PHILADELPHIA (CBS) — As the search entered its fifth day for a missing college student last seen in Manayunk, the bar where he was last seen has increased the reward money in the case by $10,000.

Shane Montgomery, a West Chester University student, was home for the holiday and went out to Kildare’s Irish Pub in Manayunk Wednesday night, but he never made it home.

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Shane’s mother, Karen, said her son went out with a group of friends, but became separated from them at some point.

That was at about 1 a.m. Thanksgiving morning and no one has seen Shane since then.

“What we really need is someone to give us a tip so that we can start heading in the direction that will lead us to Shane,” said Shane’s aunt Marianne Wittman.

Monday, Shane’s aunt Marianne organized about 100 volunteers assembled in Roxborough responding to a social media push to help distribute fresh flyers where needed.

Meanwhile in Manayunk, police took to the skies to continue their search.

The family is offering a $15,000 reward for information leading to Shane. On Monday, Kildare’s, where Shane was last seen, added an additional $10,000 to the case.

Jim Townsend, Director of Operations at Kildare’s Irish Pub, released a statement that read in part:

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“At Kildare’s Restaurants we take every aspect of customer service and safety very seriously. The disappearance of Shane Montgomery is extremely upsetting to our staff and management, this hits home for us because one of Shane’s family members is an employee at Kildare’s Manayunk. We have been working closely with the Philadelphia Police Department and the FBI. To facilitate the search efforts, Kildare’s is adding an additional $10,000 to the reward.”

Later on Monday, the Raptis family who owns The Grog Grill in Bryn Mawr pledged another $5,000.

“Finding Shane Montgomery is a community effort and that community is not just confined to Manayunk,” said owner Ari Raptis.

The FBI has joined in the investigation.

In addition, members of the Philadelphia Police Marine Unit combed the water of the Manayunk Canal Sunday in the search for Shane.

“There are no words to tell you how much we love him and miss him and we will not stop until we find him,” said Shane’s aunt Marianne.

Shane is described as a 5’11 white male, weighing around 135 pounds with a Celtic cross tattooed on his back. He was last seen wearing a grey shirt.

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Anyone with information is asked to call police at 215-686-3353.