As a father himself, Mr Allan said he could only imagine how tough it would be if one of his children had cancer.
Last year, the company donated a car and in the past staff members had participated in "Shave for a Cure" to raise funds.
The company has again put three "mystery weekends and a brand new vehicle" up for auction at the dinner this year, which were very popular last year, Mr Allen said.
A Hyundai Accent will be parked at Solway Park next week, leading up to the dinner. However, Mr Allan said, "If red is not for you - then other colours are available and potential bidders are welcomed to the dealership to check out an Accent beforehand."
Mr Allan has also said if anyone brings in this clipping to EMG before the end of July, and purchases a new car, they will get a deal on the car of their choice and EMG will donate $500 to the Child Cancer Foundation.
Tickets for the charity dinner cost $100 and can be purchased via the Professionals Masterton office on 06 378 2500.