Chief executive Chris Lamers said three of the Dunedin-based company’s franchises were in Napier, Hastings and Gisborne.
Because they lived and worked in the affected communities, those franchise owners were very aware of the "massive" impact the cyclone had.
While there were many organisations helping at a macro level, there were also smaller organisations trying to support people, particularly around mental health.
MTF franchises were asked to contribute to the fund and it had reached about $150,000. It was hoped contributions would keep coming, and the allocation process would begin this week.
Whether it was the likes of rebuilding a playground, or somewhere to provide counselling, it was an opportunity to help communities in which the business had a presence, Mr Lamers said.
