Guadalupe Education Center
City Year Milwaukee – presented by Lamar Outdoor
COPE Services – presented by Entercom Radio
Family Center of Washington County
Florentine Opera Company
Homeless Assistance Leadership Organization (HALO) – presented by iHeart Media
Hunger Task Force – presented by Milwaukee Radio Group
Know Thyself™
Mequon Nature Preserve
Milwaukee Public Library Foundation – presented by WITI FOX 6
Nehemiah Project
Renaissance Theaterworks
River Revitalization Foundation
Riveredge Nature Center
Ronald McDonald House Charities of Eastern Wisconsin – presented by Clear Channel Outdoor
RUACH Inc. Arts Organization
Safe & Sound
Sharon Lynne Wilson Center for the Arts – presented by WISN TV 12
Sunset Playhouse
The Threshold Inc.
Urban Ecology Center®
Wildlife In Need Center
The Women’s Center – presented by Scripps

This year, 31 eligible children’s charities will be selected to be part of Heart of Canal Street. To apply for the chance to be selected as a 2016 Heart of Canal Street charity, review the application process thoroughly. Please complete each step to ensure all components are submitted with your application. Your completed application must be postmarked by Friday, June 17, 2016.

Step 1: View the submission guidelines to determine if your charity is eligible for Heart of Canal Street. (Includes eligible organizations, ineligible organizations, additional qualifiers and restrictions).

Step 2: Download the application, save it to your computer and fill out completely by typing directly into the document. Ensure all fields are completed, as missing or incomplete information could lead to ineligibility. Hand-written applications will not be accepted. Print the application once complete.

Step 3: Attach the following required forms to your application:

  • Copy of the IRS Federal Tax Exemption Determination Letter
  • Copy of the most recent IRS Form 990
  • Completed W-9 Taxpayer Identification Number and Certification Form (included with the application)
  • Most recent audit and management letter

Step 4: Mail completed applications to:

Potawatomi Hotel & Casino
Attn: Heart of Canal Street/Public Relations
1721 W. Canal St.
Milwaukee, WI 53233

Hand-delivered applications will not be accepted.


The majority of funds for Heart of Canal Street are generated through a special bingo game. Guests can purchase $3 or $7 Canal Street bingo sheets now through December 5, 2016. Half of the purchase price goes to the Heart of Canal Street fund, and the other half to the winner of that bingo game.