Wendy’s Annual Gift Card Campaign

Background

I am the founder of an annual gift card campaign that helps EMPOWER families to REBUILD their lives free from domestic abuse.

The campaign started, in 2013, at my kitchen table over wine and cheese! I invited friends and family to drop off a grocery store gift card to support women and children fleeing abuse during the holidays.

The campaign has grown significantly since its humble beginnings at my kitchen table. With generous donors’ support, we raised $32,373.25 in gift cards from 2013 to 2021. These gift cards supported families accessing services at WIN House, a non-profit agency in Edmonton, Alberta, operating three women’s shelters: WIN 1, WIN II, and Carol’s House.

In 2022, the campaign supported S.H.A.D.E. (Safe Housing and Directed Empowerment) Inc., in Winnipeg, Manitoba (Charitable Registration # 829036177RR0001). In 2024, we proudly raised over $1,650.00 to support the initiative. This follows the $2,615.00 raised in 2023 and $3,515,16 in 2022, all dedicated to purchasing gift cards for clients impacted by domestic abuse. Information on SHADE programs and services can be found here: www.shadewinnipeg.org/.

Why Gift Cards?

Gift cards help clients, immigrant and refugee women and their children, facing domestic abuse by removing financial and transportation barriers. Gift cards allow immigrant and refugee women to make essential purchases like groceries (e.g., grocery stores such as No Frills, Giant Tiger, Superstore, Safeway, Shoppers Drug Mart, Walmart, FreshCo, or any other accessible and affordable place), baby formula, diapers, and even mattresses for a safe night’s sleep. When families are escaping abusive homes, they are often faced with financial and transportation barriers. Prepaid gas cards (e.g., Esso & Mobil eGift Cards) can help mothers drive their children to activities, court hearings, and social programs at SHADE. You can also donate unused gift cards. Gift cards for treats at Dairy Queen, McDonald’s, and other restaurants can give children joy and comfort during tough times. Pet store gift cards also allow clients to care for their beloved animals, ensuring survivors and pets can start healing.

CAMPAIGN LAUNCH

The 13th annual gift card campaign will relaunch this November in recognition of Family Violence Prevention Month. You can follow me on X (formerly Twitter) at @waujla or Instagram @wendya12 for updates on the campaign. Please also help spread the message over social media by using the hashtags #GiftCards4SHADE and #SHADEforSurvivors

How do I donate?

You will be able to donate in three ways starting this November:

1. Donate Online Safely through Canada Helps

You can give online by completing the donation form that will be made available on November 1st.

SHADE will purchase gift cards on your behalf and distribute them to immigrant women in need.

2. In Person

3. Mail SHADE a Gift Card

  • Mail gift cards to SHADE! Include a note in the envelope indicating that you are supporting Wendy’s 13th Annual Gift Card Campaign

  • MAILING ADDRESS

    • SHADE Winnipeg

    • PO BOX 49117 Garden City

    • Winnipeg, MB R2V 4G8

Please use registered mail to track your package and include your contact information (Full name, address, & email/ phone number). A tax receipt can be issued, by the end of January 2026, if the gift card is in the amount of $20+ and accompanied with a receipt outlining the cost.​

Your contact information will be collected online, and a tax receipt will be released immediately via Canada Helps. Sherrie Winstanley, Executive Director at SHADE and Wendy Aujla, gift card campaign organizer, will pick up the gift cards on your behalf.

Tax receipts are available for donations of $20 and higher.

  • Online donations through CanadaHelps will automatically generate a tax receipt and email it to you.

  • For in-person and mail donations of actual gift cards, please provide your full name, address, email/phone number, and receipt showing the cost. SHADE will then issue you a tax receipt in January 2026.

Thank you for your support!