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Gift Card Campaign

Wendy’s 11th Annual Gift Card Campaign

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 at WIN House during the holidays.

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Since then, the event has grown significantly, with the collection of online funds to help purchase gift cards. With the support of generous donors over the years, the campaign helped raise $32,373.25 in gift cards from 2013 to 2021. The gift cards supported families accessing services at WIN House a non-profit agency, in Edmonton, Alberta, operating three 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., an initiative in Winnipeg, Manitoba (Charitable Registration # 829036177RR0001). Thank you to everyone who donated and supported the 2022 Annual Gift Card Campaign in support of SHADE by raising $3,515.16 to purchase gift cards for clients impacted by domestic abuse.

I am excited to announce that in the 11th year, the annual gift card campaign will again partner with SHADE. The campaign will support S.H.A.D.E. (Safe Housing and Directed Empowerment) Inc. a registered charity in Winnipeg, Manitoba (Charitable Registration # 829036177RR0001) with 2023 proceeds going to clients impacted by domestic abuse. For more information on SHADE services, visit


A gift card helps immigrant women and their children rebuild their lives during and after accessing SHADE’s programs and services. The campaign is unique and supports many families in various ways. Rather than donating actual food or household items, the ask is that you donate gift cards from local stores (e.g., grocery stores such as No Frills, Giant Tiger, Superstore, Safeway, Shoppers Drug Mart, Walmart, FreshCo, or any other accessible and affordable place). This provides families with the freedom to select food based on their dietary needs, the opportunity to shop for necessities (e.g., an air mattress or baby formula) and the empowerment to purchase what else they may need beyond household items. You may also wish to donate any unused/unwanted gift cards or provide a gift card to a restaurant, Cineplex movie theatre, coffee shop, bookstore, or local clothing store.

When families are escaping abusive homes, they are often faced with financial and transportation barriers. This year there is a need for Uber or gas store gift cards (e.g., Esso & Mobil eGift Cards). The Uber gift cards can be purchased directly from Amazon online. These types of gift cards are the perfect gift to support an immigrant woman facing challenges with transportation to a court support meeting or SHADE’s support group. The gift cards will be provided to immigrant women to either request a ride in minutes with the Uber app or to fill up their car at a gas pump like Esso.

I encourage you to share the gift card campaign details (see below) with your network of friends and family or to host a gift card donation drive at your workplace. You can email me about the process to track generous supporters in your network.

You may also wish to use social media to share the campaign with your networks. You can follow me at @waujla on Twitter or @wendya12 on Instagram for updates on the campaign. Help spread the message over social media by using the hashtags #BuildingResilience and #30daystoSHADE.

3 Ways to Donate

The gift cards will support immigrant women and their children who have been impacted by domestic abuse.


You can donate in three ways towards the gift card campaign by the December 31, 2023 deadline:


1. In Person

2. Mail SHADE a Gift Card

  • Insert a note in the envelope with the gift cards, indicating that you are supporting Wendy’s 11th Annual Gift Card Campaign


      • 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).


3. Donate Online


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 available for donations of $20 and higher.

A tax receipt can be issued, by the end of January 2023, if the gift card is in the amount of $20 or more and accompanied with a receipt. If you require a tax receipt, please provide your contact information (full name, address, email, and phone number).

Thank You!

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